For Sonny Balani, the founder of the established menswear brand Balani Custom Clothiers, the line between a bespoke suit and a bespoke closet is not just thin; it’s a natural extension of a lifestyle. This conviction is the driving force behind his latest venture, Custom Life Closets, a Chicago-based company co-founded with Cameron Seebeck, which aims to redefine home organization by approaching it from the perspective of a clothier rather than a cabinetmaker.

Launched in January 2024, Custom Life Closets is built on the philosophy that a well-designed closet is the ultimate accessory for a curated wardrobe. The company is leveraging decades of experience in the luxury market to bring a unique, fashion-forward approach to an industry traditionally rooted in construction and woodworking.

“You can have the best clothing in the world, but how you display it and how it looks and how you feel when you walk into the closet is so impactful to what you’re going to choose,” said Sonny Balani. “Instead of coming at it from a construction or cabinetry perspective, we’re coming at it from a wardrobe expert’s perspective. We understand people’s wardrobes so well, we can also think about how to lay it out.”

This unique angle stems from the synergy Balani sees between the two businesses. Both require working with luxury clients, taking meticulous measurements, collaborating on a vision, and executing it to perfection. It was this shared DNA that inspired Balani to partner with Seebeck, whose background in a high-growth mortgage company and strong relationship-building skills provided the perfect complement to Balani’s experience in scaling a national brand.

Foundation in fashion

The partnership between Balani and Seebeck began unconventionally, years before any business plan was drafted. Seebeck was a swim coach for Balani’s children nearly 15 years ago and later trained Balani for a triathlon. Based on that relationship, Balani said he recognized the diligence and customer-centric focus essential for a luxury service business.

“He is a former D1 swimmer, and you don’t get to that level unless you are an extremely hardworking, diligent individual,” Balani explained. “He’s detail-oriented. He won’t stop until the client’s happy. And that’s how we operate at Balani Custom Clothiers. That’s who I wanted to have as a partner.”

This focus on the client experience is embedded in the company’s four-step process: Consult, Create, Plan, and Install. Co-founder Cameron Seebeck leads a team that brings the showroom directly into the client’s home, complete with material samples, hardware options, and 3D design software to collaborate on the spot. All installers are in-house employees, ensuring quality control and a consistent brand experience from the branded company van to the final wipe-down of the new space.

“Ultimately, we believe that our seamless process from start to finish is what has allowed us to earn five-star reviews amongst all of our locations,” Seebeck said, “and most importantly, delivering custom closets that fit our clients’ custom lifestyle.”

Blueprint for growth

While currently serving the Chicagoland area and Southwest Michigan, Custom Life Closets has a national vision. Balani plans to replicate the growth of his clothing empire, which now spans 14 major U.S. cities, but on an accelerated timeline.

“My goal is to build with Custom Life Closets what took me 20 years to build with Balani Custom Clothiers,” Balani stated. “I’d like to do that in five years.”

The strategy involves co-locating Custom Life Closets with existing Balani showrooms, leveraging a built-in clientele that already trusts the brand’s commitment to quality and service. This expansion is part of a larger vision for a portfolio of “Custom Life” businesses, all centered on bespoke products and a high-touch service model. However, rapid growth will not come at the expense of their core values.

“As we do expand into new markets, it’s very important for us to maintain our local-first and high-touch approach,” Seebeck emphasized. “A client-centric experience throughout the entire process.”

Designing the experience

The company’s fashion-centric viewpoint is reflected in the design trends they are championing. While white remains an industry staple, Custom Life Closets sees a significant shift toward personalization and warmth.

“A majority of our clients are mixing and matching finishes in their closet,” Seebeck noted. “For example, acrylic drawer fronts are gaining significant popularity, as are upgraded drawer styles.”

He said that neutral base colors like light gray are often paired with high-gloss or textured acrylic fronts. Integrated LED lighting, stone countertops for islands, and specialized accessories like pull-out pant racks and double jewelry trays are becoming must-haves for clients looking to create a boutique-like sanctuary. These spaces are evolving beyond mere storage into personal showrooms where clients begin and end their day, surrounded by the things they love. It’s a vision that perfectly aligns the fit of a custom suit with the function of a custom closet.

For more, visit customlifeclosets.com.