General Sportwear-owned Devil-Dog Dungarees is in expansion mode.
The men’s heritage brand introduced a new wholesale portal at Project in Las Vegas this week geared toward speciality retailers.
Devil-Dog, a heritage brand that dates back to the 1940s, relaunched this summer as a direct-to-consumer brand. Now it offers 16 vintage wash SKU’s of performance stretch denim jeans across four fits, as well as logo tees on its DTC website. The new wholesale portal will allow approved retail partners to place their denim buys on the site at their convenience, with real time inventory information and quick turn shipping.
The wholesale portal initiative responds to retailers’ growing needs for easy online ordering. According to retail platform Handshake’s 2018 Manufacturing and Distribution Sales and Technology Report, 79 percent of respondents said their wholesale buyers prefer to place orders online—which is unsurprising when considering the intricacies of inventory management and the general convenience of online shopping.
“Having the ability to buy waist sizes 30-40 with 30, 32, 34 and 36 lengths with no minimums is a real game changer for specialty stores who are often up against some challenging big box competition,” said David Rosenstock, EVP and owner at General Sportswear.
Attendees at Project are able to create their accounts with the brand. The trade show is also an opportunity for Devil-Dog to showcase its full in-stock selection, as well as new fits and washes, plus its casual workwear development for 2020.
General Sportswear owns and operates two WRAP Platinum certified manufacturing facilities in Central America, which the company says have recently become very popular due to their CAFTA duty free status, as well as quality, value and quick turn capabilities. Meanwhile, the company’s facility in North Carolina is now a full service replenishment center, and has serviced its largest customers’ replenishment programs for more than 65 years.
“We are excited to now offer General Sportwear’s full production and distribution capabilities to the specialty store community,” Jeff Rosenstock, president and owner of General Sportwear, said in a statement. “For years, we were frustrated that such an important distribution channel and the customers they service were unreachable. The re-launch of Devil-Dog Dungarees has opened those doors to us once again.”