Skip to main content

Randa to Stimulate 30% Growth in Belt Market - Aided by New Lab

New York, NY (June 9, 2015) – Randa, the world’s largest belt company, cut the ribbon today on its Belt Lab, a unique initiative headquartered at its Chicago showrooms. Acting as both a catalyst for interactive discussion and a showroom for best practices, The Belt Lab is available to retailers, industry leaders, brand owners, and suppliers by invitation only. The Lab’s appointment schedule is fully booked through August.

Randa produces belts for eight of the top ten brands in the world, including Levi’s, Dockers, Tommy Hilfiger, Columbia Sportswear, Dickies, and Kenneth Cole. Over 30 million belts are received, processed and shipped each year, from the company's New Orleans distribution center, alone. Randa owns the largest belt factory in the Western Hemisphere, Guatemala-based Tata Belt Manufacturing. In addition Randa has facilities in Toronto, Mexico City, London, Como, Johannesburg, Melbourne, and Shanghai.

“Our company has created the Belt Lab to use our expertise and leadership as leverage to take advantage of the growing men’s accessories business.” Terry Tackett, president of belts and furnishings. “More importantly, and out of necessity, the Belt Lab will grow more than our share of the market; it will grow the entire market.”

The Belt Lab Mission

The Belt Lab’s mission is twofold. First, the lab will create compelling new product, uniquely suited to each and every consumer market.  Second, the Lab will analyze each retailer and brand partner’s current position in the men’s belt business and then provide recommended strategies, test models, best practices, detailed metrics, and optimization tactics. From guiding assortments to enhanced retail presentation, price zones and customer engagement, omnichannel and logistics expertise, the lab combines an in-depth knowledge of retail offerings with category-leading success patterns and continually updated trend analysis to yield the best possible outcome for all stake-holders.

“The Randa Belt Lab will assist our partners in delivering fashion-right product, higher turn rates, industry-leading sell through, and compelling product at point-of-sale and online,” continues Tackett. “The result will be extraordinary customer experience and increased purchase frequency.” 

Today’s Men’s Belt Business

Randa was founded in 1910 as an American neckwear company. The company entered the belt and wallet business in 2001 with the acquisition of Humphreys Leather Goods, followed by further acquisitions of Trafalgar Luxury Leather Goods in 2003, and Swank, Inc. along with Tata Belt Manufacturing in 2012.

“The Randa Belt Lab is an incubator for identifying, stimulating and satisfying customer demand. We want consumers to be able to buy a men’s belt that is fashionable and functional, 24 hours per day 7 days per week, wherever, whenever, and however they choose to shop. We are committed to making that process effortless, seamless and seductive,” says David J. Katz, executive vice president and global chief marketing officer for Randa.

Randa’s Belt Lab will also explore new opportunities in cross merchandising with apparel and other accessories, thereby displaying more wearing occasions and providing additional sales options.

“Men need more belts – they just don’t know it, yet” Katz notes. He goes on to state the average male customer in North America buys a belt once every two years and has 2.7 belts in his closet. Through compelling product, elevated presentation, powerful marketing, and ease of shopping, Randa’s goal is to increase the frequency of purchase to once every 18 months and broaden the wardrobe assortment to 3.7 belts. “If successful,” Katz says, “our efforts will result in a 30% growth for the overall belt marketplace. As the industry leader, Randa will capture the lion’s share of that growth.” 

Randa recognizes they have many partners to satisfy, however, in their case, confidence comes from experience. “There is one partner with the deciding vote and that is the consumer” adds Richard Carroll, Randa’s senior vice president and creative director. “Our consumer votes consistently, and with clarity – that vote is for great product.  I can’t wait to see what comes out of our new laboratory.”


Randa:  Leading with Accessories
Randa is the leader in men’s accessories and uses accessories to lead the way in lifestyle branding and retail success. This leadership is exhibited through innovative products, compelling sales environments, and lucrative partnerships. Randa collaborates with 75 market-leading brands including Levi's, Dockers, Tommy Hilfiger, Kenneth Cole, Nautica, Columbia Sportswear, Countess Mara, Guess, Dickies, Wembley, and Ryan Seacrest Distinction. Randa creates and markets men's belts, small leather goods, neckwear, luggage, casual bags, jewelry, seasonal footwear, hats, gloves, and gifts via all channels of distribution, worldwide.  For more information

Popular posts from this blog

Taking Tips From a Younger Generation

Phyllis Korkki, an assignment editor at The New York Times, visited the garment district in Manhattan to interview designers as part of a story for the newspaper’s Snapchat account. Credit George Etheredge/The New York Times
What Could I Possibly Learn From A Mentor Half My Age? Plenty.

How on earth did I become an “older worker?”

It was only a few years ago, it seems, that I set out to climb the ladder in my chosen field. That field happens to be journalism, but it shares many attributes with countless other workplaces. For instance, back when I was one of the youngest people in the room, I was helped by experienced elders who taught me the ropes.

Now, shockingly, I’m one of the elders. And I’ve watched my industry undergo significant change. That’s why I recently went searching for a young mentor — yes, a younger colleague to mentor me.

Discounts, Discovery & Delight: 3Ds for Retail Success

In fashion and retail, Dopamine is the drug of choice. Technically, Dopamine is the neurotransmitter of “desire.” Dopamine leaps across synapses in our brain to control our reward and pleasure centers. It enables craving. It induces repeat behaviors. It makes us want more. Therefore, it is in our best interest to create products and experiences which induce the release of dopamine in our consumers. We could use some dopamine for ourselves, too. In our fashion and retail world, there are three primary stimuli, "3Ds," we can control to deliver hits of dopamine: Discounts, Discovery and Delight.

Beware of Wombats & Other Vampires

You are surrounded by dangerous WOMBATS. They’re everywhere. Sometimes they hide in plain sight, easy to spot. Other times they are well camouflaged, requiring heightened awareness to identify them. You need to stay alert, it’s important to avoid them. WOMBATs resemble ordinary, productive tasks. However, they are vampires for time and resources, weapons of mass distraction.WOMBATs are seductive. Working on a WOMBAT feels productive.WOMBATs are bad for your career.WOMBATs are bad for your business.WOMBATs infiltrate your work day (and your personal time). Strike them down.WOMBATs may be be ingrained in your company culture: “We’ve always done it that way…” WOMBAT Metamorphosis Alert: A task or project that wasproductive in the pastcanevolve into a WOMBAT in today's environment.Your comfort zone is populated with WOMBATs.More on comfort zones, here.Some people are WOMBATs in disguise. Stay away from them, they are vampire WOMBATs.If you don’t control your WOMBATs, your WOMBATs will…