Today we’d like to introduce you to Antoine Rubini.
Antoine, can you briefly walk us through your story – how you started and how you got to where you are today.
In June 2008, I founded Cuffs & Collars, an AMR Clothing Company venture, with the intent of continuing my father’s legacy in fine apparel by providing customers, access to high end Italian made clothing at a great price point. We are committed to our customers from the beginning of production in beautiful Italy, to the end result of leaving the shop feeling more confident.
I wanted to create a unique shopping experience that contrasts significantly against large chain retailers by providing an atmosphere that almost feels like you are taking a step back in time. A time when custom tailoring and attention to detail were extremely important. We start by taking into consideration your career, personality, taste and style to accurately piece together a beautiful, tasteful and most importantly, useful, wardrobe.
My store reflects 3 generations of fine Italian apparel experience, my grandmother being the first. She was among the most favored custom tailors for the elite nobility in southern Italy. My father followed in her footsteps beginning by working with well-known companies such as Carruti and Basetti, at a very young age. Soon he was operating his own manufacturing, distribution, and retail companies in Bari and Rome Italy. He introduced his vision to the city of Boston in 1989. I wanted to continue my family’s legacy by creating my own rendition of such a classic concept. At Cuffs & Collars our goal is to continue bringing our valued customers fine Italian shirts and suits born from a tradition of impeccable taste, and worthy of the label, Made in Italy.
Progress has not changed our commitment to quality. Our manufacturers conduct their daily operations in a manner consistent with our characteristically high standards, paying particular attention to details throughout the crafting process.
Our access to fabric selections from Italy allows us to bring you styles unavailable elsewhere.
By utilizing textiles of premier fabric maker, Monti, we bring our customers meticulously woven cotton and wool ensembles sure to please the most fastidious dresser. Italian clothing is defined by its superior quality in terms of craftsmanship and the use of rich materials.
Our customers can feel confident and fashionable wearing clothing created for those who demand superb attire at an exceptional price. We aim to reach customers in the global market with our signature products which are the result of a century tradition of Italian artistry.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As any business venture I would say that is never a smooth road. There are challenges, however they can always be surpassed by a good attitude, intelligence and open mindedness.
Some of the challenges that we face and are still working on follow.
What should we focus on?
What would be the best course of action going forward with our current resources?
How much cash can we generate from our own effort by focusing on the right activities?
Is this the right time to look for an investor or should we try to expand on our own effort first?
What is the future of our business model?
Which changes and challenges should we consider?
OUR SWOT analysis?
We actually have done a case study to answer those and it follows:
What should we focus on?
What would be the best course of action going forward with our current resources?
– Participants highly encouraged that Cuffs and Collars focus on the online presence and the “We come to you” initiative. This enables increased brand awareness and an increase in the prestige factor if you can deliver personalized tailoring to a customer’s office or home. Furthermore, having a “we come to you” service will most probably entail a commercial vehicle, which could provide further exposure, if the vehicle is covered with the company’s logo and contact information. Both of these initiatives are less capital intensive than other expansion methods and will be more manageable under current conditions.
– With your current resources, the massive expansion to 100 stores by 2020 is overly ambitious. According to the participants, it could be possible, and even suggested by some, to open several stores in various locations over the next few years, but on a much smaller scale than initially proposed. The scale of this expansion is subject to an enterprise valuation, i.e., cost of capital, funding methods and other resources. Students were unable to go into such an in depth analysis with the limited time and data available to them.
– In the case of an expansion participants elaborated on the location and range for store locations. Stores in high income areas in western MA, CT or other New England areas were the consensus for initial expansion. This would give you more insight into the risks, challenges and various other factors before expanding on a bigger scale. It would also set up an expansion into New York City, a very large target, but the stiff competition from various other retail stores might prove to be a challenge.
How much cash can we generate from our own effort by focusing on the right activities?
– Participants were unsure on specifics for forecasting such growth, but believed the increased brand awareness from an online presence and the “We come to you” initiative would generate at a solid 10-15% increase in revenues over the next couple years.
Is this the right time to look for an investor or should we try to expand on our own effort first?
– As mentioned in the previous answers, participants suggested that you expand your business on your own with a few stores initially. A good business model and a constantly growing revenue stream from these stores would better help secure investors. By establishing a few more outlets and focusing on the “we come to you” service, you improve the value proposition of your brand that investors can buy into. This will help you stand out among all the other clothing chains out there.
What is the future of our business model?
– Building the brand image and giving value proposition to that brand should be the focus of your business model. This can be done by providing unique services like the “we come to you” service. Developing other such products and services will differentiate you from every other clothing retail store there is.
Which changes and challenges should we consider?
– Some of the long term goals need to be revised. 100 stores in the next 10 years and $25 million raised in 5 years are too ambitious. Franchising stores too would not be an option since the quality and personalized service that you want to be known for will be compromised.
A more moderately priced line was also deemed to be a threat to brand image. It would be better to maintain the luxury line of clothing.
– The biggest challenges that Cuffs and Collars will face in the next few years will be improving brand visibility. Large-scale expansion should be considered only when brand visibility and customer base improves substantially.
SWOT analysis?
Strengths – Luxury image, highest quality service and products, high degree of control
Weaknesses – Small scale, no online presence, limited area (geographically)
Opportunities – Ability to quickly adjust to market changes, untapped online market, possible delivery of tailoring services
Threats – Large scale luxury manufacturers, Increased competition with expansion into new areas, loss of luxury image if brand is diluted
Where should we invest now short term?
Short term investments should focus on the “We come to you” platform and an online website/marketplace. Investment in additional stores is a possibility and would only be suggested depending on the level of capital available and the cost of capital.
Please tell us about AMR Clothing Company DBA Cuffs & Collars & Antoine Rubini.
AMR Clothing Company was founded in 2008 with the intention to offer a specialized high end Italian shirts and accessories boutique concept that offers a great service and great products in convenient locations at an affordable price. Our company can be characterized as a high-profile service provider focused on expanding operations by franchising and subletting its products and services through our dedicated effort in providing a domicile service as well as expanding through Online and retail effort and Distribution.
Our target market includes corporate professionals, lawyers, investment professionals, and brokers as well as friends, family members, and spouses who are buying gifts.
Mission Statement
AMR Clothing Company: Dedicated to providing our demanding clientele with superb products and service both through retail, online and at domicile. We also want to be leaders in distributing apparels
Vision
By 2025 AMR Clothing Company will be a highly visible company known in the Fashion industry. We will have developed and marketed AMR products in the retail and wholesale operation, becoming a leader in the fashion industry because of our unique products and services. Sales are projected to exceed $60,000,000 per year.
Background
Antoine Rubini, being a third generation mogul following his father and grandmother, possesses a total of 60 years’ experience in the Italian apparel industry. Antoine’s grandmother was the most favored custom tailor of the 19th century in Southern Italy because of her work for the true elite blue blood Countess and Barons. Antoine’s father, Michele Rubini, started working with well-known companies such as Cerruti and Basetti at a very young age because of the expertise he gained from his mother. It wasn’t long before he was operating his own manufacturing, distribution, and retail locations in Bari and Rome, Italy before gallantly introducing his vision to the city of Boston in 1989. The location first opened my Michele and his wife Marina, Rulls Clothing from Italy, located in the heart of Cambridge between Harvard and MIT, is still owned and operated by Marina today.
Antoine Rubini’s rendition, Cuffs and Collars, was built on the idea of offering only men’s essentials, shirts, ties and cuff links, due to limited square footage. We practice a philosophy we refer to as the “Total Utilization of Square Footage Retail Model”. We have successfully implemented this structure, and have since introduced many more products including suits, briefcases, sports coats, sweaters, and other pieces essential to a man’s wardrobe, without compromising the look and atmosphere of the store. This system was designed to not only allow us to thrive, but more importantly survive during challenging times that our industry faces by offsetting the cost of rent per square foot in a high foot traffic area. Thanks to our ability to operate at a different margin structure due to reduced costs, we have remained afloat during economic decline.
Present Day
Upon turning the corner in approach to the store, you are greeted with relaxing music, welcoming you into a perfectly lit, alluring atmosphere. The shopping environment allows you to escape from the hustle and bustle of city life that resides just outside in downtown Boston. We pride ourselves on the unique experience we offer our customers. Each person who enters our store is allowed a refreshing step back to a time when boutiques were uniquely crafted to compliment the merchandise, and customer experience was tailored to individual need.
It has always been our priority to offer the average consumer the luxury of personal wardrobe consultation. Instead of letting our customers become lost in the abyss of endless options because they have little or no knowledge of styling, then dryly ringing them up and taking their payment, as most retailers do, we treat all individuals who enter our store as our client. We start by getting to know their personality, taste, and style, then we assist them with every step of choosing their wardrobe pieces, making our contrast against large chain retailers significant.
Your time is valuable, which is why we are introducing “We Come to You” This service allows you the luxury of having a personal clothier, dedicated to making your life just a little bit less demanding, in the comfort of your home or office. We start by getting to know you and your wardrobe needs, your style, your personality, your taste. We then take full measurements and give you a variety of options of our finest fabrics to choose from.
Our selection includes wool, cashmere, silk, cotton, and other fine materials which are then crafted into suits or shirts that are perfectly tailored to your body. Having a wardrobe you are confident with, especially one that was made specifically for you, will make you feel and look your absolute best. Schedule your first appointment today and we will come to you with our knowledge and expertise.
Do you look back particularly fondly on any memories from childhood?
My strong desire to explore, my dreams, and looking forward to a bright future. To accomplish many great things in business life entertainment and politics.
Contact Info:
- Address: 9 Water Street
Boston, MA 02109 - Website: www.cuffsandcollars.com
- Phone: 6177202833
- Email: info@cuffsandcollars.com
- Instagram: https://www.instagram.com/cuffsandcollars/
- Facebook: https://www.facebook.com/CuffsandCollars1
- Twitter: https://twitter.com/cuffsandcollar1
- Yelp: https://www.yelp.com/biz/cuffs-and-collars-boston
- Other: http://cuffsandcollarsboston.tumblr.com/
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