KLeN Laundry targets undergarments

We caught up with KLeN Laundry’s Mark Froke on how business is going in the action sports undergarment category.

 

When and why did you start KLeN?

We started KLeN (pronounced “clean”) back in September of 2008, but it was over a year before we had our first product available for sale. The whole idea behind the company was to do something fun, something different, something relevant and something that could contribute a positive impact to the industry and our communities.

 

Why undergarments?

Why undergarments – it’s a good question and one we get asked a lot. The simple answer is why not?

 

But the real answer is that socks and underwear are the primary staples of every wardrobe. Socks and underwear were the first forms of clothing ever made and they remain the two pieces that almost everyone puts on every day regardless of whether they are a construction worker or a Fortune 500 CEO.

 

What is your biggest category: socks, shirts or underwear?

Socks are by far our biggest and best category overall, but I’m convinced that the new first layer collection may takeover based on the feedback we are receiving from retailers.

 

What is your background in action sports?

I have long been an active participant in action sports from surfing and skating to racing motorcycles. I’ve been fortunate to travel many parts of the world scoring amazing surf and that is something that a person never forgets.

 

My wife, April, was a sponsored snowboarder for many years and has traveled for good snow and she has since worked many creative years in the apparel and surf industry. It’s just something that is a part of us and constantly inspires us.

 

How is business? How big is the brand now and how many retailers are you in?

KLeN is doing really well. Since we’ve only been selling product for less than 18 months we have nowhere to go but up. We are in approximately 31 retailers, which equates to more doors since several have multiple locations.

 

Who are some of your key retailers and what types of shops do you sell to?

We’ve had a great opportunity to bridge a few channels and sell to different retailers based on our involvement with action sports and athletes on one side and then our commitment to quality and premium fabrics on the other.

 

Some of our key core accounts include Val Surf, Sport Chalet, US Outdoor and Mountain High on one side and then on the other we have The Man Shop, Chasalla, Zschoche (lifestyle and home décor store) and Shoebuy.com. We are fortunate to have had re-orders from every retailer we supply and over 60% of our online customers have returned.

 

See Page 2 for details about new KLeN products for 2011

 

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Can you explain briefly your environmental mission and strategy in regard to products?

When we started this brand we wanted to make sure we were giving the customer something different, something to be proud of and something that will last. Our principles were simple really — offer the customer a product that had comfort, style and eco-friendly materials.

 

We’ve elaborated on it and now have a Tree’s for T’s program where we plant a tree for every shirt we sell through a partnership with the Arbor Day Foundation and we are also members of 1% for the Planet. We’ve found that the properties of environmentally friendly fabrics are actually superior to standard cottons anyhow so why not do the right thing and create a better product.

 

Where are you based and how many people are in the company?

My wife April and I started KLeN in a basement in Long Beach, CA and have since moved to Corona to increase our warehouse and office space. We’re still adjusting to not seeing the ocean every morning, but we’re now that much closer to the mountains.

 

Not including the outside sales reps or athletes we sponsor we are still just a two person company. My wife and I run the day-to-day operations, but we couldn’t do it without all the help we receive. There are countless unpaid people that have pitched in because they believe in the brand and what it stands for.

 

What’s been the hottest selling products/styles?

In the core accounts, our crew socks are by far the best sellers with the black/red and the blue/white colorways leading the way. In our boutique style accounts the V-neck undershirts and trunks have proven to be a hit and our trunks are sold out in all but one size.

 

How are you funding the company?

We are a privately funded company. My wife and I and our partner financed the company. We have made the decision to carry no debt (one small credit card) and have the company operate on cash for the time being to prevent any scary situations.

 

As an inventory-based company, the last thing we want is to sit on stacks of unsold product in an economy that is very difficult to predict from one period to the next. We’ve been lucky enough to have accurate forecasting and keep things fresh with our customers.

 

And what is you background? What did you do before KLeN?

I’ve been in sales since I graduated from college. My entire sales career has been in consumer goods, but not exclusively to action sports. I’ve managed business for Nestle Refrigerated, partnered on an internationally awarded light bulb company, managed Coca-Cola key customers and managed a sales team for a portfolio nutrition company. I’ve been fortunate to learn from some very bright people and manage accounts that did more than $60 million annually.

 

April has a background in design; she went to art school at Otis and has done everything from managing surf camps to designing for Dickies Girl and Lucas Oil. Our other partner owns and operates an importing company in the promotional marketing industry and has been influential in helping us secure partnerships with our factories.

 

What are your biggest challenges right now?

Our biggest challenge is getting the retailers to take a chance on a new company and new category. Not too many core accounts have ever really sold socks or underwear other than the ones put out by Volcom, Quik or Vans. We’ve been able to take that basic concept and offer a premium quality alternative. Once we get them to try, they are hooked! Every one of our retailers has re-ordered. I’ll take the opportunity to say that we’re looking for reps too!

 

What’s next for the brand?

We’ve really made our best effort in listening to our accounts and to our athletes and so we are launching an entire first layer program in early 2011. We’ll also be introducing snow specific and moto specific riding socks.