New Chief, New Directions for L.A. Menswear Retailer
Men’s clothier Sy Devore tailored suits for stars such as Frank Sinatra and Elvis Presley during its heyday in the 1950s and 1960s. The new president of the retailer, Danny Marsh, seeks to bring the store to new heights with a mix of casual styles, suits and even women’s fashions.
Marsh had worked at Sy Devore since 1989, and in the past eight years, he has worked as the vice president and partner of the retailer. He bought the store from his former partners—Marti Devore, niece of founder Sy Devore, and Leonard Freedman. The law firm of Rutter, Hobbs & Davidoff, Inc. negotiated the deal. The store is located at 12930 Ventura Blvd. in Los Angeles’ Studio City neighborhood.
When Marsh joined the retailer, 80 percent of its sales were suits, and 20 percent was in casualwear. The tables turned two decades later. Suits compose 20 percent of the retailer’s 3,700-square-foot space. Casual clothes from True Religion, Mason’s and Transit make up 60 percent of the retail mix.
Since premium denim has been so popular, Marsh experimented with attracting a female customer by selling women’s jeans since January 2006. He found that the category skyrocketed. Now the classic menswear tailor devotes 20 percent of its floor space to women’s clothing.
Future changes for Sy Devore might be a remodel and perhaps a higher price point for the store’s fashions, according to Marsh. —Andrew Asch
