Apparel brands have had to adapt and get out of the “business as usual” mode, LumberUnion has taken this transformation to the next level. Early this year, the company placed tech and finance leader Shane Boudreau into the role of CEO. Reshaping, rethinking the way they do business, LumberUnion had to rethink the end to end apparel process of the typical apparel company and change it to behave like an agile market-responsive leading tech company.
“Agility is what it comes down to – taking skills that have worked in the past, learning new skills, and applying them to the current market.” Says CEO Shane Boudreau. Technology companies are nimble and able to quickly adjust to consumer and market needs. Traditionally, this is not the case with companies outside of the tech space, including apparel. By applying his experience with technology companies including the agile framework, Boudreau has lead LumberUnion into a deft and responsive brand, able to rapidly meet customer needs and be at the forefront of change in the apparel industry.
Apparel is all about listening to what is important to customers and delivering on that.
“Apparel is all about B2C relationships, customers need to have an emotional response to your product. Our apparel needs to speak to what they want and why LumberUnion is the right fit for them.” Boudreau remarks. By listening to what is important to customers, LumberUnion has invested considerable time and resources into pulling apart the processes of a typically dirty industry and inject oversight and responsibility into making apparel. “It’s important that we are cognizant of all of the ingredients, processes, machines, and labor that make our apparel.” Expresses Boudreau. “Our customers demand and deserve quality apparel that lasts, is made with organic cotton and non-toxic dyes, and throughout the process leaves as little impact on the planet and people.”
By thinking differently, LumberUnion is leading change in the apparel industry. With Boudreau at the helm, the company’s future is limitless.