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Monogram Diversifies Through Category Expansion

LOS ANGELES — Monogram doesn’t care to operate as a mono-category business. Plenty’s been happening over the past several months in a bid to diversify and grow the business.
The founders, for starters, made the move to Atwater Village from Brooklyn to be closer to the company’s manufacturing facilities. The Los Angeles area is where all of its fabric sourcing, screenprinting, cut-and-sew and other points of production are based.
The company, launched as a direct-to-consumer T-shirt brand with a vintage vibe, is still small with Jeff Halmos and his wife and cofounder Lisa Mayock the only two running the business. They work with freelancers and outsource services such as shipping and warehousing.
Earlier this year, the company dipped a toe into wholesale for the first time with Barneys New York. In a few weeks the brand will begin shipping to specialty stores, such as TenOverSix and Fred Segal in the U.S., in addition to some doors in Japan, Korea and Australia.
“We’re keeping the distribution fairly limited and just making sure that it’s the right kind of store that we think would be able to sell the product really well,” Halmos said. “They’re going to be buying primarily bestsellers and our site will still have

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Via:: https://wwd.com/fashion-news/fashion-features/monogram-diversifies-and-grows-through-category-expansion-1202868016/