Urt clothing llc
URT est. 2014
history. - founded in 2008 by a coronado beach lifeguard, ian urtnowski. - URT OPERATES OUT OF CORONADO, CA: A SMALL, HIGHLY TOURISTED ISLAND IN SAN DIEGO THAT IS bookended by 2 naval bases. -1st account was emerald city in coronado, ca in 2010. - october 2013 urt logo was trademarked by the owner. -december 2014 urt clothing llc was established with urtnowski being the sole owner and operator.
who we are. - we are a clothing company that caters to the ocean specialist. we are thrill seekers, hunters, and adventurers. - “ocean specialist� - raised by the ocean; someone who has harnessed a specialized skill set and expertise that can only be learned by submersion. - we create clothing that only a true ocean user would understand and utilize.
what we do. we offer apparel, events, and a community for the true ocean specilist. We practice what we preach and live the brand by pushing the limit of the lessons the ocean has taught us.
apparel. every urt shirt is equipped with a utiliity function printed on the inside of the shirt. - 6 month tide chart - Lobster measure device - abalone diving area map - Schematics & blueprints every shirt has a story to tell and is a form of validation as a “ocean specialist� for the shirt wearer.
apparel.
in addition to headwear, outerwear, and trunks we also offer a women’s and youth (squrt) options.
APPAREL. OUR BEST SELLING ITEM HAS BEEN OUR “THANK YOU NAVY SEALS” SHIRT, that has osama bin laden’s compound printed on the inside. we have sold over 3300 units. we gave 75 units away to navy seals to say thank you for all that they do.
events. FOR OVER 4 YEARS URT HAS PUT ON A WIDE VARIETY OF TRULY UNIQUE BEACH EVENTS THAT APPEAL TO THE HARDCORE OCEAN SPECIALISTS. THE ORGANIC GROWTH HAS CREATED A STRONG COMMUNITY THAT HAS SEEN EXPOENTIAL GROWTH IN ATTENDANCE AND PARTICIPATION EACH YEAR. - urt womp (bodysurfing contest) - LOB OFF (freedive lobster grab contest) - urt spook (halloween costume surf) - Santa surf off (xmas themed costume surf)
- THE big bologna (freedive abalone hunt) - piurt olympics (sd beach lifeguard contest) - urt dig (Beach hole digging contest) - chainsaw massacre (paddleboard race)
events.
events.
events. our events have become the heartbeat of the company. we are able to communicate and celebrate with our customer base at a personal level. our events further personify the urt brand message that our community aspires to be a better part of. from these events urt has grown a community like no other.
community. urt resonates as a united close-knit community where an individuals personal oceanic endevours can differ greatly. We are bodysurfers, lobster divers, spearfishermen, sailors, paddleboarders, free divers, navy seals, lifeguards, etc.
community.
mark cunningham drew brees dean gomersall came to know urt ex-sea world orca hawaii legend and trainer who was north shore lifeguard through his work has become the with the navy featured in the primier name in seals. he ordered urt documentary bodysurfing. urt for his team and was blackfish womp champ 2013. seen on espn with urt. wearing urt.
local community. urt: based in coronado , is also the home of the west coast based navy seal teams. our logo has been adopted as an unofficial logo of the teams. they have taken our logo with them on deployments and urt remains committed to a strong relationship with these tactical ocean specialists.
market. URT’s target market, based on internet traffic is male ages 25-33 years old. ages 18-24 = 27.40% Ages 25-33 = 33.50% 1/3 of urt traffic comes from southern california. coronado, ca = 13.26% san diego, ca = 12.21% los angeles, ca = 8.28% monthly website traffic average = 1,425 views conversion rate = 3.438%
profit margin. T-SHirts are our number one selling category. 2014: 2,665 shirts sold, 218 hats sold, 62 sweaters sold Shirt Production: usa made blanks $2.99 Average printing with waterbased inks - $2.00 hangtags and bags - $0.24 total = $5.23 per shirt. wholesale selling price: $13.00 profit margin: 59.77%
retail (online) $26.00 79.88%
financial snapshot. event sales
online sales
wholesales 2012
2011 26.44% 10.37%
24.35% 63.77%
revenue: $53,957
11.64%
64.00%
revenue: $70,439
financial snapshot. event sales
online sales
wholesales
2013
2014 36.99%
34.98% 13.91%
revenue: $91,617
51.09%
18.72%
44.28%
revenue: $75,564
marketing. Facebook: 2,425 followers twitter: 360 followers instagram: 2,388 followers community urt hashtag #urturt - 2,257 posts online newsletter email sign ups: 1,562
team. current: Ian Urtnowski. Director of all financial, operational, and excutive decisions. Design, fufillment, event coordinating, marketing, brand manager. desireed: sales representatives / sales manager director of marketing / brand manager
2015 goals. sell $150,000 worth of product. -creating 2 seasonal product lines. Spring/ summer fall / winter ($50,000 online, $70,000 wholesale, $30,000 face sales) (1,500 shirts) (5,300 shirts) (1,500 shirts) -get urt into 40 wholesale accounts. 133 shirts p/account. -employ a sales rep to push our products into new doors. -Add Board shorts and flannels to the spring/summer and winter/fall lines. -prebook for next years delivery season. -break through to the japaneese market using a sales rep.
2015 goals. increase brand awareness -increase the amount of instagram and facebook followers through exclusive social media contests, sales, and original content and marketing from our events. -increase the scope of the urt event locations by focusing on the southern california market. -start an internship program that focuses on urt event management and product promotion at non-urt events. -find beneficial colab projects that introduce urt to new customers. (i.e. knockaround sunglasses, resco watches) -extend “pro� deals to all beach lifeguards in southern ca.
2016 goals. sell $300,000 worth of product. -create 2 “full� seasonal cut and sew product lines. have an outside designer produce the cut and sew line. ($100,000 online, $140,000 wholesale, $60,000 face sales) (3,000 shirts) (10,600 shirts) (3,000 shirts) -get urt into 80 wholesale accounts. 133 shirts p/account. -employ a sales force that seeks national accounts. -increase japanese brand awareness and accounts. -enter into fashion tradeshows and prebook for next years fashion season. (Agenda) -colllaborate into specialized waterman products (i.e. swim fins, masks, dive knives, wetsuits, surf baords)
5 year goals. -reach 2.5 million in sales. -300 accounts. -expand into urt lifestyle products like coffee, -create a utility brand store that serves coffee in coronado, ca (urt epicenter) -produce URT ocean specialist hard good line (i.e. swim fins, masks, dive knives, wetsuits, surf baords)
production calendar. URT Clothiing will produce 2 collections every year. spring/summer and fall/winter. Season
selling dates
delivery dates
spring
September - OCtober
3/1, 4/1, 5/1
summer
november - january
6/1, 7/1, 8/1
fall
january - march
9/1, 10/1, 11/1
march - april
12/1 1/1
winter
operational calendar. in order to meet these selling & delivery dates urt will keep a strict detailed calenar to stay on task.
line inspiration final designs samples photoshoots lookbook prebook/sales full production
spring/summer
fall/winter
6/1 6/15 7/15 8/1 8/15 9/1 - 12/30 2/28 // 5/30
10/1 10/15 11/15 12/1 12/15 1/1 - 4/30 8/31 // 11/30
fall/winter inspiration
thURTst
spring/summer inspiration
merge sub