Softeez is a Montreal clothing company that works closely with clients to determine pricing for its made-in-Canada, UV-protected clothing line. Founder Ben Michaud provides upfront cost information to clients and collaborates to find prices that work for both parties. Softeez is able to offer competitive pricing through a flexible manufacturing model that subcontracts production, keeping overhead costs low. The company started by providing custom shirts to sports organizations and retailers and hopes to expand into workwear.

1. 05/09/2012 Softeez’s prices are made to measure
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When the Rogers Cup tennis tournaments w ere held last month, the ball chasers and on-court officials w ore T-shirts provided by
a Montreal company that has no head office, no manufacturing facilities of its ow n and no price list.
Photograph by: Dario Ayala, Montreal Gazette
Softeez’s prices are made to measure
Montreal clothing company works closely with clients
BY PAT HICKEY, THE GAZETTE SEPTEMBER 5, 2012 10:20 AM
MONTREAL - When the Rogers Cup tennis tournaments were held last month, the ball chasers and
on-court officials wore T-shirts provided by a Montreal company that has no head office, no
manufacturing facilities of its own and no price list.
“We’ve positioned ourselves as a made-in-Canada company which offers UV-protected clothing for
people who spend a lot of time outdoors,” said Softeez founder Ben Michaud. “We work with our
customers to determine the price of an item. I tell them my cost upfront and what I have to make on
each shirt, and we go from there. Most customers are happy to pay for a quality product with the
added social value of having it made in Canada.”
The business model grew out of Michaud’s first retail venture, a line of kid-size shirts with legends like
“Don’t smoke, I’m a kid.”
“I took them to gift shops and asked them to give me some space and they didn’t have to pay me
anything if the shirts didn’t sell,” Michaud explained. “We priced them at $19.99 and they didn’t move.

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We lowered it to $14.99 and business was a little better, but they took off at $12.99 and we had found
our price.”
He had a similar experience when he started providing UV-protected shirts for Go Sport, a new chain
in Quebec.
“We produced a private shirt for them, which retailed for $29.95 as opposed to $39.95 or $49.95 for
the name brands,” Michaud said. “They sold well, but I asked them: ‘How many do you think you could
sell at $24.95?’ They said ‘a lot,’ and that became the new price.”
Michaud said getting into the T-shirt business was an accident. He was working as a sales
representative for Wilson Sporting Goods, and customers were asking him for T-shirts.
“I wanted to give them something a little different, a little better than your ordinary cotton,” Michaud
said.
After talking to people in the garment trade and experimenting with different fabrics, he concentrated
on using a blend of nylon and spandex known as ITY.
“It’s naturally wicking, (and) it keeps its shape even after washing it over and over,” Michaud said. “I
had a friend whose son plays hockey and he was complaining about the high cost of underwear. We
produced a one-piece compression garment as the house brand for Go Sport and we were able to do
it at a lower cost than some of the popular name brands.”
Because Softeez subcontracts its manufacturing, it has lower overhead costs and more flexibility.
After providing Tennis Canada with its initial delivery of shirts, Michaud received a panicked phone
call from his partner, tennis coach Martin Simon.
“They realized they needed some larger shirts,” Michaud said. “We had them made in a hurry and
were able to get our screener to work on a weekend so we could deliver them on time. Eventually, we
hope to increase our volume so that we can get a cutter and sewers under one roof.”
While Michaud and Martin have backgrounds in sport, Michaud said he sees the company expanding
into workwear.
“When I was in Florida, I noticed that guys working outdoors were all wearing heavy, long-sleeved
shirts,” Michaud said. “I started talking to a landscaper and he said they had to wear those clothes to
protect them from the sun. I gave him a shirt I had made for myself and he said: ‘This is great. Where
can I buy one?’ I told him he couldn’t, but that I could get some if he thought there was a market for
them. He’s now our salesman in Florida.”
On the Web: www.softeez.ca
phickey@montrealgazette.com
© Copyright (c) The Montreal Gazette

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