Ledbury co-founders Paul Watson, on left, and Paul Trible. (Courtesy Ledbury)
Around this time last year, most of Ledbury’s sales were button-down shirts and other clothes fully concocted by the company’s team.
But these days, most Ledbury packages landing on customers’ doorsteps are filled with garments the customers themselves had a hand in designing.
The local menswear company is underway on a new chapter in which customizable clothing largely drives its revenue. Ledbury co-founder Paul Trible said recently the sales split is about 80-20, with items from the company’s so-named made-to-order program making up the larger share. About this time in 2022, a few months into the introduction of the new offerings, the ratio was the reverse.
“We have been in the process of transitioning from ready-to-wear to rapid made-to-order” products, Trible said in an interview in late November. “With this model it still looks and feels like the regular way of shopping at Ledbury but it’s different on the back end.”
The Ledbury made-to-order program allows customers to select different collar shapes, tweak the fit, decide whether they want a breast pocket and make other changes to its button-down shirts. The program also includes customizable pants and polo shirts. It continues to sell ready-to-wear offerings, including sweaters and additional button-down shirts.
Trible said the transition has had the effect of creating a more nimble company that’s responsive to what customers want in their clothing. While the program offers customization, it isn’t quite to the level of a bespoke or made-to-measure service.
“It’s a much better model because we carry less inventory, working capital requirements are much less and at the same time we’re providing a better experience for customers,” he said. “Customers like that; they like to be able to pick their collars. We just do a few customizations, it’s not a full made-to-measure.”
It’s also helped improve sales. Trible said the average amount of money spent by a customer per order has increased 20 percent year over year.
Customizable button-down shirts range in price from $115 to $185 per shirt, according to Ledbury’s website.
Ledbury largely sells its products on its own webstore, though Trible said the company has some wholesale accounts as well.
Ledbury shuttered its last brick-and-mortar store at 315 W. Broad St. in late 2022. The company doesn’t have immediate plans to reestablish a physical retail presence. (BizSense file photo)
The made-to-order program was launched in the summer of 2022 with just button-down shirts and has since added other garments to its offerings. Pants were introduced in May. Looking forward, Ledbury would like to offer customizable sports coats.
Ledbury was buffeted by the COVID-19 pandemic and how that changed workplace habits and attire. Trible said business has rebounded more recently.
“The focus is still on the shirt business. The pandemic was so hard for work dress and attire. It was a shock to the system of everyone in this business. It’s bounced back and I think we have a good hybrid model,” he said.
Late in 2022 Ledbury shuttered its brick-and-mortar store at 315 W. Broad St. in downtown Richmond, which brought to an end a retail footprint that over the years included stores in New York City, Washington, D.C., and elsewhere in the local area.
The company doesn’t have near-term plans to get back into the physical retail business. Trible, who co-founded Ledbury with Paul Watson in 2009, said the company’s experience with its pivot to customizable clothing sold over its website has motivated it to focus on online sales for the foreseeable future. While he didn’t close the door entirely on a return to physical retail, he said it wasn’t a priority at this time.
Ledbury has 10 employees, down from 17 two years ago, and has its offices at 1520 W. Main St. in the Fan. The company stores and ships inventory out of local fulfillment company Shipvine’s Manchester facilities.
Ledbury began to market its customizable clothing in October, and expects to launch further efforts to advertise those offerings in the coming year. Ledbury also plans to relaunch its shoe brand Tangier in 2024.
“The last year was about rebounding and retooling the model,” Trible said. “This next year is to really put some gas behind it.”
Ledbury co-founders Paul Watson, on left, and Paul Trible. (Courtesy Ledbury)
Around this time last year, most of Ledbury’s sales were button-down shirts and other clothes fully concocted by the company’s team.
But these days, most Ledbury packages landing on customers’ doorsteps are filled with garments the customers themselves had a hand in designing.
The local menswear company is underway on a new chapter in which customizable clothing largely drives its revenue. Ledbury co-founder Paul Trible said recently the sales split is about 80-20, with items from the company’s so-named made-to-order program making up the larger share. About this time in 2022, a few months into the introduction of the new offerings, the ratio was the reverse.
“We have been in the process of transitioning from ready-to-wear to rapid made-to-order” products, Trible said in an interview in late November. “With this model it still looks and feels like the regular way of shopping at Ledbury but it’s different on the back end.”
The Ledbury made-to-order program allows customers to select different collar shapes, tweak the fit, decide whether they want a breast pocket and make other changes to its button-down shirts. The program also includes customizable pants and polo shirts. It continues to sell ready-to-wear offerings, including sweaters and additional button-down shirts.
Trible said the transition has had the effect of creating a more nimble company that’s responsive to what customers want in their clothing. While the program offers customization, it isn’t quite to the level of a bespoke or made-to-measure service.
“It’s a much better model because we carry less inventory, working capital requirements are much less and at the same time we’re providing a better experience for customers,” he said. “Customers like that; they like to be able to pick their collars. We just do a few customizations, it’s not a full made-to-measure.”
It’s also helped improve sales. Trible said the average amount of money spent by a customer per order has increased 20 percent year over year.
Customizable button-down shirts range in price from $115 to $185 per shirt, according to Ledbury’s website.
Ledbury largely sells its products on its own webstore, though Trible said the company has some wholesale accounts as well.
Ledbury shuttered its last brick-and-mortar store at 315 W. Broad St. in late 2022. The company doesn’t have immediate plans to reestablish a physical retail presence. (BizSense file photo)
The made-to-order program was launched in the summer of 2022 with just button-down shirts and has since added other garments to its offerings. Pants were introduced in May. Looking forward, Ledbury would like to offer customizable sports coats.
Ledbury was buffeted by the COVID-19 pandemic and how that changed workplace habits and attire. Trible said business has rebounded more recently.
“The focus is still on the shirt business. The pandemic was so hard for work dress and attire. It was a shock to the system of everyone in this business. It’s bounced back and I think we have a good hybrid model,” he said.
Late in 2022 Ledbury shuttered its brick-and-mortar store at 315 W. Broad St. in downtown Richmond, which brought to an end a retail footprint that over the years included stores in New York City, Washington, D.C., and elsewhere in the local area.
The company doesn’t have near-term plans to get back into the physical retail business. Trible, who co-founded Ledbury with Paul Watson in 2009, said the company’s experience with its pivot to customizable clothing sold over its website has motivated it to focus on online sales for the foreseeable future. While he didn’t close the door entirely on a return to physical retail, he said it wasn’t a priority at this time.
Ledbury has 10 employees, down from 17 two years ago, and has its offices at 1520 W. Main St. in the Fan. The company stores and ships inventory out of local fulfillment company Shipvine’s Manchester facilities.
Ledbury began to market its customizable clothing in October, and expects to launch further efforts to advertise those offerings in the coming year. Ledbury also plans to relaunch its shoe brand Tangier in 2024.
“The last year was about rebounding and retooling the model,” Trible said. “This next year is to really put some gas behind it.”
Absolutely love these guys’ shirts and have worn them at work almost exclusively since they opened. But man, I miss being able to go into the retail store and grab something off the shelf/rack. Really hope they bring it back even if the margin is less than their online business.