American fashion house Billy Reid announced on Thursday the acquisition of Knot Standard LLC’s direct-to-consumer arm.

As part of the acquisition, Billy Reid will take control of eight Knot Standard retail store locations, located in prominent cities such as New York City, Chicago, Los Angeles, and San Francisco. Knot Standard’s sales associates and retail management team will also transition to the Billy Reid brand.

The move will allow the brand to offer made-to-measure options alongside its ready-to-wear collections across a total of 20 locations. 

As part of the agreement, Knot Standard will become a minority shareholder in the combined business under the Billy Reid name. Knot Standard will shift its focus to the brand’s AI-powered tech platform with Knot Standard’s tech business remaining a separate entity.

“Our shared passion of well-designed product, customer service and strong company culture is at the cornerstone of what makes this a truly exciting opportunity,” said founder Billy Reid. “I am excited to deepen our product offering, allowing us to service our customers through increased made-to-measure capacities and increasing our overall brand awareness.”

Billy Reid, which previously operated a successful made-to-measure business before discontinuing it during the Covid-19 pandemic, identified a significant opportunity to relaunch this sector of the business. Knot Standard emerged as the ideal partner. 

The acquisition follows a commercial partnership between the two brands launched in 2023, with Knot Standard supporting made-to-measure in Billy Reid stores. 

“We’re excited to build upon our already existing partnership with Knot Standard and begin working directly with their eight locations. We were initially attracted to the product quality, similar customer and unique business model, all of which complement the Billy Reid business and will create a stronger consumer offering than each brand could have achieved alone,” said Jeff Zens, CEO of Billy Reid.

Matt Mueller, CEO of Knot Standard added: “Joining with Billy Reid represents more than a business decision; it’s a fusion of craftsmanship and innovation. As CEO of Knot Standard, I am incredibly proud to bring our cutting-edge, AI-driven custom menswear and womenswear to Billy Reid’s esteemed clientele and iconic brand. Our combined strengths will not only elevate the made-to-measure experience but also expand our reach, bringing exceptional quality and personalization to more people across the nation.”