FROM OUR NOVEMBER ISSUE: MILESTONES-50 YEARS! JOHNELL GARMANY, GARMANY OF RED BANK
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“Making work fun! It’s not exactly a mission statement, but I feel that if you’re going to spend most of your life at work, you might as well enjoy it,” says Johnell Garmany, one of the most passionate (and candid) retailers we know. Clearly, he’s proud of his team and the fact that he’s shortened their work week. “During the pandemic, I needed to have the whole team here on the same days in case someone got sick. When we opened back up, I stayed closed on Sundays and Mondays to give employees a better work/life balance and an actual weekend. For that, I know they’re grateful. They’re managing to do more business in less time.”
Garmany of Red Bank was founded on November 9, 1974, by much-respected merchant Larry Garmany. It has been in its current 40,000 sq ft location since 2005, with 32 employees and the best luxury brands in the world. Top menswear labels include Brunello Cucinelli, Zegna, Isaia, Kiton, and Christian Louboutin. “Our men’s mix is 30% tailored clothing and 70% sportswear, says Johnell. “But even at 30%, we do a huge business in the tailored world. I see things getting a little dressier for fall/winter. We’re seeing suits trending up again; men might even be rediscovering ties! But while we’re heading toward another record year, there is some uncertainty going into 2025 so I’m being somewhat more conservative with my budget.”
Perhaps surprisingly, Garmany does no online business. “We’ll probably get to it eventually,” says Johnell, “but we’re more of a ‘need to experience’ kind of store.” Asked how he manages to do more business with less traffic, Johnell says it’s easy: “We make every client feel like he’s the most important person who’s ever walked through our doors.”
Asked about mistakes, Johnell says he’s made too many to count. “Probably investing in a POS system and then realizing, within a day of going live, that it wasn’t going to work. We went back to our old one, soon learning that old POS systems are awful.” (Another recent mistake: growing a mustache. “I was told I look like a pedophile,” Johnell confides.)
Asked about competition, he acknowledges lots of it! “Years ago, our only competition was whatever brick-and-mortar stores were in the Short Hills area. Now it’s everywhere! It’s down the street, it’s online, it’s our vendors, and our vendors online.” Fortunately, Johnell has noticed, “Our vendors seem more receptive than ever to working with us. They need us, and we need them, so communication is key. But it still makes me crazy when a vendor won’t sell me an item that one of my customers saw on their website. How sad that we risk losing a client because a vendor partner won’t work with us.”
As for changes on the horizon, Johnell is planning to offer more luxury in their women’s mix. “And eventually, we’ll renovate the store. It’s been 15 years since we’ve moved into this location and it’s getting to the point where people are ready for a change.”
Can he sum up Garmany’s success secrets? “I’m not a numbers person so I’ve been lucky to have a guy named Tony Lucia helping me with the financial part of the business. And very lucky that my wife and daughters have been so understanding. The first five or six years were rough on them: I was so buried in my work that I didn’t realize how little I was home. But the main reason we’ve made it this far is my deep desire to carry on my father’s legacy: I feel constant pressure not to eff it up!”