Rent-an-Image from Selix Formalwear Company Expands Tuxedo Rentals to Include Suits

Business Wire, Feb 21, 2000

Business Editors

HAYWARD, Calif.--(BUSINESS WIRE)--Feb. 21, 2000

Hal Turner remembers his boss, Dick Bruhn, noticing the trend about five years ago - people dressing down at work once a week. Soon, the clothing retailer observed, every work day became casual Friday. Gone are the suits, blazer or fancy designer labels. Forget the necktie.

Walk into any company office today, especially a dot com, Turner says, and you're likely to see workers in bermuda shorts with Hawaiian shirts and sandals. And they're in top management.

While the trend makes traditional clothiers turn pale, Turner says it's a golden opportunity for Bruhn's business, Selix Formalwear.

Selix Formalwear now provides suit rentals for that occasion when the dress code requires a suit or sports coat. Thanks to tradition and ceremony, says Turner, those occasions are bountiful.

Known for tuxedo rentals, Selix Formalwear is familiar to anyone who's ever been to a prom or in a wedding party. The company last November began offering a small selection of suits and sports coats for the man who needs to dress up in a hurry but doesn't want to fork out $400 for the outfit he's likely to wear only once.

"The typical customer may be a construction worker or college student who must wear a suit for a special occasion such as a party, a funeral, or for a job interview," said Turner, President and CEO of Selix's parent company, Dick Bruhn, Inc. "One of the most popular coats that we rent for a fraction of its cost is an elegant black cashmere sports coat," he said. "You can really impress a date with that one." Besides the black cashmere coat, Selix Formalwear offers a navy blazer or black hounds tooth sports coat with a shirt, tie, belt and pair of dress trousers. Selix also rents either a charcoal pin stripe or basic black suit which include a shirt, belt and tie. Rental fees range from $59.95 to $99.95.

For the hefty sized man, Selix Formalwear carries coat sizes up to 56" long and trouser sizes with a 50" waist. Turner says Selix Formalwear makes a great fit for big athletes who must appear at special events. "Some of these guys only wear a sports coat once, and even if they can afford to buy it, why let the thing sit in the closet?" he asks.

According to Turner, Selix Formalwear, established in 1906, actually started its business renting suits and later switched to formal wear. In March, the company will promote its suits with a Rent-an-Image(sm) advertising campaign. Headquartered in Hayward, Selix Formalwear is one of three divisions of Dick Bruhn, Inc. The privately held company also owns Dick Bruhn, an upscale men's furnishings division with stores in Gilroy, Hollister, King City, Monterey, Salinas and Watsonville, and Butler's Uniforms, Northern California's largest supplier of police uniforms, and uniforms for the security, postal service and restaurant industries. The Selix division has 22 company-owned stores and 250 locations contracted to rent Selix formal wear in Northern California and Nevada.

An untapped market recently came to Turner's attention. "Lawyers," he said. Lawyers renting suits? "Yes!" laughs Turner. "For clients wanting to make a good impression in court."

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