CATCHING UP WITH WILL ADLER, WILL LEATHER GOODS

One of the busiest booths at the recent Chicago Collective, Will Leather Goods has been around since 1981 when Bill Adler, a young actor looking for work during the Actors Guild Strike, started selling belts in Venice Beach, California, a surf and skateboard community. Here, 43 years later, we catch up with him to learn a few success secrets.

How’s business?
Business with specialty stores is getting very strong, and we anticipate a great holiday season. Since we’re also retailers with five stores, our idea for growing the holiday ’24 season includes sponsoring lots of special events and trunk shows. We’re adding many new items and collaborations. For example, we’re making wine cases out of leather and connecting with wineries for events, showcasing how our lifestyle accessories fit in with other products.

How much of your business is wholesale vs direct to consumer?
Wholesale right now is 35 percent; retail and e-commerce are 65 percent.

What are the best-booked styles/categories for spring ’25?
The best-booked styles are the canvas/leather bags. The Leather Atticus Shoe Duffel is great for golf, going to the gym, and weekend travel. It has a compartment to separate footwear from clothing, so you’re never dealing with dirty shoes soiling your clean polos or trousers.

What are your personal favorite pieces?
I’m very excited about our Magic Flex Belt: the buckle stretches more than a half inch, adding adjustability to the waist size. This is a favorite item to promote for Thanksgiving sales: eat as much turkey and stuffing as you want, and your belt will stretch with your belly.

What’s your long-term vision for the company?
Continuing to grow interactive retail stores and involving customers in DIY. For example, shoppers can select a particular strap and buckle and put it together for instant in-store customization. We are constantly finding new ways to personalize products so people will find it fun and interesting to shop with us. Monogramming and embossing initials on wallets and bags can make accessories more of a year-round gift-giving opportunity.

All of us at MR and school-age kids in the Bronx remain grateful for your past sponsorship of the MR Awards Dinner and for donating backpacks via your Give Will Foundation. Are you still doing it?
Yes. The Foundation’s goal is to nurture and inspire American children and remains an important component of what we do. That, and source the world for the best leathers and most talented artisans to craft our designs.