Fabric Avenue Set to Expand in New Location, Online Division
Fabric Avenue was bursting at the seams.With 2.5 million yards of fabric andthree apparel divisions spread acrossthree buildings in downtown LosAngeles, Fabric Avenue owner SamirMasri knew it was time to move.
OnJuly 25, the company debuted itsnew location, at 2445 E. 12th St., witha party to celebrate the new 50,0000-square-footspace. The partyalso served as a birthday party forMasri, who founded the company 13years ago. Masri said his company celebratesall the birthdays of itsnearly 30 employees. From now on,Masri said, he plans to celebrate “FabricAvenue Day” annually with a partyfor employees and customers.
Employeesand guests—including bankers,designers and contractors— circulatedthe Fabric Avenue warehouse floor,listening to booming dancemusic provided by a DJ and enjoyinga lavish spread of Persian foodand boxes of ornately decorated cupcakes.When a belly dancer arrived toperform, Masri and his wife, Sonia,joined her on the floor.
Thefabric inventory is now located in the newspace on 12th Street, as is the trim inventory forFabric Avenue’s sister company, Trims Avenue. During the July 25party, constructionworkers were busy finishing theupstairs offices, which will house Fabric Avenue’sthree branded lines: Cailey22, a 3-year-oldyoung contemporary line, and twonew brands, Red Tulip juniorsand Xiori leggings.
Thenew space will serve as design headquarters andshowrooms for the brands. “[Retailers]are all looking for full package,” saidAlan Abrams, vice president of sales.
“Samis already bringing in the fabrics, so wehave a head start on price. This is the placefor them to come so we can show them thevariety [in inventory].”
Xioriis the only domestically made collection inFabric Avenue’s portfolio. Cailey22 startedas a domestic brand but has sincemoved offshore.
Inaddition to its imported fabrics and three brandedlines, Fabric Avenue offers full-package productionin China. Fabric Avenue has anoffice in China with sourcing, shipping and quality-controlpersonnel. The Chinese facilities canproduce 200,000 units per month.
“Onceretailers called on the manufacturers, inturn they’d call on me,” Masri said. “I’mnot competing with [the manufacturers], but I’mgrabbing part of that big business.”
FabricAvenue’s vast fabric inventoryand its production capabilitiesin China meanretailers can customize theirprivate-label orders fromamong a broad range offabrics that include Tencel denim,cotton, denim, silk chiffonand cotton lawn.
“Ifyou’re a buyer, you can havethis shirt in any of these fabrics,”Abrams said. “No onecan provide that amount ofversatility which this company has.”
Fabric sourcing online
Masri’snewest project is FabriChase (www.fabrichase.com), a global fabricinventory website where designers andfabric buyers can source fabric. There is nofee for posting fabric for sale, and there areno minimum order requirements. Buyers cansample fabrics before buying and negotiate prices.Fabric Avenue will coordinate the saleand delivery.
Thenext stop for Fabric Avenue and FabriChaseis Las Vegas, where both will showat Sourcing at MAGIC in the south hallof the Las Vegas Convention Center. Cailey22and Xiori will also be showing at WWDMAGIC in the convention center’s centralhall.
For more information, visit www.fabricave. com.—Alison A. Nieder
