Reynolds shares his expertise with Metromode, and explains how a star hip-hop artist stepped in to assist in the course of the pandemic.
Metromode: How did COVID-19 impression your enterprise?
Chris Reynolds: Throughout the first shut down of COVID-19 our retailer at Partridge Creek Mall was closed for two-and-a-half months, which effected in-person gross sales vastly, however we have been nonetheless capable of get on-line gross sales. All of our occasions that have been booked have been canceled, which hit the corporate laborious, round 30%-40% lack of revenue, nonetheless on-line gross sales assist hold the enterprise keep afloat.
We are actually again open within the retailer and had a pop-up open in [Village of] Rochester Hills mall from October to December, and I had one supervisor working the Rochester retailer with one worker. Throughout the holidays, I had three staff working part-time on the Partridge Creek retailer and I labored the weekends. Partridge continues to be open each weekend and goes sturdy and we love and admire all our prospects that cease in to our retailer. We proceed to attend for occasions to begin again up once more, hopefully come this spring.
Hip-hop artist Swifty McVay companions with Detroit Life attire throughout COVID-19.What has helped hold your enterprise operating?
On-line gross sales helped hold income up in addition to Detroit Life partnered up with D12 artist Swifty McVay. We collaborated on a Swifty McVay attire line, he got here out with a Detroit Life LP album and “Welcome To Detroit” music video with the solid sporting Detroit Life attire. Swifty has been selling and posting about Detroit Life on his social media platforms, which helped the corporate get extra recognition. We additionally had a Black Friday sale which introduced in loads of gross sales as effectively, and I made an look on information [WXYZ] Channel 7 which actually helped get our title on the market.
Now that companies are reopening, what is the greatest problem for you?
With enterprise reopening, our greatest problem is at all times rivals in addition to if occasions this summer season will start once more or not. Doing occasions helps us get our title out to extra surrounding areas within the Michigan space, in addition to extra gross sales.
How has the neighborhood responded?
After my look on channel 7 many purchasers got here into Partridge Creek Mall and our pop-up location and stated they heard about us on TV and wished to assist assist locals. We get loads of devoted common prospects and new prospects all saying they love to buy native, and present their love and assist for Detroit Life, and so they love what the model represents.
What’s one second that or response or response that has given you hope to your firm throughout this pandemic?
Rick Wershe, aka White Boy Rick, got here to the shop as a result of he loves the model and motion of Detroit Life. He purchased a ton of drugs and even purchased one other buyer’s buy (paying it ahead) which confirmed there may be love and hope on this world even throughout a pandemic. Rick wished to buy and assist locals and he’s considered one of many celebrities which have are available and supported Detroit Life. We’ve had Mark Wahlberg, Royce Da 5’9″, and Trick Trick to call a couple of that assist the model and have carried out photographs or a video in it.
What do you expect, and what do you hope for, for the remainder of the yr?
We’ve a ton deliberate for this yr. I began up my two-year-old daughter’s personal attire line Merely Sadie to carry pleasure and hope to all little women world wide, and we have now a bike model BIKE LIFE 313 as effectively. I’m hopeful that occasions will open again up this summer season and we are able to have our cubicles open again up once more.
I personally assume issues are going to show round, possibly not 100% at first, however they already are turning round, for my part. I can’t talk about different manufacturers or firms, however we’re lucky to nonetheless be open and nonetheless push ahead.