UNTUCKit Teams With Blackhawk Network To Grow Gift Card Program

Apparel startup UNTUCKit is partnering with global payments provider Blackhawk Network to grow its gift card program into malls and supermarkets.

“As more states reopen and people trickle back to work and social gatherings, many find themselves in need of a wardrobe refresh,” Aaron Sanandres, CEO and co-founder of UNTUCKit, said in a press release on Thursday (June 17). “We expect demand to grow steadily as Americans start to live their lives again — and Father’s Day may be a catalyst that enhances that demand.”

Blackhawk will issue UNTUCKit’s physical and digital gift cards and distribute them to brick-and-mortar stores and online gift card malls. The company also will handle customer service for the gift card program. The cards will range from $25 to $250 and can be used at UNTUCKit’s 86 retail locations as well as on its website.

A survey conducted by Blackhawk showed that 76 percent of respondents are planning to give more gifts now that pandemic lockdowns are being lifted. Some 79 percent of those surveyed are also anticipating they will spend more on gifts.

Brett Narlinger, head of global commerce for Blackhawk Network, said that as people venture out and “spend big,” it’s important that brands have a flexible “two-pronged gift card program” in place.

“Meeting consumers where they are — whether in-store or online — is a must for brands looking to optimize customers’ brand experiences, nurture growth and drive loyalty,” Narlinger added.

Blackhawk Network is one of the top issuers of gift and prepaid cards, according to the press release.

UNTUCKit was co-founded in 2011 in New York City’s SoHo by Chris Riccobono and Sanandres, who serves as CEO. The startup apparel company is known for designing men’s shirts made to be worn untucked. The brand has since expanded and offers a cross-section of clothing for men and offers shorts, dresses, and blazers for women.

Blackhawk Network CEO and President Talbott Roche told PYMNTS CEO Karen Webster in April that gift cards are an “on-ramp to the digital payments highway for consumers.” She said gift card rails are a seamless way to transfer funds in both B2C and B2B contexts.