Shinola Retail Company: Where Quality Meets Community Spirit

Shinola Retail Company is a Detroit-based business that's all about quality and community spirit. Founded in 2011, Shinola has quickly become a leader in the watch and leather goods market.

Shinola's focus on quality is evident in every product they make. Their watches, for example, are assembled in the USA and feature high-quality materials and craftsmanship.

One of the things that sets Shinola apart is their commitment to community involvement. They've partnered with local organizations to support Detroit's revitalization efforts.

Shinola produces a variety of watches, including limited edition styles like The Runwell Limited Edition 47mm, which sold out in one week.

Their watches are available in different sizes, such as the 47mm and 40mm versions of The Runwell Limited Edition.

Shinola's watches often come with unique designs and collaborations, like the partnership with Oscar de La Renta that resulted in The Lattice watch.

The Lattice watch was manufactured in Detroit in a limited edition of 250 and came with a hardcover book about Oscar de la Renta.

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Shinola's watch collection also includes non-limited edition styles, such as The Birdy, The Gomelsky, and The Runwell Chronograph.

The company has released several mechanical watches, including the Lake Erie Monster, which was unveiled in November 2017.

Shinola's first automatic chronograph, the Canfield Speedway, was released in May 2021.

In addition to watches, Shinola also produces handbags, accessories, clocks, jewelry, sunglasses, and bicycles.

Their products are available in retail stores across the country and online.

Shinola has collaborated with other brands, such as Crate & Barrel, on a 115-piece collection that includes furniture, bedding, and decor accessories.

The company operates an in-house watch and leather factory in the historic Argonaut Building in Detroit.

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Shinola's marketing strategy has been a topic of controversy, with some accusing the company of using "opportunistic marketing" to evoke feelings of nostalgia in customers.

The company's decision to locate its factory in Detroit was a deliberate attempt to tap into the city's nostalgic appeal, according to journalist Jon Moy.

Shinola has invested heavily in its Detroit-based employees, paying above minimum wage and retaining its workforce despite the broader manufacturing sector's trend of outsourcing.

The company's branding has been criticized for its racist underpinnings, with examples of overtly racist advertisements from the 1930s and a tone-deaf campaign shot by photographer Bruce Weber.

Shinola was ordered by the Federal Trade Commission to stop using the slogan "Where American is Made" in 2016, as it was found that 100% of the cost of materials used to make certain watches was attributable to imported materials.

Shinola's marketing strategy relies on the design aesthetic of "calculated authenticity", which suggests that the product is motivated by values rather than economic gain, according to Modrak.

The company's claims of city pride have been accused of disguising their furthering of gentrification in the city, with some arguing that they are capitalizing on Detroit's poverty.

Shinola pays its workers, on average, $3 above minimum wage, with company founder Tom Kartsotis claiming that he is not in the business to make a profit, but rather to stimulate the local economy.

Shinola is deeply rooted in the community of Detroit, where the company was founded in 2011. They've grown from a timepiece manufacturing company to a luxury brand offering a wide range of products.

In 2014, Shinola partnered with Midtown Detroit, Inc. to open an off-leash dog park in Detroit. This community involvement is just one example of their commitment to giving back.

The company has released several special-edition watch lines, including the Twenty After Four watch line in 2020, which was created in partnership with rapper Common and actor Woody Harrelson. Proceeds from the sale went to two criminal justice charities.

Shinola also produced 1,969 Pride watches in 2021 to commemorate the 1969 Stonewall riots. The company donated $120,000 of the proceeds to the LGBT+ nonprofits SAGE Metro Detroit and the Ruth Ellis Center.

Shinola operates an in-house watch and leather factory on the fifth floor of the historic Argonaut Building, where a team of artisans hand assembles luxury timepieces and crafts premium leather straps.

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Shinola's retail approach is all about finding the right partners to make their "Made in the USA" vision a reality. This was made possible through their collaboration with the Detroit Economic Growth Corporation (DEGC) in blighted Detroit.

To ensure the success of their manufacturing, Shinola looks beyond their Detroit facilities if necessary. They've even expanded to cities like Seattle and Tampa to find the right craftsmen and facilities.

At the heart of Shinola's retail strategy is a commitment to old-fashioned customer service. As COO Heath Carr notes, "Customers don't have to come to our stores. They have to want to come to our stores."

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Shinola's commitment to quality is evident in its leather goods, which are made using leather supplied by Horween Leather, a Chicago-based tannery that's been in operation since 1905.

The tanning process takes months, showcasing the natural characteristics of the leather. This attention to detail is a hallmark of Shinola's products.

Shinola's leather factory in Detroit is equipped with custom-designed machines produced by Galli S.P.A. This investment in machinery reflects the company's dedication to producing high-quality leather goods.

In 2014, Shinola opened its own leather factory in Detroit, allowing for greater control over the manufacturing process. This move has enabled the company to produce leather watch straps under the leadership of Braloba, a Swiss-based company.

Shinola's leather goods include iPad and iPhone cases, wallets, portfolios, backpacks, and more. The company's focus on producing a wide range of leather products has helped it establish a loyal customer base.

Shinola sells watch straps individually, with leather straps sourced from Horween Leather and rubber watch straps made in partnership with Stern Manufacturing of Staples, Minnesota. This variety of options caters to different customer preferences.

When building a brand, it's essential to focus on what makes you unique. Here are five key takeaways from Shinola's retail approach that can inspire your own business strategy.

Made in the USA is a great selling point, but it requires the right partners to make it happen. According to COO Heath Carr, finding partners who share your enthusiasm is crucial. This is what made Shinola's partnership with the Detroit Economic Growth Corporation (DEGC) so successful.

A cool idea is great, but it needs to be practical. Shinola looks for opportunities that make sense for their business, even if it means expanding beyond their hometown of Detroit. They've opened a boutique hotel in Detroit because there's a big market for it.

Customer service is still an old-fashioned value that never goes out of style. Shinola's approach is to make customers want to come to their stores, rather than just having to come. This means creating an experience that's worth visiting.

Here are the key takeaways from Shinola's retail approach:

Shinola is a luxury brand that's making a name for itself in the world of watches, bikes, and more. Shinola employs 534 people worldwide, including 357 in Detroit.

Their product line is quite impressive, with watches, bikes, journals, leather goods, and apparel all being part of their offerings. They're expecting to produce about 225,000 watches this year.

Shinola started in Detroit in 2011, and it's great to see a company supporting local employment. Their parent company is Dallas-based Bedrock Manufacturing, a private equity and venture capital firm run by Tom Kartsotis, cofounder of Fossil watches.

Here's a quick rundown of Shinola's key facts: