Milwaukee-based children’s clothing retailer Florence Eiseman has a new distribution strategy to pair with a new executive leadership team. After spending the last five years spearheading the company’s entrance into the world of online retail, Ben Krejci officially became Florence Eiseman’s president last June. The company was founded in 1945 by American fashion designer Florence
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Florence Eiseman's Milwaukee headquarters.[/caption]
“The brand was big with celebrities and the political class. We have photographs of the Kennedy children wearing it. Barack and Michelle Obama buy all their baby gifts from us,” said Krejci. “Our heritage of American fashion is something that differentiates us.”
Designs and patterns for clothing are made at the company’s Milwaukee headquarters. The space is also used for distribution. The actual garments are manufactured in central and south America.
Fabrics are sourced from central America and Europe. Two of Florence Eiseman’s largest manufacturing partners are in Peru. However, the company also manufactures in Mexico, El Salvador and Colombia.
Making sure the fabrics used in Florence Eiseman clothing are not only high quality, but also sustainable has been important to the company’s mission since its founding. While all the company’s manufacturing has been moved outside the U.S., several of Florence Eiseman’s manufacturing partners are smaller, family-owned businesses. This allows Florence Eiseman leadership to be a bit “choosier” as to who and what fabrics they work with.
“The reason we can source more sustainable fabrics is because we are more small-batch production,” said Brenda Schmidt, director of operations and production at Florence Eiseman. “We’re not a company that’s making 200,000 t-shirts. We have 50 to 300 we make.”
Krejci is leading the company as it leans into a fundamental change in its distribution channels. Over the brand’s 80-year history, Florence Eiseman clothing has traditionally been sold wholesale to other retailers like Neiman Marcus. That strategy is shifting as the business hopes to take a broader approach to selling products following the launch of its online business five years ago.
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Sample clothing being made at Florence Eiseman's Milwaukee headquarters.[/caption]
“Our current customers are multi-generation customers who grew up wearing Florence Eiseman,” said Ben. “That’s great, but our challenge is expanding that customer base.”
Another key addition to Florence Eiseman’s leadership team is helping the company as it looks to sell more goods online.