Showroom 903
The New MartSuite 903(213) 489-5998jennifer@showroom903.com
The motto “less is more” makes good business sense to Jennifer Lazarus, owner of Showroom 903.
For most of her 20-year career in fashion, Lazarus juggled more than 15 fashion lines. Since 2002, she has focused her showroom’s attention on fewer than five labels. Lazarus’ labels include Joe’s Jeans, a division of Commerce, Calif.–based Innovo Group Inc.; C&C California, the Los Angeles–based division of New York manufacturer Liz Claiborne; and R&D Surplus’ Danang, based in Los Angeles.
“I don’t have 15 people to report to,” Lazarus said. “It has allowed me to grow my business.”
The changes in Lazarus’ business are evident in the buzz on her sales floor. Since 2002, her sales force has grown from two employees to the 12 women who currently help sell her clients’ labels.
The showroom has been the beneficiary of the boom in premium denim and luxury tees. Lazarus said her C&C business has increased by 80 percent in the past 12 months. Another hot spot has been kids’ premium clothes. Lazarus assigned two of her salespeople to work exclusively with children’s brands, including Danang Kids, C&C Kids and Joe’s Kids.
The action at the Los Angeles Fashion Market might be frantic for Showroom 903. It booked more than 400 appointments. However, Lazarus said that she has strived to keep the showroom’s pace as relaxed as a well-worn pair of denim, or perhaps a Zen garden.
Showroom guests are greeted by a waterfall constructed out of a stainless-steel board and, of course, H2O. It’s located a few feet away from the reception desk. Orchids, arranged in a bonsai-tree style, line the front of the showroom.
At the west end of the room is the location of Dream Society, a new label the showroom will debut for the Oct. 20–24 run of market. Wholesale price points for the Los Angeles–based label range from $38 to $68. Lazarus said the knit collection mixes sophisticated chic and basic looks.
While the world of premium denim grows with more lines, Lazarus said she is glad the boutique feel of her showroom allows time to focus on the increasing complexity of the jeans.
“I’m lucky to have good product,” she said. “I’m lucky to have good employees and good partners. This showroom is lucky to have it all.” —Andrew Asch
