COAT OF ARMS | RETAIL TRANSFORMATION & CULTURAL POSITIONING
project overview
Client: Coat of Arms (Acquired by Aaron Hansen)
Role: Owner, Brand Strategist & Operations Director
Timeline: Feb 2014 – Jan 2019 (5 years)
Project Type: Retail Acquisition, Brand Transformation, Market Repositioning
THE CHALLENGE
Acquire and revitalize a struggling Manhattan retailer, established in 2006, losing relevance in New York's shifting streetwear market. Rebuild brand equity, relocate to a high-growth cultural district, and create a sustainable, profitable business model in the competitive skate/lifestyle retail space.
STRATEGIC APPROACH
Market Repositioning & Relocation
Targeted Greenpoint, Brooklyn before its mainstream rise
Shifted from downtown legacy brand to Brooklyn cultural destination
Focused on premium skate/lifestyle market with authentic community ties
Brand Transformation
Complete identity overhaul: logo, style guide, brand positioning
Balanced wholesale (75% revenue) with exclusive in-house line (25%)
Elevated quality to stand apart from commodity streetwear
Partnerships & Collaborations
Secured heritage brands: Levi's, Stussy, Thrasher, Champion
Designed collaborative marketing programs and exclusive releases
Hosted experiential retail events to drive traffic and community engagement
Operational Overhaul
Built a cross-functional team across sales, marketing, e-commerce, and service
Implemented inventory management for 30+ wholesale partners
Introduced financial controls to track growth across all revenue streams
SIGNATURE CAMPAIGNS | LEVI’s skateboarding collection
Levi's Skateboarding Collection Launch
Weekend-long immersive event with customization stations, photo exhibits, community skateboard donations, and local food partners
Result: 1,000+ attendees, complete daily sellouts
signature campaigns | Champion
Champion Reverse Weave Collaboration
Weekly product drops leading into Black Friday, supported by location-specific photography shot in Greenpoint
Result: Weekly sellouts, highest sales month in store history
signature campaigns | private label goods
Heritage Collection Lookbook
Maritime storytelling campaign shot aboard a working vessel off Rockaway Beach
Positioned headwear within Brooklyn's fishing heritage narrative
RESULTS (FEB 2014 - JAN 2019)
Financial Performance
Revenue growth from $100K to $750K annually (+650%)
Sustainable profitability across multiple revenue streams
In-house line: 25% of net sales | Wholesale: 75% of net sales
Market Position
Recognized destination retailer in Greenpoint
Exclusive partnerships with heritage streetwear brands
Loyal customer base from local community to global enthusiasts
Cultural Impact
Contributed to Greenpoint's emergence as a creative hub
Created an authentic community gathering space
Elevated Brooklyn streetwear's profile through premium positioning
KEY LEARNINGS
Location strategy: Early entry into emerging neighborhoods builds long-term advantage
Community building: Authentic local connections create loyalty beyond transactions
Brand collaboration: Heritage partnerships boost credibility, exclusives drive urgency
Hybrid model: Balancing wholesale and proprietary lines diversifies revenue and margins
IMPACT
The framework proved that traditional retail can thrive in evolving streetwear culture through strategic market repositioning, brand reinvention, and community-driven retail experiences. Transformed a struggling retail store into a profitable cultural destination, demonstrating how premium positioning, experiential marketing, and local authenticity create sustainable competitive advantages.
Transformation Metrics
5-year turnaround from acquisition to exit
650% revenue growth
Established cultural destination in emerging Brooklyn district