By: Andi Stark
Based in Chicago, DM Merchandising has spent over 35 years designing products that make daily life easier and more enjoyable. The company offers everything from stylish handbags to shoes ideal for travel. Their goal is to create high-quality items people love and can afford.
“Our goal has always been to create products that improve everyday experiences while being accessible to a wide range of people,” said Anna Fronberry, the company’s marketing manager. This focus on improving life is reflected in every step of their design process, which is all handled in-house. The company ensures every item meets its high standards for quality and usefulness by keeping the production under one roof.
Understanding What People Want
People increasingly want products that can do more than one thing. DM Merchandising knows this and has created brands like Kedzie, which offers handbags made from vegan materials. These bags are lightweight, stylish, and practical, with features like removable straps and pockets. They’re made for work, travel, or a casual outing.
Another popular brand is FITKICKS, a line of flexible shoes made for active lifestyles. These shoes use a special technology called FlexForm™ to make them comfortable and versatile. They’re great for everything from yoga and light hiking to trips to the beach. “FITKICKS is not just footwear,” Fronberry explained. “They are tools for movement, whether on a trail or through an airport terminal.”
Other brands include Hello Mello, which makes cozy loungewear, and Optimum Optical, which is known for trendy glasses and sunglasses. These brands are designed to add comfort and convenience to everyday life without being too expensive.
Recognized for Excellence
DM Merchandising has earned a solid reputation in the retail industry. In 2023, the company won Manufacturer of the Year and was named the #1 Supplier by GiftBeat. These awards show the trust and respect they have built among retailers selling their products.
Their wholesale business works with thousands of stores across the U.S., offering them easy access to products to sell. Their direct-to-consumer brands have also gained loyal fans. Some brands, like FITKICKS and Hello Mello, have even been featured on Good Morning America’s Deals and Steals.
Data from the retail industry highlights why DM Merchandising’s approach works. The National Retail Federation predicts that U.S. retail sales will grow by 2.78 percent in 2024. Much of this growth is expected to come from high-quality and practical products, which is exactly what DM Merchandising focuses on.
Smart Innovation for Everyday Use
What sets DM Merchandising apart is its focus on making products that last and serve a real purpose. Instead of chasing fads, they create items that stay useful over time.
For example, their new HYDROSPORT shoes in the FITKICKS line are designed for land and water activities. These shoes are great for outdoor enthusiasts who want something lightweight, quick-drying, and comfortable. Similarly, Kedzie handbags are a favorite for professionals and travelers who need stylish but durable bags.
“Our products succeed because they solve real problems,” said Fronberry. “We are not just designing items; we’re thinking about how people will use them daily.”
Facing Challenges in a Crowded Market
Like any company, DM Merchandising faces competition. In the industry of accessories and athletic wear, they compete against big names. Economic pressures also mean people are more careful about spending money, so offering affordable options is crucial.
DM Merchandising has managed these challenges by keeping its prices reasonable while maintaining high-quality products. It has also focused on providing excellent customer service, which has helped it build long-lasting relationships with the retailers who sell its products, which has been key to its steady growth.
Published by Joseph T.
