Barrett Hofherr Named AOR of Specialty Apparel Retailer DXL Group


By thesanfranciscoegotist / /

Barrett Hofherr has been named Agency of Record for DXL Group, the leading specialty retailer of men’s Big + Tall apparel. The search was conducted in January at DXL headquarters in Canton, Mass., with no consultant. Mediassociates was awarded media duties in a separate review.

Barrett Hofherr will handle all U.S. advertising for DXL moving forward. The first work will break in early May.

DXL’s most recent campaign was for the launch of its Wear What You Want℠ brand in early 2023. It supported DXL’s unique proposition to Big + Tall consumers, who are largely ignored by a fashion industry that provides very few style, size, and quality options. DXL believes every Big + Tall man deserves this combination of offerings, which it calls “The DXL Factor.”

This latest work will double down on this idea and continue to build DXL’s leadership position in the category as the place to go for clothes that actually fit.

“This is the place where Big + Tall guys finally have the freedom to choose their own style,” said Matt Hofherr, Partner and Chief Strategy Officer. “DXL carries Brooks Brothers, Ralph Lauren, Untuckit, Vineyard Vines, Robert Graham, Faherty, in addition to many proprietary brands that can only be found here. We were impressed not only by DXL’s operation and selection, but also their people. From leadership to marketing to their in-store certified fit experts, everyone we met was top-notch. This feels like the start of something great.”

”The work Barrett Hofherr brought forward made our decision easy. It represented a bright line of where we need to go as we continue to introduce the DXL brand to more Big + Tall men. We are excited to have them as our partners to achieve the goals we have set out.” Harvey Kanter, President and Chief Executive Officer of DXL.


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