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Worse on Purpose

Bonobos

Direct-to-consumer menswear, originally known for fit-focused pants.

Status: Avoid
Founded
2007
Website
bonobos.com
HQ
USA
Manufacturing
Various
Ownership type
Brand licensing (ABG-style)
Parent
WHP Global
Acquired
Post-Walmart (exact date TBD)

Ownership

Acquired by Walmart in 2017 for $310M. Sold to WHP Global after quality and brand dilution. WHP is a brand management firm similar to ABG in model.

Why Avoid

Brand management firm ownership after a Walmart acquisition. DTC fit reputation is not what the product delivers under current ownership.

Sister brands under WHP Global

See all 11 sister brands

Read the full investigation

Investigation · April 17, 2026

Your Favorite Brands Got Worse On Purpose

Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.

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