Daniel Cutler, Founder of Khaki Surfer, Describes How His Business is Changing the Independent Menswear Retailer Landscape

Working exclusively with the best partners. Khaki Surfer is a cleverly conceived online destination for modern men. By sourcing and selling historical one-offs or small residual quantities, it merges socially conscious shopping with exceptional bargains for a truly unique experience.

Khaki Surfer Changing the Face of Online Menswear Shopping

Khaki Surfer is the brainchild of Daniel Cutler, whose CV includes stints with Gant, where he was UK Marketing Director, with time later spent operating as the Distribution Partner for Robert Graham and UK Agent for Strellson and Eden Park.

The website is like nothing else on the market, and Cutter explains: ‘We spent over a year putting Khaki Surfer together, we talked to retailers, and developed our own fully integrated system for processing, listing and managing stock, taking orders and shipping to customers.

“Now, at any one time we’re holding around 7,000 individual items across just about every category you can imagine, jackets, coats, shirts, knitwear, jeans, sports casual and accessories. A lot of noise is generated through social media and the FOMO phenomenon, with savvy shoppers regularly scouring the stock to unearth some truly astounding reductions and very occasional examples of extreme designer/buyer enthusiasm, the successful sales of which confirm that there is indeed a market for everything in fashion.

“Having worked both sides of the menswear industry, it became apparent that the increasing demands of prestige brands were severely impeding the ability of independent retailers to sustain profitability. The imposition for higher minimums, tighter payments, and ever-expanding distribution, were all contributing to the increasing problems around unsold stock. Khaki Surfer provides a discreet safety net for branded products that have rotated through the retail lifecycle and then languish in stockrooms, boxes and shelves depreciating by the day until they can be resurrected on a sale rail, presented to the same audience that rejected them a season or two previously. Those depreciated garments represent latent profit and cash-flow, which given the current state of retail is very attractive.”

In addition to the website, Khaki Surfer feeds selected inventory through numerous online marketplace platforms, providing a vast consumer pool across 5 continents. As Cutler continues, “There is a customer for every piece, it’s just a question of offering them the opportunity to find it.”

Since opening for business in 2018, Khaki Surfer now works on behalf of over 25 premium men’s independents across the UK and has recently started taking on accounts in the US, growing its customer base at a rate of 20% every month and receive around 300 new products to its website inventory every week. Everything is catalogued to make it easy for the end consumer to shop, edit and select by category, size or style, and with prices up to 80% off original retail it seems to have struck a chord globally.

Despite thoughts of extending the brand to Womenswear, largely as a result of consumer inquiries, Khaki Surfer is dedicated to further development of its Menswear service first. Cutter confirms: “I’ve worked for over 20 years with the majority of independents who are now using Khaki Surfer to dispose of surplus stock, so there is a keen sense of trust involved, and just for a change online is working in partnership with traditional bricks and mortar retailers to great success”

For more information, you can connect with Khaki Surfer at www.khakisurfer.com or on Facebook, Instagram, LinkedIn and Twitter. Khaki Surfer’s press release contact Daniel Cutter can be reached on +44 (0) 1483 924997 or at info@khakisurfer.com. Alternatively, you can write directly to Unit 5, Camberley Business Park Surrey GU15 3DP United Kingdom.

Contact Info:
Name: Mr Daniel Cutler
Email: Send Email
Organization: Khaki Surfer
Address: Unit 5, Camberley Business Park Surrey GU15 3DP United Kingdom
Phone: +44 (0) 1483 924997
Website: https://khakisurfer.com/

Release ID: 88922181