Kuhlman’s Sells Fashion Forward Shirts, Ties and Jackets

VIRGINIA BEACH, VIRGINIA – Following the European trend of small stores selling only fine men’s shirts, Kuhlman’s intends to offer luxury to the market from a store everywhere shoppers are found.  The Minneapolis-based men’s apparel retailer plans to open more than 100 locations by the end of the year -- with an ultimate goal of 450 omnipresent stores.

Kuhlman’s targets an underserved niche -- the young professional, new to the business world.  Single prices: $55 for shirts, ties for $39, jackets for $295 and suits for $495, make the buying experience simple and quick -- the way men like to shop.

Founder, Scott Kuhlman and his wife Susan who oversees the women’s lines, design the products using fabrics from around the world.  Crafted in Europe, the private-label shirts show sophisticated detail with a touch of surprise, with a name for each style, like Clinkscales.  Or Cox, a pattern of turquoise verticals bisected by raspberry horizontals.  Or the ocean blues and greens of Dreyfous in a pattern reminiscent of Native-American blankets.   Standard shirts are available with more common names like John or Maurice.  These shirts show what the web site, www.kuhlmancompany.com calls “looks that are of the moment but never trendy.”  But even John isn’t commonplace, in an orange and oatmeal herringbone. 

Quantities are limited and the stock is rotated every month.   In fact, 40,000 emails are sent every fortnight to alert loyal consumers when new styles arrive.  If you like it, you’d better cancel your lunch plans and act quickly.  One pink and plaid shirt called Isaac sold out two days after the Kuhlman’s emailer clicked “send.”

Kuhlman’s operates 43 men's stores and five women’s boutiques, similar in selection and pricing concept.  Mostly in upscale malls, future openings include high-end street locations, high-traffic sites, open air lifestyle centers and even smaller Kuhlman’s stores in airports and train stations. 

In late 2005, Kulhman’s leased 1,029 square feet in The Town Center of Virginia Beach, negotiated by Gerald Divaris and Mary McGovern of Divaris Real Estate, Inc., on behalf of the Landlord.

Urban centers are the “low-hanging fruit” where the high foot traffic wears the well-heeled shoes of lawyers, bankers and brokers.  While in Manhattan it’s easy to find fashion-conscious customers, Kuhlman believes, “Every town in America can support what we’re doing.”

Most Kuhlman stores are under 1,000 square feet and require only a few associates to man and new paint, carpeting and lighting to get online.  The spare, modern spaces are stylish but not extravagant.  Lilac walls are accented by photographs and front windows framed in dark-purple.  The merchandise is displayed on wood-finished cubes and tables.

And the Kuhlman’s concept is working, with sales ranging from $400 to $1,000 per square foot.