Matix Co-Founder Brian Dunlap is departing after a long tenure leading the brand.
Brian and his partners launched Matix in 1998, and he stayed with the brand when Westlife Distribution bought it during the Podium Distribution bankruptcy process, and then last year, when the brand was licensed to Thread Collective.
Brian is ready to start a new chapter, and he answered some questions for us about his decision to depart.
Why did you decide to leave?
Brian Dunlap: We have been planning this for a while, as it is time for me to move on and explore new opportunities. I have been going hard for over 20 years straight and working on Matix for 18 of them.
From the inception of our second retail store 118 Board Shop in 1994, I have literally been working nonstop. Since that point I have been a part of launching DVS Shoe Company (1995), Matix Clothing (1998), Lakai Limited (2000), Clae Footwear (2001) and in later years became a partner of Cadence Collection (2010).
I was super stoked to be working under the Westlife umbrella and right off the bat it felt like home. Mike West has created an incredible working atmosphere and he just gets it. We worked really hard to re-launch the brand and introduced the “From the Ground Up” campaign at Agenda in Jan 2013. We were all hands on deck and did everything in our power to create some noise and get the brand on a good track. We accomplished a lot and it has been a great ride since.
In August of 2015, we did a licensee deal with Thread Collective Inc., a Montreal based company. Westlife owns the brand and controls the IP. The staff in LA works out of the Westlife building and creates the brand direction, sales and marketing. Back end is done through TCI.
I had agreed with TCI that I would stay on board and put the right people in place and make sure the brand was set up for success. We knew we would need a couple seasons to get organized and now are shipping our third season under TCI and just had a very successful Agenda show with the launch of our “No Wrong Turns,” Spring 2017 line.
How has the switch to a licensed model been going?
Brian Dunlap: We got off to a bumpy start with holiday shipping but we have spent a lot of time setting up the new processes and procedures and are happy to see our fall goods ready to ship on time. It just took a little time aligning the business but now I can really see the potential of what’s ahead.
TCI has massive resources for development and production and we have already been able to implement insane margins for retailers on our key products. Items like chinos and short sleeve wovens are now coming loaded with 55 margins for retailers. At a time when retail is tough, I think this is a perfect reason for them to focus on brands that they can make more money on.
What will you do now?
Brian Dunlap: For years now I have always wanted to take the summer off. As the last day of school approaches I just see how excited my kids are to soak up the summer and take a break. I just thought it would be so cool if I could enjoy that with them. So we will be loading up the motorhome and plan to be on the road for July and August. I figured you only live once and my kids are getting older so it’s now or never.
When summer comes to a close I am going to be putting my effort into Cadence Collection. My wife Sandy and I partnered up with the founder Dustin Klein and have been incubating this brand for the last six years.
Riding bikes has always been a passion of mine as I started racing BMX at age 5 and spent my early years at the infamous Devonshire Downs, which my family was part owner of. My current obsession of road, cross and mountain biking is what keeps me ticking.
I have learned so much over the years. I would love to team with some brands that need help launching a new sector, reorganizing a current structure or just need additional input on what they are doing. Sometimes when you are in the business day in and day out it’s tough to step back and decide what really needs to happen in order to move forward. For those that know me well, I am not good at sitting still for too long so will be ready when any new doors open.
Tell us about the Cadence Collection.
Brian Dunlap: We partnered up with the founder Dustin Klein in 2010 after we did a collaboration project for DVS Shoes.
We build denim, fleece and jackets for the daily commuter to full performance spandex for the dedicated rider or racer. There is a ton of cross over from action sports but it really is a different animal as it lives in the cycling industry. Our main office is here in LA at the Westlife building and my partner runs the design studio in Portland.
Any thoughts on the state of the industry and what you have seen over the years?
Brian Dunlap: It’s a different time and place these days. You have to be able to operate your business nimbly enough to make changes to get through the hard times.
The shift to online, all the big box bankruptcies – it’s going to keep everyone on their toes. With what is going on globally, I think we will see a bumpy few years in overall business and not just action sports.
As a manufacturer with the compression of retail on the wholesale channels, I would be more focused on survival and bottom line vs. any type of major growth right now.
