Retail Merchandiser - March/April 2012 - (Page 66)

Licensing FASHION ANGELS Crafting Innovation Comfort with innovation and change helped Fashion Angels become a leading designer of craft kits, jewelry and accessories and other products for tweens. T hink about Milwaukee and the image that usually comes to mind is beer, not fashion or crafts. But Milwaukee-based Fashion Angels Enterprises has created a solid reputation for the design and manufacture of high quality products for tween girls since 1996. “Our core mission is all about the product and wanting to make the best product we can,” CEO Mark Miller says. “We will never shortchange the product or dumb it down. We will make it fun and innovative in a way that the consumer can have an extraordinary experience.” Different Perspective Initially known as The Bead Shop, the company can trace its roots to Mark and Goldi Miller’s 10 boutique fashion stores, called Goldi, that were located around the Midwest. After seeing success selling loose beads in the stores, the Millers eventually chose to sell beads on a larger sale and ultimately started selling craft and beading kits. The Fashion Angels name came into being with the 4 Fashion Angels Paper Doll Fashion Design Kit, which included fabric, clothing and accessory patterns, gems, buttons and other trimmings. By 2006, the company had grown beyond just bead kits, which is why The Bead Shop rebranded and became Fashion Angels Enterprises. “We have a different perspective from most toy companies, having come from fashion and fashion retail,” Miller says. “We understand the consumer, and we love innovation, trend and change. For many companies, that is where they struggle. For us, we are comfortable dealing with constant change and finding the next trend.” Today the company designs and manufactures fashion design and craft kits, an eco-friendly line, a jewelry and accessory line, pet products and licensed product lines. The licensed product lines include products connected to various popular brands, including Project Runway, Barbie, Hot Wheels, Monster High and Lalaloopsy. The company is the brainchild of three partners: Mark and Goldi Miller, and Goldi’s sister, Myra Mouloudji, who is an equally engaged partner. Its product lines have been extremely well received by consumers and industry stakeholders alike. In fact, Fashion Angels’ Project Runway Sketch Portfolio is a finalist for The Toy Industry Association’s Activity Toy of the Year. Fashion Angels’ products can be found in more than 10,000 retail stores in the United States, and they are distributed on a global level, as well. It is the company’s goal to create innovative, quality products that are in line with – or out in front of – fashion trends. Managing Growth The company is always looking to add to and improve its product line. 66 March/April 2012

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2012

Retail Merchandiser - March/April 2012
Creating Value
Design Strategies
Toy Fair 2012 Wrap-Up
Expo West 2012 Wrap-Up
Fashion Week
Category Insight
China Sourcing Fair 2012 Preview
Cover Story: Jessica Simpson
charming CHARLIE
Fantastic Sams
The Bargain! Shop
Sportsman’s Warehouse
Fruth Pharmacy
Apricot Lane Boutique
Hi-School Pharmacy
Hallmark Cards Canada
Metropolitan Transportation Authority
Rubie’s Costume Co.
Fashion Angels
K’NEX Brands
Total Wine & More
Sigel’s Beverages
O&W Inc.
New Hampshire State Liquor Commission
Kohler Distributing Co.
New & Notable

Retail Merchandiser - March/April 2012