“I thought it would be good; I didn’t know it would be great,” says Ted Silver of Weiss & Goldring about his idea to take the store to where his customers live and/or work. “We’ve done only five outings so far and a few outdoor pop-up events but already, I can’t keep up with customer requests. We need to expand our team in order to meet the demand.”
A note on the van itself: Silver requisitioned architectural firm Malone Maxwell Dennehy to customize the design; the actual building was done by master millworker Greg Jenkins. The firm, working with Silver, created a suite of carefully tailored cabinets fitted with color-coordinated LED lighting and roll-down panels to keep product in place during travel. Space was also designated for comfortable try-ons and built-in seating.
“Not only are we getting to people who opt not to enter a store, but the van (Destination: Luxury) serves as a portable billboard. We’re fortunate to be getting new younger customers through the door. Our activewear business is strong and we’re selling items like dress sneakers from Santoni, performance pants from Zanella and Mason’s. We’re also selling blazers (Jack Victor), convincing customers they need one for Zoom meetings. And luxury gifts from Baccarat and Christofle. But suit business remains tough: it’s like offering meat to a vegetarian; they just don’t want it!”