The 10-year-old athletic apparel brand is adding a third channel to its distribution strategy with its new store in Manhattan’s SoHo neighborhood.
Redvanly stated that the brand is operating at a 40 percent margin and will hit $20 million in sales this year.
The brand, which is operated as a family business, has become a favorite of many athletes across golf, tennis, hockey and other sports. Redvanly stated the brand works with golfers such as Henrik Stenson and Louis Oosthuzien for their championships. In addition to the flagship, Redvanly entered Nordstrom about four years ago and Saks Fifth Avenue about a year and a half ago.
“One of the areas we’re not able to do until hopefully on [opening day] when we launch is to touch our own customers with our own team and our own stores,” Redvanly said about the store. “When we sell something, whether it’s at Saks or at a country club, we’re not the ones presenting it, they are. We’re not the ones talking about the product, they are. There’s no one better than us to do it, so we feel like that’s an area where we need to dive into.
Redvanly wanted the store’s first flagship to open in New York City as opposed to other locations because the founder is a New Jersey native and the brand’s headquarters are in New York City. He explained that the brand has plans to open other stores across the country, with upcoming plans for a Miami store.
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