The Casey Adams Show Chris Riccobono – Founder of UNTUCKit on How He Built One of the Most Recognized Brands in Modern Retail
May 2, 2025
Chris Riccobono, the founder of UNTUCKit, turned a simple frustration with shirt fit into a retail revolution with over 80 stores. He discusses how storytelling and brand differentiation foster customer loyalty. Chris explores the ongoing evolution of retail, the impact of e-commerce on consumer behavior, and the challenges of balancing fatherhood with entrepreneurship. He also shares insights on launching Greatness Wins and navigating the trials of building a brand during the pandemic.
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Power of Physical Stores
- Physical stores remain vital because a large segment of customers want to touch and feel products.
- Multi-channel approach combining stores, e-commerce, and wholesale adapts to changing customer preferences.
Launching Greatness Wins Brand
- Chris launched Greatness Wins during COVID to fill a gap in trendy athletic wear with consistent sizing.
- He used lessons from Untuckit about tight fit and quality control to create this new brand.
Fatherhood and Entrepreneurship
- Balancing fatherhood with entrepreneurship is difficult but rewarding for Chris.
- Flexibility of entrepreneurship allows him to attend his kids' events while still working diligently.