The Irvine, Calif.-based firm recently launched an elevated basics collection called Rag Poets. It’s priced at retail from $58 to $88 and is now in about 250 retail accounts. And there’s another line already being planned for early next year.
“I really focus on the boutique stores so I don’t really sell to any department stores,” said cofounder Greg Garrett. “When you go into a boutique store, they don’t like to carry a dominant brand so that’s where the multibrands have come in.”
Rag Poets joins Z Supply’s existing brand portfolio, which includes its namesake basics line and contemporary label Black Swan along with White Crow and Others Follow, which skew slightly younger.
Garrett said Rag Poets was conceived roughly a year ago during a trip to Carmel and is aimed at the customer in the 28- to 40-year-old range.
“I saw this void of really casual, I hate to call it weekendwear, but it’s when you come home at night and you’re going out but you still want to look great,” he said.
The line totals 36 stockkeeping units.
“[With] none of my labels, the sku count is very big,” Garrett said. “We don’t develop 120-piece lines. The most we develop is 40 to 60 sku’s per season [per brand].”
The strategy appears to be working.
Rag Poets is expected to end the calendar year with about $500,000 in revenue. Z Supply companywide revenue for the year is projected to be $24 million.
Construction is just being wrapped up on an expansion to the company’s headquarters that, when completed, will add about 5,000 square feet, bringing its total presence at the site to about 15,000 square feet.
Garrett’s planning another label that will be launched next year for which he said he’ll bring on a partner sometime in February or March to build out that line.