Tom Dwyer cut his teeth in the least-sexy sector of the fashion business: logistics.
Now, heâs launching an online menâs fashion brand called Taylrd, cribbing what he learned as a supply-chain executive filling orders for major international e-tailers including Asos, Boohoo and Victoriaâs Secret.
Taylrd is priced to undercut rival menâs retailers like Bonobos, charging $44 for a short-sleeved shirt and $78 for a pair of chinos. A similar shirt at Bonobos goes for $88, while Bonobos chinos range between $98 and $168.
âWe are not approaching this as a startup,â said Dwyer, a former owner of New York-based WN Shipping, a firm his father founded more than 25 years ago that handles customs clearance, warehousing, shipping and other delivery services.
Most apparel startups struggle to find a factory and delivery service, industry experts say.
âFactories wonât get back to you because you are a nobody,â says Untuckit co-founder and chief executive Aaron Sanandres, who hired a logistics firm after two years of operating the upstart clothier.
Taylrd will launch on Aug. 1, offering free, three-day delivery for orders over $75 and international deliveries within a month. By October, Taylrd plans to have same-day delivery in five cities, including the Big Apple.
Dwyer, 27, is targeting 20-somethings who are joining the workforce for the first time and need to build an affordable wardrobe.
âWe are coming in at 35 percent less expensive than our competitors,â Dwyer said, pointing out that the British conglomerate Asos started three-day delivery just 18 months ago.
âIâm doing that right away,â he added.
Still, industry veterans warn that creating a successful clothing label requires not just an efficient supply chain, but also strong designs and savvy marketing.
âIf you are starting with a logistics company that does apparel, you know the drill and you have one leg up from a customer fulfillment and service perspective,â says Sanandres, who just raised $30 million for his 6-year-old menâs apparel business, which operates 12 stores and will add another 7 by the end of this year.
âThe advantage begins when the order is placed, but the customer still has to buy the product first.â