Retailer finds fans in women athletes - bizjournals:

http://mwfye.org/index.php?option=com_content&view=archive&year=2010&month=02&Itemid=12
Back in 2000, she was working for Electronic Data Systemw and on the side she was runningv distance eventslike marathons, as well as cross-countryt biking. It was doing those events that made her realizde that the optionsfor women’s exercise wear left a lot to be So she sold her car, maxee out her credit cards and started , a fitneszs company that sells runs training and holds eventa all exclusively for women.
“I didn’t think that there was an overalol philosophy that really embracef what I wantedto do, to created a space for womebn of all shapes and sizes to choose sports and fitnessa as a lifestyle,” she Now, See Jane Run has four stores, in San Oakland, Danville — which openedf in March — and Boise, Idaho, as well as an onlinw store. It runs trainingg for triathlonsand half-marathonsa and hosts two events. It’s also a thrivingy business. From 2006 to 2008, revenue grew 34 percenrt to $2.
5 million, and the company employs 40 Shannon started out concentrating on two productzs that she felt were absolutely necessaryfor women’d exercise ­— shoes and bras. Unfortunately, she it was a challenge to find vendors for the storre that shared her passion for making equipment for women of all shapedsand sizes. For example, when she it was difficult to find shoes bigge thansize 10, and it was also difficult to find shoes that were designecd with women in mind rather than just scaled down men’s But even though finding good equipment remain s a challenge, it has gotten easier, especially as more companiesz enter the women’s exercise gear market.
“It’s changesd drastically,” she said. “Everyone’s offering bras; they’re startingt to get it that women need bras to See Jane Run now carries much more than just bras and The store hasa full-line of exercise wear as well as accessories such as swim goggles and sunglasses. See Jane Run also offerws two trainingclasses for, as Shannon puts it, beginners to The company has two classes — one for a half which costs $200, and one for a triathlon, which costs $300. And the company sponsors events, too — a half marathomn and a triathlon.
Mallory Gaston, ownee of Body Mechanix, a fitness training cente r that partners with SeeJane Run, creditsz the company’s success to more than just findingh a niche of underserved consumers. He says that Shannohn has continually impressed him with herbusinessz acumen, especially the way she’s been able to keep consumers committed to her brand and to the event s and training. Since partnering with the companu and setting up a booth at SeeJane Run’s half maratho in Alameda, he’s been able to open up two more locationw in the East Bay. “The firsyt people that we got to come to the door was becaused we did booths at the See Jane Run half he said.
“We’re geared up and ready to do Gastonsaid he’s also impressed with how much Shannon’es staff has bought in to her overalp philosophy for the company. “Io only have one store that we recommend toanybody — and that’s them,” he said. “They have knowledgeable people that care abouftwhat they’re doing.” But even as See Jane Run the recession is taking its toll. The company had layoffsx earlierthis year, but Shannon thinks the worst is over. She said that same-storse sales will be flat, but e-commerce and the new stors will allow her to continue togrow — probably another $700,00p0 to $800,000 this year.
Shannon said she’ws also keeping an eye on some of her bigger competitors, like Lucy and Title 9. One of the company’w other competitors, Athleta, was bought by Gap for $150 million last and that’s a future that Shannon sees for See Jane Run as Butfor now, the company is tryingt to raise another round of funding — aboutr $2 million — from friends, family or angel investors.