Henry Stafford is one smart man. Using everything he learned while holding down a powerful job at Under Armour, he and 3 partners launched Revtown, a denim company that is taking the mens jean world by storm. Under Armour employees create $75 performance denim in a year.
Deciding that jeans didn’t need to be expensive to be awesome, they created their own denim fabric in Italy to set themselves apart from competitors. Henry talks a lot about their marketing as they only sell on their own website. No discounts ever, not even to staff, is one of their models.
They realized quickly that they needed to time their rollouts according to seasons. Henry said they take this part of their marketing very seriously. Jeans are pretty much a year round item, but not a huge seller in hotter months. The Revtown partners consider many different things now when launching a new item. Hopefully they will be the next FUBU!
Henry Stafford has been in the Product and marketing space for over 20 years with long stints at Under Armour, American Eagle, Old Navy and Abercrombie.
Henry was Under Armour’s former chief merchandising officer and help Under Armour grow from $800M to $5 billion over 6 years. His partner Steve Battista was a former senior vice president of creative at Under Armour, and Matt Maasdam, was the former head of the Under Armour’s e-commerce unit. Their fourth partner, Chris Lust, comes from the hedge fund world and is now the CEO and is the one who keeps them all in line!
The three of them set out to create quality denim, straightforward fits, and unbeatable comfort — and it’s clear they’ve achieved just that with Revtown.
Want to express your opinion?
Leave a reply!
I’m already getting orders from the email with the updated pricing that I just sent to my current st… Read more
Sarah Shaw is like Google, the entire How To section of Barnes and Nobles, Consumer Report and Yoda … Read more
I LOVE working with Sarah! The best business decision I’ve made recently is joining Sarah’s Retail R… Read more
We enrolled in Sarah Shaw’s program because we needed someone to kick us into shape! She did just … Read more
“I am a detailed person and hate when I buy something online and am not satisfied. It’s always hard … Read more
“I came to Sarah with just the seed of an idea, a pile of sketches, and a bundle of nerves. I left w… Read more
“In just one hour on the phone, Sarah gave me clarity in my pricing and bottom line… Our new product… Read more
With Sarah’s help and guidance I was able to get my product into the hands of 5 hot TV set dressers … Read more
“If you have dreamed of hitting it big, and your product has any kind of ‘it’ factor, as Sarah often… Read more
“With just one little tweak of Sarah’s expertise, I amplified the results of this new launch by 60… Read more
2 days ago