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I met with Tony McBryan (CEO and Co-Founder of Custom Made Comfort at Bulle Rock in Aberdeen, MD. I was not previously familiar with the CMC product line but an hour later was convinced of its appeal, credibility as well as Tony’s passion and truly wanted to help him tell this story.
Tony, it is obvious to me after
seeing this presentation that Custom Made Comfort products would appeal to any
club or facility that has a desirable logo. Tell us if you will about your
product selection and some of the process involved with producing it? Also how
did you get started in the golf arena?
Craig, in October ’08 I found myself
out of a job. Needless to say with two children in college I had to figure out
what to do next as it was not a good time in the economy. I am a Textile
Engineer who sold commercial textile equipment all over North America for
twenty-eight years. I knew the technology available and all the manufacturers.
A close friend who teaches at a private academy and is a member of Merion Golf
Club suggested I make blankets for golf clubs. That day I drove to the club,
with no appointment and an academy blanket in my bag. I walked into the
Pro-Shop and asked for the head pro, introduced myself and showed him my
product. The quality was impressive and within fifteen minutes, they e-mailed
the club logo. I committed to returning within one week with a sample. Upon my
return I asked if I could make the Walker Cup. Again I returned in one week
with the sample, anxious to hear their response. I was excited to know that a
club of this caliber was impressed with my passion, enthusiasm and commitment
to the product, and most importantly the quality. That was the beginning of the
success of our company, Merion has been ordering our products ever since. We
currently have seven different items in their shop. Our goal was to secure
twenty-five of the top one hundred clubs in the country. In ’09 we saw eighteen
and sold over half, to date more than forty are Custom Made Comfort customers.
A priority goal was to supply products that are “Made in the US” We put an American flag on every blanket. I had one account tell me that their member was so impressed with the “Made in America” tag that he himself bought one dozen from the shop. It is impossible to supply low minimums and have it imported. Having been in the textile industry for many years, I’m not comfortable supplying a product that I cannot see being manufactured. I am in the factory at least one day of every week, coordinating with manufacturing during the design and production of our knit products to insure any issues are found before the product is delivered.
The process begins with the clubs’ digital artwork which we prefer in vector, tiff, jpeg, dst or pdf. We convert them to the necessary formats that we use to manufacture our knitted blankets, printed totes, accessory bags, pillows and other items of interest. With the largest possible tiff or jpeg file we create several digital mock ups for review prior to sampling/production for their review. We can also recreate artwork in all formats as an additional service.
Congratulations
on being chosen by The Wharton School to be written up as a small business success
story.
How did that come about and what other
marketing plans do you have for the future?
As
a result of contacting the Wharton
Small Business Development Center to obtain sound business advice. I submitted
my business plans and have had a consultant since June ’10. Periodically, I
consult with them as well as inform them of our progress. In November ’12 based
on our growth and continued enthusiasm for the business they wanted to publish
a success story. Most start-up companies lose their passion within one year
and/or find it difficult to maintain or increase sales. I’m now five years in
and still deeply passionate about our products, clients and unlimited market
potential. In addition to supplying the golf industry, we supply corporations,
high schools, yacht clubs, and foundations.
We
are looking into attending local merchandise shows via qualified PGA
representatives, upgrading our website, and developing key strategic partners
across the US and abroad. We are interested in those who possess a real passion
for “Premium products for Premier accounts” and understand that product quality
trumps product quantity. Building a client base takes time. If done properly,
you create an annuity.
We
have and will custom design signature items for specific events. Dual logos for
corporate events at a signature golf course create a one-of- a kind
commemorative. This can be done on a variety of products. In my short time in
the golf industry I realized that engaging your client in the customization
process can lead to a long lasting business relationship. There is a difference
between selling the everyday standard items expected to be in the shop and
providing high value premium products that embody the essence of the club and
its values. Not all of our products are good for all of our clients. While our blankets have and continue to be
our most recognized product, we are always developing new items that bring the
same impact and sell-thru.
As
far as resale in the shop is concerned, it seems extremely important that this
product be displayed properly. Once that is the case it is hard to imagine
someone who is proud of their logo not being impressed with the quality and
appearance of your product selection and making an incremental purchase.
Any
premium product deserves proper display in the shop. One of our tag lines, “You
have to feel it to Believe it” cannot be truer. Once a client experiences the
product for themselves, it sells itself. A well-versed staff is critical. I have visited clubs and asked if they carry a
similar product. Some have no idea where it is in the shop or have little or no
opinion. The sales presentation shifts from the quality of our products to the
importance of display. If your product cannot easily be displayed it makes it
difficult for the members to purchase. We have suggested some very creative
ways to present our products.
Back
in ’09 we thought that forty-eight units would be our minimum. It only took a
few visits to a few top clubs to realize this was not realistic. We offer a
twelve-piece minimum on our blankets, less on our other products. Terms of
payment are within 30 days, and we offer quantity discounts for larger volume
orders. It makes better business sense not to overload your customer with
product they might not sell. Ultimately we sell more products in the long run because
we understand and respect the clubs’ business requirements. If we cannot sell
the value of the item to the shop, there is no way the shop can sell the item
to its members. We are working on a presentation video for display and the technical
specifics of our offerings which make them a higher-end product and
consequently more desirable.
Other
than the banner at the right directing people to your web site, tell us how you
would prefer that readers contact you? Also is there anything else you would
like to say to the golf industry?
Either
e-mail; tony@custommadecomfort.com or phone: 215-932-2696 is the best method to contact
us. We have clients coast to coast, so
we are available 24/7. The golf industry
has been in difficult times as has almost every segment of the U.S. economy
over the past four years. Our company doubled its sales in 2012. The members of a club make the club. Offer
them concepts and products that they are not expecting. Ask them about the shop’s
environment, offerings or lack of offerings. Highlight new and different items.
Every member should purchase something from the shop every season. Fresh
display of both new and legacy products as well as seasonal events will surely
assist in this goal. Thank you for the opportunity to tell our story and bring
some fresh insight from a new supplier to the industry.
I asked Tony for some testimonials from existing
customers and the following were kind enough to respond:
"Custom Made Comfort has developed products I am proud to offer our membership. The quality of the logos produced, along with the superiority of the pillos and blankets themselves have added to the level or professionalism we try to attain in our golf shop. In addition, Tony McBryan has been "spot on" with his service and creativity. I would be proud to recommend Custom Made Comfort to any professional wanting to enhance the quality of offerings in their golf shop ore retail establishment."
Bud Taylor, PGA Master Professional and Director of Golf, Old Palm Golf Club, Palm Beach Gardens, FL
"I was fortunate to discover Custome Made Comfort thru a friend. I was amazed at the wonderful quality of the blankets and that they are American made!nThey have been terrific and easy to work with from submitting our logo, to getting design ideas in a timely manner and receiving the finished product quickly once our order was placed. I do not hesitate to recommend them to friends and associates. They have a quality product and a reasonable price."
Connie Shorb, the Pennsylvania State Women's Golf Association
"I will commend you on seizing the opportunity and following up so quickly. The blanket looks and feels great and we look forward to carrying the product this coming season. The best thing you have going for you is your passion about your product and sharing it with your customers. That never hurt anyone in sales."
Chandler Withington, Assistant Golf Professional, Merion Golf Club, Ardmore, PA
