This suit startup is doing to tuxedos what Uber did to taxis. Generation Tux—the innovative “high tech, high touch” online tuxedo and suit rental platform founded by George Zimmer—is making significant strides in transforming the formalwear industry. With recent expansions into physical retail spaces and new purchase options, the Louisville-based company continues to disrupt traditional formal wear rental models while maintaining its commitment to superior customer experience and cutting-edge technology.
Bridging Digital and Physical Retail
In a strategic move that highlights the company’s evolution, Generation Tux has begun opening physical showrooms across the United States, starting with its inaugural location in Columbus, Ohio. The company recently announced the opening of its newest showroom in Philadelphia, located within the King of Prussia Mall, King of Prussia, PA. This expansion signals a major milestone for the online-first company, which has built its reputation on delivering premium formalwear directly to customers’ doors.
Jason Jackson, President and Chief Operating Officer of Generation Tux
“Our Columbus Showroom is set to become a cornerstone in the local retail landscape, offering a different level of personalized service and technology to the industry all in one place,” said.
These showrooms feature the brand’s fit process, which leverages data analytics and artificial intelligence to provide customers with perfectly tailored garments.
The physical locations aren’t simply traditional retail spaces—they’re designed as comprehensive style destinations. Each showroom offers customers access to Generation Tux’s Look Builder tool, an intuitive interface that helps customers curate complete ensembles by suggesting complementary accessories and coordinating elements. Additionally, the Color Recommendations system allows clients to specify accent and highlight colors, ensuring their formal wear perfectly matches their event’s aesthetic.
Expanding Beyond Rentals
In December 2024, Generation Tux announced a groundbreaking expansion of its business model, introducing a new collection of suits and tuxedos available for purchase rather than just rental. This strategic pivot addresses a growing market demand while maintaining the company’s commitment to quality and customer satisfaction.
Jason Jackson, President of Generation Tux
“Since 2014, we’ve worked with millions of customers, helping them rent the perfect look for their special events. Now, we’re expanding our offering, allowing you to purchase that look and keep it forever. Whether you’re dressing up for a big day or planning to wear it again and again, our collection has the perfect suit or tuxedo for you,” said Jackson.
The new retail collection encompasses both men’s and women’s formalwear, featuring everything from modern styles to timeless classics. The expansion includes complete outfit options with bow ties, neckties, shirts, shoes, and suspenders, making Generation Tux a comprehensive destination for formal wear needs.
Strategic Partnerships and Market Integration
Generation Tux’s growth strategy points out the value of strategic partnerships that expand their market reach. The company recently announced a collaboration with David’s Bridal, which will feature Generation Tux shop-in-shops across David’s Bridal’s entire fleet of stores by the end of 2025. This partnership signals a major opportunity to provide one-stop shopping experiences for wedding parties.
Elina Vilk, President and Chief Business Officer of David’s Bridal
“Through our partnership with Generation Tux, we know we are offering the highest quality product to our customers, and doing it at the best possible prices,” said, Elina.
The collaboration will integrate digital enhancements into store operations, with trained stylists using iPads to browse Generation Tux’s online catalog and place orders seamlessly.
Technology at the Forefront
What clearly distinguishes Generation Tux in the competitive formalwear market is its commitment to technological innovation. The company utilizes a sophisticated fit algorithm backed by over 40 years of real-world data and experience to ensure customers receive perfectly fitted garments. Their suits are exclusively made from sustainable Merino wool and utilize Cool Max Technology, providing superior comfort and breathability suitable for all climates.
The company’s approach uncovers solutions to many traditional pain points associated with formal wear rental. Customers receive their orders 14 days before their events, allowing ample time for any necessary adjustments. If modifications are needed, Generation Tux provides free replacement items with overnight shipping, ensuring customers look their best on their special day.
Looking Forward
As Generation Tux continues expanding its physical presence with planned openings in major cities, including Chicago, Dallas, and Phoenix, the company remains committed to its founding principles of combining high-tech solutions with personalized customer service. This dual approach has enabled them to serve millions of customers since 2014 while maintaining the flexibility to adapt to changing market demands.
