Skip to main content
  1. Home
  2. Fashion & Style

Shop Class – Touch of Modern

Christopher Blomquist
By

meet up monday touch of modern tomo 1
Image used with permission by copyright holder
Three years ago Jerry Hum and three college friends launched Touch of Modern, a men’s online discount shopping destination, after noticing that Web-based retail sites for men were rare. Today their site, which offers everything from furniture and outdoor activity gear to clothing, high-end watches and motion-sensitive bathroom nightlights, has more than 7 million registered users and has done almost $100 million in sales. Hum recently shared what makes Touch of Modern a go-to destination for guys, who, according to his thriving company’s stats, make up 42 percent of the now massive $300 billion e-commerce market….

Why did you start Touch of Modern?

Recommended Videos

No one was really serving our customer. A lot of the other e-commerce sites out there were really geared toward women and also discount shoppers and people who were looking for clearance items. We were really interested in high design and also things that appeal to enthusiasts and people who have hobbies and things like that. Men are niche and now nobody questions it. It used to be in the beginning that people thought men don’t shop for themselves and they don’t really buy. There wasn’t a destination out there that was really catered to them. Traditional retail in general is catered toward the way women shop. They’ve taken what is at the mall and they have put it online. Whereas with us we’ve explored how men shop, what they want and what grabs their attention.

Tomo-2
Image used with permission by copyright holder

What sets Touch of Modern apart?

Related

Our customers are really underserved. When they find a site like ours they really latch on. It’s something that really sticks with them. They return, on average, ten times a month. We actually release about 250 new products a day and we have about 5,000 different vendors total. The way we merchandise is not like a lot of other sites. For us it’s about what’s cool, what’s unique and what’s the story behind each product. And if it is interesting it is interesting. We sell across all different categories and all different price points.

What is your best-selling category?

Watches sell really well for us because those span a wide range of prices. And there is a real enthusiast community around them.

Who is the Touch of Modern guy?

He is 25 to 45 and lives in major metropolitan areas like New York or San Francisco and has some disposable income.

How do you promote the products featured on the site?

Mostly we do it by brand. We are looking for the most interesting stories that are out there. And it’s kind of like a daily feed of what is cool and interesting about what is being produced.

Tomo-3
Image used with permission by copyright holder

How has the shop adapted over the years?

We constantly evolve with what we are putting out there. And that is the advantage we have over traditional retail. We are not locked into a season. We put it up. We are constantly getting feedback and that’s how we get better.

What are the delivery times?

They vary a lot. A lot of our stuff will ship very quickly. About a third of our stuff will arrive within a week and the rest of our stuff will be in the one to two week range.

What is the price range of merchandise on the site?

We will have something as inexpensive as two dollars all the way up to $50,000.

How would you describe the gist of Touch of Modern?

It is a treat. It’s not commodity goods. It’s not things that you need and are going to be at CVS. It’s stuff that is going to make you feel good. We sell wants.

Editors' Recommendations

Christopher Blomquist
Christopher Blomquist
Former Digital Trends Contributor
Christopher is a native New Yorker who lives and works (mostly) in Manhattan. A longtime fashion journalist, he served as…
La Canadienne’s Alberto penny loafers offer a modern take on a classic slip-on shoe
Why you should buy La Canadienne's Alberto loafers
La Canadienne Loafers

Do you know how penny loafers got their name? Back in the 1930s, a payphone would cost a measly two pennies to make a call. Penny loafers featured a slot in the tongue that could hold a penny in each one, just enough to cover an emergency phone call home if you needed. While classic shoes have developed over time, they have largely stayed the same. La Canadienne has found a way to upgrade the penny loafer and declare the return of the classic shoe.

Back with class and style
We know what you're thinking: these are my grandfather's shoes. There is a reason that, even after retirement, Grandpa still wore a luxurious pair of men's loafers both in the house and with his suit. The La Canadienne Alberto showcases a timeless style and slightly more oversized silhouette than its predecessors. Still, it retains the classic look that our fathers, grandfathers, and great-grandfathers came to know and love.

Read more
These are our favorite online shopping sites for affordable (yet stylish) clothes for men
Keep your budget safe and get cheap clothes online that look like you spent a pretty penny
A man dressed stylishly holding onto a shoulder bag

Many of us want to step up our fashion game, but it’s not easy to stay financially stable when updating your wardrobe nowadays. Somehow, shelling out $300 for the best shoes isn’t something we should put high up on our priority list. While we enjoy treating ourselves to a splurge-worthy piece from time to time, we’re firm believers in being practical and realistic about where you actually spend your money, and that includes finding cheap clothes online that still make us look good.

Although they are a basic necessity, clothes aren’t usually at the top of that list. But that doesn’t mean you have to sacrifice style for affordability or comfort. There are a good number of affordable online clothing stores that offer high-end style, and we curated the best cheap clothes online for men to refresh your wardrobe without going beyond your budget.

Read more
The best men’s jewelry: Add the perfect finishing touch to your look
Accessorize all of your best looks with the top jewelry items on the market
Man wearing bracelet and necklace

Jewelry has long been a difficult thing for many men to master simply because so much of it is considered too feminine. While a man in silver and gold can feel too gaudy and be seen as trying too hard, too much leather can make a man look like he's attempting to recreate the look of his favorite rock star, making him look immature. Therefore, many men stick to their favorite watches and try not to overdo it when looking for the best men's jewelry.

We're here to tell you that times are changing. You don't need to shy away from your favorite metals, even if going with something slim and simple is the alternative to going thick and eye catching. You can wear leathers, but like most things, less is more. The idea is not to overdo it. Jewelry is an accessory, and like any good accessory, it is meant to complement your look, not take it over.

Read more