In the dynamic world of fashion, innovation is key, one man stands out for his approach to redefining the way we perceive formal by seamlessly merging the worlds of casual comfort and elegance. Meet Justin Baer, a man who took a leap of faith into the entrepreneurial world in 2021. His vision was simple yet groundbreaking - a dress shirt under a sweater, minus the discomfort of bulkiness lead to the inception of Collars & Co.
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This unique concept quickly caught the public's attention when a TikTok video featuring his distinctive shirts went viral, propelling Collars & Co. into the spotlight. The brand's rise to fame didn't stop there. The brand's popularity skyrocketed after Baer's appearance on Shark Tank, where he secured a deal that led to a significant increase in sales.
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Today, Collars & Co.'s lifetime sales revenue proudly stands at an impressive $14.2 million. But Baer isn't resting on his laurels. He plans to expand his business further by establishing brick-and-mortar stores nationwide.
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In this interview, we delve deeper into Justin Baer's journey, exploring the inspirations that fuel his creativity, the challenges he has overcome, and his exciting plans for Collars & Co. Join us as we unravel the captivating story of a man who dared to redefine fashion norms and, in doing so, created a new category of clothing that perfectly balances casual and dressy elements.
1. Justin, can you tell us about the inception of Collars & Co.? What inspired you to create a polo shirt with a firm collar?
I lived in NYC for 12 years and always wore a dress shirt under a sweater to work, but I always felt that it was uncomfortable, a pain to put on and I would always get hot. It was during the pandemic that I thought I've got to solve this and scratch my itch to create this Dress Collar Polo idea. It's a stretchy comfortable polo but with a firm dress collar on it. It's perfect under a sweater, but sharp by itself or even under a blazer for a more formal look.
2. You've mentioned that your 7-year-old daughter suggested you do a TikTok video, leading to all your shirts selling out in one night. Can you share more about this experience and how it impacted your business?
Yes, my daughter was all over TikTok and insisted we create a video to maximize brand awareness. Who knew she’d be the catalyst of launching Collars & Co.! Immediately, we saw a ton of engagement and sales started coming in the day we posted. That first month with only a white version of the shirt, we did over $40,000 in sales. To this day, we are still very active on TikTok and are even looking into utilizing its marketplace as another avenue of sales.
3. Your appearance on Shark Tank last November was a turning point for Collars & Co. Can you walk us through what that experience was like and how it has affected your company's growth?
Appearing on Shark Tank has been a true game-changer for Collars & Co. for multiple reasons. First off, Mark Cuban and Peter Jones have been incredible investors and partners throughout the journey and are extremely responsive. On top of that and similar to the TikTok video, it has been great brand exposure and marketing for us. In fact, we have appeared on Shark Tank three times on ABC this past year and they did an update on our company which aired twice.
4. You made a deal with Mark Cuban after your Shark Tank appearance. How has this partnership influenced the direction of Collars & Co.?
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Mark has been such a great investor and partner to Collars & Co. He truly believes in the product and is available 24/7, which is remarkable with his daily schedule. His advice and counsel have been invaluable to the brand. It's also very cool to see Mark wearing the shirt in interviews and on TV.
5. Collars & Co. has just opened its first brick-and-mortar store in Chicago. Can you tell us more about this new venture and why you expanded into physical retail?
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Yes, we opened our first brick-and-mortar in Chicago on Michigan Avenue in June. We have always seen strong online sales, but we felt that we were neglecting a sector of our customer base by not having an omnichannel sales model, which is where Leap came in and helped us open our first brick-and-mortar store. In fact, we have seen such great traction from the Chicago store that we are planning on opening two more stores. Boca Raton Town Center location is slated to open in October.
6. Your return rates are below industry averages, indicating high customer satisfaction. How do you ensure the quality of your products and maintain this level of customer satisfaction?
We take pride in providing a high-quality product and ensuring satisfaction, which is why we have a 30-day satisfaction guarantee return policy. We make it easy to return or exchange the product, but more importantly, we try to make the buying process as simple as possible, primarily online, which can be achieved by providing as much information as we can with the size of model, what the model is wearing, size charts, etc. Overall, we want the customer to be satisfied and have a seamless buying experience.
7. Your customer demographic is quite broad, ranging from men and women aged 30-65+. How do you cater to such a diverse audience?
Our customer demographic started as adult males, specifically working professionals, but has continued to broaden as we’ve grown as a brand. We are now finding ourselves infiltrating the golf community and adult women, hence the reason we’ve ramped up our production and sales of women’s clothing. We cater to this diverse audience by continuing to listen to the customer, receiving feedback, and providing a product that aligns with their expectations.
8. With $25 million in sales within just two years, Collars & Co. has experienced rapid growth. What are your plans for the company, and how do you plan to sustain this momentum?
We’re going to continue on the path we’ve been following and look to expand further in the brick-and-mortar world. We are constantly reviewing and assessing new sales channels, whether that’s in-person, online, Instagram, TikTok, etc. – there are so many modes to selling nowadays and we are evaluating all of our options.
9. Finally, as an entrepreneur who has successfully navigated the world of fashion, what advice would you give to others looking to start their own direct-to-consumer brand?
Selling just another polo, jogger, or cooking pot will be extremely tough. Try and create a hero product that really differentiates itself in the market. Then try and fail fast. Test multiple ideas and ad concepts. If you're not getting traction and engagement on one of them, make it better and try it again, or move to the next concept.
