Retail Merchandiser - January/February 2015 - 44

Retail

BEFORE + AGAIN

Carving a Niche

Before + Again is expanding its internal capabilities to meet its customers' demands for
more choices and utlizing social media to share the stories behind its designs. BY JANICE HOPPE

Some differentiators of Before + Again include
offering quick reorders, more choices and no
minimums for its specialty boutique clients

B
Peter Daneyko,
founding partner
www.beforeandagain.com
St. Louis

44

efore + Again founding partner Peter
Daneyko says starting a new clothing company from scratch in 2008 with partners
Joe Werner and Jon Rianhard seemed to be
a fool's errand. But within one year, the company established its niche and the label took off by catering
to the needs of specialty boutiques.
"We reviewed specialty boutiques and looked at the
challenges specific to them for a possible sweet spot,"
Daneyko says. "It was really about asking what their
problems were and they told us it was choice, quick
turns, bigger selections and low minimums. We built a
system that allowed us to mitigate the risk of poor sellers in the store, gave them choice and no minimums."
The St. Louis-based company started by conducting countless fabric printing experiments in a oneroom shop. That eventually led to its patented system, which enables it to transfer design inspirations

RETAIL-MERCHANDISER.COM

January/February 2015

and print concepts to pre-constructed garments. The
process provided Before + Again with the ability to
rapidly share a variety of looks with a broad consumer audience.
Momentum really began at Before + Again when
Werner's wife, Susan, asked if some of her designs
could be printed on fashionable and trendy burnout
fabrics. She and her friends started wearing the newlook tees and were literally stopped in the streets by
women asking where they got their shirts, Daneyko
says. "We weren't going to get into women's fashion
at all," he explains. "We were going to be an online
e-commerce company where customers could print
their own designs onto clothing. But, one thing led
to another and instead of selling on the web we created a label and went wholesale in 2009."
Today, Before + Again sells to about 900 specialty
boutiques in the United States, Canada, Australia
and the Caribbean.

Boutique Business
Some of the major differentiators for Before + Again
are its abilities to offer quick reorders, more choices
and no minimums for its specialty boutique clients.
"We are predominately in the design and print business," Daneyko says. "We continue to expand the
number of bodies and styles to print onto for boutique owners. The company has 20 different styles
and hundreds of prints to choose from that can be
shipped within two weeks."
Before + Again produces its products to order
and Daneyko says that has been the key to the company's success. Its products are all manufactured
in the United States from its headquarters in St.
Louis, which allows the company to turn its product around within two weeks. "Because we produce
to order we can be extremely creative and cater to
trends and consumer demand in real-time, something that is extremely challenging with traditional
manufacturing," he adds.
The print-to-order method is ideal for Before +
Again because each specialty boutique wants differ-


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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
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