Toronto—Mass customization has come to belts with Brave Leather’s newly created Brave Workshop, an interactive site that permits consumers to design their own belt.
Brave Leather, the Canadian-based belt and accessories company, launched its new do-it-yourself workshop online last week after months tinkering with software to get the custom workshop up and running. Shoppers can selected among four of Brave’s most popular styles, then customize them my leather, buckle color, grommet color, edge color and stitch color.
All the belts are made in Brave’s own 8,000-square-foot factory in Toronto and shipped out free within a week to 10 days, says Scott Irvine, president and founder.
20th Anniversary: From the Street to the World Wide Web
“When I started this business 20 years ago, I began as a street vendor, making custom belts for customers,” Irvine says. “As a way of celebrating our 20th year, we thought we’d bring that concept back, but in a modern way.”
As a special offer this month, Brave is asking consumers to post photos of their belt designs on the company’s Facebook page to get automatically entered in a contest to win their own design. The belts retail for about $90.
Brave Leather is a supplier to better department and specialty stores and has expanded beyond belts into handbags, small leathergoods and wrist jewelry made from leather.
While Irvine says he’d love to expand the custom-concept to additional styles and categories in the future, “we want to perfect what we have accomplished thus far. You have no idea how complicated it is on the software side to integrate leathergoods into a custom approach.”
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