|
By Rasheda Williams fashion editor for The Detroit News
SOUTHFIELD -- Sal Herman doesn't worry about embarrassing moments that result from slipping suspenders. The 53-year-old Southfield resident is president and founder of the Holdup Suspender Co., which patented the "No Slip" suspenders a decade ago. Herman said the Jumbo Clip suspenders are ideal for individuals who work in construction or who hunt and fish. "We've designed the product for daily suspenders users," said Herman, who operates Holdup Suspender with his wife, Judee. "Our main priority is to hold the pants up." Herman said he patented the "No Slip" idea in 1990, but it took about six years to get the products made and perfected. The suspenders come in casual, formal and designer styles. They are sold at 380 independent retail shops across the country, including more than 30 stores in Michigan. The company recently launched a new 2X4 Jumbo Clip line that features a two-inch-wide heavy-duty elastic fabric and four jumbo clips. These suspenders come in the cross-back style and work great for the heavy or workingman.
"Other suspenders don't hold like these do. Each clip is tested with 25-pound weights," Herman said. "Once they (customers) put it on, their pants will never fall." All of the company's products come with a lifetime clip guarantee. The suspenders are priced from $19.95 to $29.95. "Fathers Day and Christmas, by far, are a major point for our business," Herman said. "Many women buy the suspenders as gifts for their husbands and fathers." Customers can order the suspenders by mail, over the Internet at WWW.Suspenders.com and in stores. Donna Larson of Circle, Mont., ordered a pair of heavy-duty suspenders when the company first introduced the product. She bought them as a Christmas gift for her husband. "He's very happy with them," Larson said. "I felt comfortable in ordering them with the guarantee. That's very important that a company will stand completely behind their product." .... ..reprinted article- Copyright 2004, The Detroit News
‘We made a better mousetrap. . .now we're in about 2,000 stores.'
Sal Herman co-founder, Hold-Up Suspenders
Herman, along with his wife, Judee, started the Southfield-based Hold-Up Suspender Company with a simple concept: They added a tiny needle to the inside of the traditional suspender clip, which pierces the fabric to keep the suspenders in place. “We made a better mousetrap," said Herman. “We've been making them ever since and now we're in about 2,000 stores."
Business has been growing very slowly, because of the small market niche that Herman has to work with. “I just happen to be a person who wears suspenders every day. I need them to keep my pants up. But it's not a fashion statement today. It was maybe 20 years ago. It's possible it will be again. Hollywood has a lot to do with it. They became very popular after the movie Wall Street." Herman attended his first trade show in Pennsylvania in 1990. It took him six more years to patent his product and find a manufacturer in the U.S. to produce them. “Everything is made overseas but it was really important to us to have our product made in the U.S. It took us a long time to find someone who would make it to our exacting specifications," said Judee Herman. “Our goal is to make every man a suspender- wearer." Countless hours of phone calls, networking and
research went into the business in the beginning. So many, in fact, that Herman said only a self-employed businessman could make it work. The Internet sure adds to our reach.
“If I worked a regular 9-to- 5 job, I would never have been able to do it. It took a few years, but now it's profitable." To avoid the heavy marketing costs, they have taken a “grass-roots" approach to reach their small market, said Herman. Their marketing efforts include selling Hold-Ups through catalogs, mens shops, the Internet and advertising in fashion magazines. Their newest product is a dress suspender called Double-Ups, and is marketed to a younger, professional crowd. The Hermans want their suspenders to not only be utilitarian but also fashionable. “Smart fashion with the snap of a clip," is the new product's slogan, said Judee, who serves as advertising director and marketing advisor. The West Bloomfield Michigan couple has always worked together, and Judee said she calls her husband, “My Suspender King." Sal's advice for an entrepreneur who thinks they have a good invention? “Don't give up. If they have a feeling for it, and if there's enough time, they'll make it."
|
|
