Western & English Today

Summer 2016

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

Issue link: https://wetoday.epubxp.com/i/690105

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Page 9 of 35

8 Western & English Today SUMMER 2016 MANUFACTURER PROFILE T HE UPS-AND-DOWNS OF THE Westernwear industry may inadver- tently mimic the gyrations of a sad- dle bronc. To survive in this apparel genre, it helps to know how to stick, and how to adjust your seat when the horse surprises you with a 180-degree turn. "Te dynamics of the indus- try have changed so much that we all need to continually look at different ways of doing business," says Roland Mizrahi, owner and president of Sidran, LLC in Dallas-Fort Worth. "You must be able to adapt and change quickly. In this economy, the pie doesn't get bigger. It's all about what your piece of the pie is." Roland purchased the company — founded as a sportswear manufacturer in 1939 by Joseph Sidran — in the early '90s, coming to the rescue when the apparel business had yet to recover from the post-war recession of the early '80s. With academic degrees in fnance and account- ing, Roland was one of the frst to quantify tangible benefts of designing in America and outsourcing manufacturing to China. "It was a real culture shock to do business there," he says. Still, doing so put the company on the straight path to increasing gross margins. He also researched outside normal channels to find that Western associations, including the Professional Bull Riders and the Am er ican Quarter Horse Association, needed embroi- dered jackets and other outerwear. "When the next recession began in 2007, we were 'over the edge' in many good ways," he says. Today, Sidran is known for much more than sportswear. While maintaining its perennially popular Circle S line of tailored menswear with Western fair, the company founded the Crip- ple Creek collection in 1994, adding leather and outerwear for men, women, and children to its repertoire. Ten in 2012, Cowgirl Up and Cowboy Up were introduced to the lineup via a license-to-purchase agreement, launching Sidran into the world of knits and denim. FAMILY BUSINESS MATTERS To help the company keep moving forward, Roland enlisted a new right-hand man: his son, Lane Mizrahi. But Lane wasn't automati- cally gifed the job as the current vice president of marketing and management. He had to "go through a process like everybody else," says Roland. "I told him, 'Send me your resume.' " Ten came the tryout. "I wanted to think about his strengths, see how he interviewed, and whether he kept his head up," the elder Mizrahi says. "Tere was no preferential treat- ment, and yes, he's defnitely earned his keep. He brings a lot of vitality to his job and to this company." Lane's also brought finely honed retail skills from two years at venerable clothier Abercrombie & Fitch, with relevant experience in ladies' fashions — including T-shirt design. Both father and son know there's more to success than delivering a great product; it's just as much about building trusting relationships the retailers. "We do stand behind our prod- uct. If, by chance, we see defects, we replace PHOTOGRAPHY: COURTESY SIDRAN, LLC IT'S ALL RELATIVE A new generation saddles up as Sidran continues its wild ride in Westernwear. by Stephanie Stephens

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