Toronto's Home for Italian Men's Fashion
Genesis Brings Italy Home…
While most retailers are accustomed to seeing traffic coming through the front door, Genesis men's shop welcomes most of its customers from the back entrance.
A destination retailer that specializes in high-end men's wear, imported directly from Italy, this store has been serving Toronto's best dressed men since 1973 when it opened its doors in the city's famed Corso Italia strip on St. Clair West.
"Most of our business is repeat clients so they know they can park in the back and come in," says Gino Di Matteo, owner and founder of the shop. "It usually starts with a catch-up chat at our coffee bar and then it goes from there."
The mantra for this store could be Made In Italy - for real. Every item found in Genesis is designed and made in Italy - suits, ties, shoes hats, sweaters - everything. When a customer buys a suit he is measured in Toronto. The specifications are immediately sent to Italy where the suit is made and sent back within three weeks.
And how do you make sure everything you sell comes directly from an Italian manufacturer? You buy it yourself! Gino and his wife Silvia have made more than 70 buying trips to Italy to shop and check out the latest fashions.
"We've traveled from big fashion centres like Milan to the smallest of towns in southern Italy to see clothing first hand and to meet with manufacturers," says Di Matteo. "We've been so many times our customers call for help with travel itineraries when they vacation in Italy."
These trips have not only given Genesis a first hand look at the exceptional goods they purchase for the store, it has helped build a lasting and loyal relationships with some of Italy's best clothing makers, including the likes of Brioni, Palzieri and Canali . "We know them so well some of their kids have stayed with us in the summer to learn English," says Di Matteo explaining the ties to his suppliers.
Another aspect that sets Genesis and many of its fellow St. Clair West retailers apart is the personalized service that comes with owner operated retail stores. This stand-out service has brought Genesis into the homes, offices and even the odd airport for his customers. Some of the most memorable client interactions have come at weddings, such as one this past summer, when he outfitted 25 members of a wedding including the groom, parents, ring boys and others with custom suits. He also went to the groom's home to knot their neck ties and make sure everything fit perfectly.
He even once took a suit to a client at an airport as he waited to check-in for a flight. He has even gone as far as purchasing and packing a client's suitcase, ensuring everything for the trip and neatly transported. Trust has also been the foundation of his business with many customers being so comfortable with his judgment that they sometimes don't even visit the store to shop. They simply phone and ask Gino to pick something for them and drop it off when it's done.
"They tell me what kind of an occasion they are attending and a few details and then I pick the suit, shirt and tie for them," says Di Matteo.
A number of Genesis customers will come as early as a year in advance to ask the store to purchase a specific item for them on one of his trips to Italy. "Some customers spend a lot of time planning their wardrobe and we're able to help because we know what the makers are working on and can facilitate the right purchase," say Di Matteo.
In a world where everything seems hurried Genesis provides a shopping oasis for men who are looking to buy something special. This combined with Genesis' customer first service has built a loyal clientele and one of Toronto's finest men's shops.
