GEAR WITH A POV: JANE MOTORCYCLES’ RETAIL HANGOUT
“What do we want to do with ourselves? What are we doing with our lives?”
That’s what Adam Kallen and Alex DiMattio thought out loud over dinner one night in New York. The answer to the second question: hard to say. The answer to the first? A retail shop with a motorcycle vibe where people can hang, drink great coffee, maybe even pick up the perfect leather jacket.
“At first it sounds like a crazy idea to put all three of those things together, but it works,” Kallen says. “And against everyone else’s advice we took a swing at it.”
At first it sounds like a crazy idea to put all three of those things together, but it works.
From that foundation, they worked out a business plan. Thanks to their combined fashion, design, and e-commerce backgrounds, they later added their own apparel line. Riding pants, hoodies, and branded shirts now advertise the fact that they also offer service and parts.
If their vision was specific, so was their intended audience. “I knew that there was a group of people that ride that have never really been served by the motorcycle market,” DiMattio says. “There are a bunch of guys who ride motorcycles and they’re not sportbike guys and they’re not Harley guys, but they’ve never really had a voice.”
From there, they connected a Shopify store to their MailChimp account so they could engage e-commerce customers just like their in-store Brooklynites. “MailChimp is a great way to educate our client base about what’s happening,” Kallen says. “We just sent one when we got our new vintage racing jersey back in stock. The minute we sent, we sold a bunch.”
“I love the analytics,” he adds. “I love seeing who’s opening it, what time of day they’re opening it, what part of the country they’re opening it, how many times they’re opening it.”
That access to customer data tells them who’s being served best by their brand—and where they should expand. They’re eyeing L.A. for their next retail location. Come to think of it, maybe they're figuring out what they're doing with their lives after all.
“You have to be crazy to do what we’re doing and to do it seven days a week from 7 in the morning to 7pm,” Kallen says. “Luckily we love what we’re doing. Alex and I don’t look at this like, ‘Man, we’ve got to go to work today.’ We get excited about coming in.”