NYC shoe entrepreneur perfects the ballet flat
How Matt Bernson launched a successful shoe company, with little to no training in design
- Duration 8:30
- Date Oct 4, 2012
How Matt Bernson launched a successful shoe company, with little to no training in design
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Let's talk about.
This pair of shoes right here this fell eight -- very comfortable.
And does the designer and the owner of the company Matt burns -- is joining us right now mindset because you are tremendously successful small business sales growth every year up to 80%.
-- is -- six years ago itself a little bit about your journey.
So I started.
I was working construction at the time that in 2006 -- -- took a trip to India.
Found sandals a gift from my girlfriend resentment -- my then girlfriend now -- she fell in love with the sandal loved it and it.
Meet you wanna go back and and find the source of that sandal and some important people have to be scratching their head trying to you were in construction as in building home -- the end.
And carrying that in deciding kids yet and I don't really -- the expertise of construction in the idea of architecture.
And brought that to the construction of shoes and really sort of trying to problem solve a lot of the of the issues I was hearing -- -- -- because.
She's a really uncomfortable let me -- -- really yeah.
Tennis shoes and had -- tennis shoes that have given me blisters I just gotta have -- addicts from a podiatrist because I'm sick of being uncomfortable in my issues yeah seriously amiss and -- this is the conversation to have time and time again every single day with women and from everything from a -- -- to a high heel shoes they're happy they're one of the worst class action -- actually listen rest spent the most time trying to perfect comfort how do you get.
-- want to show me in any in the shoes yet this was a good one nice though we've really ballet -- that's your best seller best seller.
It's finished the vessel for four years my first ballet flat.
Was terribly uncomfortable I made the mystique of so many other designers and -- when there was -- it dug into the back and he'll be elastic who's digging in.
And so I talked to.
And so basically my wife and my mother complained about the -- -- didn't think so I decided.
That I had to fix every problem that us finding account and get packets of this right here this -- hello in the back.
It's actually meet with Moleskine the same material when you keep -- -- she's give you blisters because the pharmacy.
And it's gotta fill in at the back -- so afraid about doctor -- kinda have a version of that and -- already in the issue and it's this pattern to the recall he'll pillow -- -- it with some rivets in the back yet.
And it's religious it's about a half an inch -- thick cushioning but it doesn't look fat and -- -- and we have a viewer chat where our viewers right and and can you read this is asking where you make here.
Issues India China you they're now mostly made in China you have my own factory Brazil before that.
All the materials come from Italy Spain Argentina and Brazil but there are simple and easy cheap -- -- -- -- -- some -- it's actually it's it's less expensive that we actually get more technical expertise there than anywhere else that kind of -- many issues in.
In India Italy Spain Brazil.
A few other countries and found the best.
Technology's been in China -- impact of the Italians and Spanish shoe makers have really moved there are some great.
We hear concerns especially in the tech industry which I know you're not and put things in China are changing -- they have a growing middle class that is getting more -- -- Chinese are now entering the middle class for the first time you have are you noticing any of these issues to need to pay higher wages anything like that -- And we've always worked in that probably the most expensive.
-- -- -- factories and we've always had our high cut the cost of always been high that hasn't really been.
Where my focus suspense has -- quality and and making -- great products so.
Good prices have gone up but it hasn't been anything that weren't anticipating.
Yeah and you can find that currency issues and anthropology.
Bloomingdale's scoop as of last month in Norwich from yet are you gonna start thinking let me be here in the US anytime soon people we've we have experimented with.
The idea of trying to figured out and there's been some some real challenges of a lot of it has been at the manufacturing expertise is just.
-- here -- footwear.
So it's been it's been a child's death sentence and working on getting try to be so in Brooklyn and so far has been -- has not been successful -- -- construction background explain your beautiful store in TriBeCa.
It's certainly help.
I had to get it done quickly I I have to say that there is big challenge yet we had to do very quickly in the small.
A small business we -- time today to make.
It's like build for a long time -- to act very quickly found space designed and built it -- -- treatment period of time.
-- price points out ninety dollars to 300 -- -- fancy -- probably somewhere that was -- 120 fives from -- around the starting.
-- starting price -- an eight day is that working for you worry I found it to be really great place that we.
We we don't -- we're not looking to go lower and compete with lower prices and I feel like.
He usually were the least expensive she was the most expensive source so that's kind of great way to put it yes no yes so we're the entry price point for the stories that we're in -- sort of lagged.
I -- scoop is a great example which is you know.
I'm very expensive items that hasn't said he's staying in ran TV someone wants to do smaller players can do it that day and if you -- -- can't all -- she is.
Sudanese are really hot right now right that's that trend we're saying -- -- -- greater -- that you're seeing right there yeah.
And I think we have you know we're talking several pairs left in the 1224.
I -- left early -- -- Well I don't understand we have color and I love well yeah that would mean it's just it's it's occurred at the top instead of cutting cut straight across.
It's a flattering cut the ankle and and yes let's talk you can actually make a woman's calf and -- really get you the calf ankle and legs your whole body is if you can -- the ankle.
Appears to -- 82 legs look longer like science -- I don't know with the loss related thing.
We -- system -- -- Patty Duke Democrats.
Knowing that -- figured out an -- I mean obviously I can't really draw -- -- also have to meet the shoes on I keep infants and it was actually designing it on.
A woman's foot on their leg and sent to figure out what worked and what today.
Putting them together and then she over there you aren't -- -- -- -- -- want something really simple and cool I think they want to feel cool -- masculine at the same time.
I think comfort is a huge issue I mean we're on the run and on the go so I think you wanna have something that that.
And feel comfortable in but.
You look you know look cool here small business yes in the small business show what you gotta keep your success what advice -- again.
What is that I think the advice I would -- is not to follow everyone's advice -- That a lot of yeah.
Yeah I -- somebody kinda how many people told we do not open a retail store it's hard it's difficult.
And what -- found is that yes it's difficult and that's my wife -- people are not successful at it.
So you only have one retail store when we tests are now plans for two or three.
Okay thank you just described a little bit how the system marks where you saw and other stories have you talked to has had a metal work -- -- -- ambivalent.
Since unit contract with you because they're worried about their cells were coming up into the holiday season in consumer spending is expected to be just OK -- we work.
Very inclusive in with -- tell us why don't have -- -- many outside sales entity I work one on one personally with them with my sales person.
And we you know trying guarantee sell -- I mean that's part of we're partners from the smallest BT today to the biggest change.
There has to be performance -- retail or they don't wanna talk to the next season so in season.
We're working with them and making sure that everything's tuned in and and working and that's -- party -- -- the secret to success was I think it's.
It's itself through at retail nobody wants a great looking -- that sits on there.
-- -- notorious did you know that that shiny glittery -- always and it basically sell out.
-- I need we knew it was gonna be huge hit editors -- magazines were clamoring for it couldn't have anticipated how quickly would sell out.
-- done and that's always a great thing to be yet to be sold out of something we did so out of three months' worth of inventory three weeks congratulations.
Sad how do you feel about the upcoming holidays seem.
Holidays I mean we feel great because we -- such -- action at our own retail store and at retail at least for my -- I can't speak so much overall but.
We have reason we see retail and be very careful Lexington focusing on things -- really think you're gonna be thanks.
His work like an accessory people are willing to open their wallets a little bit wider for something that they can get more use out of and -- it's comfortable -- -- for functional and essential he needed to send money anyway.
Exactly I think -- you little things can end up in the back of their closet and longevity of being able to -- -- -- -- -- -- in September you wanna Wear that.
For you the entire winter not just for one month and one half men friends and thank you so much for your stories are coming -- really appreciate it.