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| D.W. Uniforms Goes Niche to National, Paying Attention to the Details |
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| Monday, 04 May 2009 07:57 | |||
 It's the one bright spot in an otherwise murky economy: small businesses are holding their own. The economy may be unfavorable, but small businesses aren't doing as poorly as some would expect. In fact, the majority are experiencing positive growth despite the economic downtown, and those in the uniform industry are no exception. Take D.W. Uniforms, a small manufacturer located in south Florida. Undeterred by the gloom and doom, the company recently moved into a new facility in Pompano Beach, doubling the size of its previous space. A new business plan is also in the works, and calls for, among other things, a 100% increase in sales over the next 18 months. And while layoffs are the norm nowadays, D.W. is adding to its ranks, hiring a marketing person and increasing the size of its sales force. They're recently hired a Las Vegas rep, and are looking for additional presence in Atlanta, Chicago and Florida. "The name of the game is sales," says Harriet Moskowitz, director of marketing communications and brand management for the company. "You have to put people in place in order to grow." You also have to increase visibility, which they've done by exhibiting at industry shows throughout the country. Their great expectations are all the more striking when you consider that D.W. Uniforms is barely four years old. But perhaps not. Small business owners across the country are particularly optimistic these days, if last month's Discover Small Business Watch is to be believed. Its April survey had the highest number of small-business owners expressing confidence about the economy its had in 14 months. And according to the Small Business Success Index (SBSI), an ongoing study of U.S. small businesses, "nearly 70% of small businesses are actually projecting revenues that are at or ahead of last year's levels, despite the economic situation." Yet the landscape is far from rosy. "You can't overlook the economy," Moskowitz admits. D.W. Uniforms is a made-in-the-USA manufacturer of uniforms and accessories for the hospitality, gaming, spa, entertainment and fine dining industries. It has made a name for itself, like many other small businesses, by paying attention to the details, by giving the customer what he wants. "If you want us to hold your hand, we will," says Moskowitz. Founded by Dominican Republic-born Ariosto "Ari" Fondeur and New York native Peter Franks, the company came into existence because of trends in hospitality that focused on customization. "Customers were moving away from a stock look, preferring garments with both style and function that set their operations apart from the competition," said Fondeur in a written statement. They were also looking for service, something that larger suppliers had difficulty fulfilling. It was the perfect opportunity. Fondeur, with his background in the uniform industry, and Franks, with his events planning experience, seized the day.  Fondeur had previously headed his own sewing facility which specialized in contract manufacturing for the likes of Angelica, Uniform Ideas and Disney, to name a few. During the ‘90s, he became the go-to person to resolve issues or make modifications in patterns, and gained industry-wide respect for his hands-on approach to garment construction. "He looks at everything that gets made," Moskowitz notes. That attention to detail would serve the fledgling D.W. well when it opened its doors in 2005. It concentrated on smaller businesses, ones that were generally eschewed by the industry's major players, and worked to capture business locally, going after the many day spas, upscale eateries and boutique hotels that punctuated South Florida's coastline. For design inspiration, it took its cue from the retail industry, creating apparel that was hip and stylish, with a nod to the upscale. D.W. quickly found its niche in the high end market, providing the creativity, service and workmanship this segment had come to expect. Before long, the company extended its reach beyond the shores of South Florida to other regions of the country. "We currently have several small projects in Las Vegas, but we're looking for other opportunities," says Moskowitz. The company's reputation as a stickler for detail undoubtedly helped it land the newly opened Viceroy Icon Brickell, a high profile boutique hotel located in Miami. The urban resort/residence boasts a 28,000 square-foot spa and fitness center, state-of-the-art business facilities, rooftop longue, upscale room service and a butler for special events, all housed in a trendy South Beach location. D.W. created outfits for much of the staff, including custom poly/wool suits for guest services and a French maid tunic with tulip shaped pockets and cuffs for housekeeping. "They're very cool, very South Beach," says Moskowitz of the designs. Their new factory serves as a finishing facility, where Fondeur personally inspects each garment before it ships to the customer. "He checks for threads, he looks at the seams, you name it, he does it," says Moskowitz.  He is also D.W. Uniforms chief designer, creating many items in the D.W. product line, including an eye-catching bustier that has become a hot ticket of late. Colored in deep red, the custom made garment has a front zip closer, back lacing through grommets, and a picot edged elastic trim. Still, there are some who speculate the full effects of the recession have yet to be realized. Many of the hotels, casinos and cruise ships that have opened were in the process of being built when the economy soured, and it remains to be seen whether these businesses will flourish, or if new properties will sprout up. And as consumers cut back, eating out, fine dining or otherwise, might become a thing of the past. But Moskowitz insists there's no shortage of business at the moment. "There's still strong growth out there, and in some unexpected places like the Gentlemen's Club market and private yachting," she says. Of course, custom garments do come at a premium, but the D.W. Uniforms' catalog includes items at every price point. "We have a $50 bustier and a $300 bustier, depending on your needs," Moskowitz says. The company is also a distributor of many well known industry brands, including Edwards Garment, Dickies, and Red Kap. "We have many product offerings and can accommodate customers across the spectrum," she adds. But if you're looking to buy 1000 nurses outfits and need to shop around, do so elsewhere. "That's not the business we're in," notes Moskowitz.
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| Last Updated on Monday, 04 May 2009 08:49 |
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