T-Shirt Maker Moves West
Alternative Apparel, maker of branded and private-label blank T-shirts and headwear for men and women, is heading for a $50 million expansion out West.
The Atlanta-based apparel company has opened an office in Venice, Calif., and an 800- square-foot showroom in the LA Apparel Mart in downtown Los Angeles.
“We came to Los Angeles to offer an alternative in the blank products industry,” said Greg Alterman, founder and chief executive officer. “We want to establish ourselves in the marketplace, and being bicoastal has provided us the opportunity to deliver that message to our customers directly.”
With its new operations already underway, Alternative Apparel expects its first-year sales projections to reach $50 million on the West Coast alone, the company said.
Founded almost 10 years ago, the privately held company quickly made a name for itself in the market through quick turnover orders to customers such as Dillard’s Inc. and Recreational Equipment Inc.
Alternative Apparel has a 100,000-squarefoot facility and distribution center in Atlanta. The company counts a total of 90 employees—including design, marketing and sales staff— on both coasts, the company said.
Alternative Apparel imports T-shirts from overseas and then custom dyes each piece at its East Coast facility.
About 25 percent of Alternative Apparel’s sales revenues are from private-label accounts, according to company spokeswoman Paige Cannon. The label plans to step up its marketing efforts in early spring, she added.
Up next, the company expects to bow new styles in February at MAGIC International in Las Vegas. Silhouettes include a sleeveless biker crew neck and long-sleeved and capsleeve jerseys with deconstructed hemlines. Wholesale price points range from $2.75 to $8. All styles will be available for immediate delivery. —Claudia Figueroa
