Building a Brand, Cultivating Relationships

Overview

Togl® is a B2B, boutique clothing button brand in the handmade textiles industry, that my wife and I acquired and rebuilt following its previous life under different ownership. What began as an inventory and customer-base acquisition has since evolved into a modernized, values-driven retail operation serving hundreds of small shops across the United States.

My work focuses on strengthening the brand’s identity, deepening customer relationships, and building an ethical, resilient sourcing network across multiple global regions, including Europe, South Asia, Asia-Pacific, Africa, and the Americas.

The goal has been simple: create a small business that is operationally sound, ethically aligned, and built for long-term sustainability.

The Challenge

The company’s legacy operations, while functional, reflected an older retail model:

• Limited supplier diversification

• Outdated systems

• Inconsistent customer experience

• A lack of brand clarity

• No forecasting or governance structures

• Heavy reliance on static inventory

• Minimal digital presence

Transforming the business required modernizing processes, refreshing the brand, expanding supplier relationships, and creating a customer experience that aligned with the expectations of contemporary boutique retailers.

My Role

As Co-Founder, President, and Director of Operations of Togl, I lead:

• Brand identity and market positioning

• Ethical sourcing and global partner relationships

• Forecasting and procurement

• Customer experience and communication

• Inventory and product curation

• Systems modernization (Odoo ERP, digital storefront, invoicing, etc.)

• Operational governance and workflow design

The work blends entrepreneurship, operational leadership, and a deep respect for the craft-focused retail community we serve.

Approach

Ethical Sourcing & Global Partnerships

I expanded vendor relationships across multiple world regions to strengthen supply-chain resilience, increase material diversity, and support ethically aligned manufacturing partners. Each new partnership is evaluated for:

• Craftsmanship quality

• Sustainability practices

• Communication reliability

• Alignment with Togl’s quality, value, and ethical standards

Entrepreneurial Leadership & Vision

The rebrand to Togl required creating a clear identity rooted in:

• Craftsmanship

• Style and personalization

• Small-business partnership

• Modern design aesthetics

This included narrative development, brand voice, photography direction, and product presentation that reflects the tactile, story-driven nature of boutique sewing and knitting culture.

Customer Experience & Relationship Building

I prioritized long-term customer relationships through:

• Responsive, transparent communication

• Tailored product recommendations

• Attention to shop identity and customer base

• Consistency in pricing, packaging, and support

This customer-centered model increased partner satisfaction and contributed to a measurable rise in repeat orders.

Brand Identity & Market Positioning

Refreshing the brand meant:

• Rebuilding the digital storefront

• Unifying the product catalog

• Redesigning images for consistency and clarity

• Creating promotional materials and seasonal campaigns

• Aligning product presentation with boutique retail expectations

These updates strengthened market presence and helped modernize the business for long-term growth.

Actions Taken

• Rebranded and repositioned the business with a clear, modern identity

• Diversified sourcing across global regions to strengthen resilience

• Modernized operational systems and workflows, including Odoo ERP/CRM

• Improved product presentation and photography

• Strengthened customer relationships through high-touch, value-driven communication

• Increased repeat-order frequency

• Reduced procurement costs through strategic vendor alignment

• Developed forecasting and governance structures to improve decision-making

A Craft-Centered Approach to Entrepreneurship

The work behind Togl reflects a commitment to thoughtful craftsmanship, ethical sourcing, and genuine partnership with small retailers. It combines the discipline of operational leadership with the creativity of brand building and the humanity of customer-centered service.

Togl represents a belief that even small, product-based businesses can operate with intention, balancing sustainability, design, and community in a way that supports both the makers and the shops who bring their work to life.