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Purses to the Max

Nov 1, 2008
by Judi Perkins

The owner of Max Purse, Avraham Reyhan, has been a successful apparel and handbag designer for 25 years. While some of the purses on are purchased from importers, Reyhan designs of significant number of them himself, and he certainly has the experience to know what sells.

His wife, Jenny Shemtob, who works closely with him running the company and its website, describes of Reyhan's creative abilities. "He loves designing. He gets an idea and then he makes the design himself. Once he gets the sample, he might decide to use a different material, change the size or switch the handles. Sometimes it becomes a whole new design altogether. Quality and fashion are the determining factors."

As for Reyhan's imported purchases, all the bags are subjected to rigorous inspection prior to becoming part of the Max Purse collection. He scrutinizes the materials and the quality of the production. "He is very picky," said Shemtob. "If the design is good, the quality is good, and he believes it's fashionable, he buys it. We won't just buy anything."

Reyhan's experience in the business and his eye for what women like are a big part of the reason why Max Purse has been successful from the onset, even before the company went online. Since they went online in 2005, they have seen even greater success.

"Buyers don't want to drive or fly to select the merchandise," said Shemtob. "Traveling is expensive and many smaller stores would have to close in order to source merchandise. Putting my inventory online has provided an inexpensive and convenient way for buyers to choose and purchase their merchandise. My buyers know they make more money by doing it this way."

Max Purse keeps between 100 and 200 products on its site at any given time. New styles come in and existing styles sell out, so the inventory often changes. New styles come in every week, which Shemtob's team immediately posts to the New Arrivals section of the site, as well as the product's specific category, allowing customers to easily find the latest products.

The site features 32 categories, most of which are designated as "Inspired by" specific designers. In addition to purses, the company wholesales wallets, travel bags and clutches, which can all be browsed and purchased online. Reyhan also had the insight to allow shoppers to shop by price range. There are often pricing specials, which can be accessed through the Specials tab at the top of the homepage, and frequently includes overstocks on popular styles. The straightforward layout of the site makes facilitates a productive buying experience.

Customers must create an account to see the prices and the specs on each item. Simply click the My Account or the Log In buttons at the top of the page. Savvy buyers can also subscribe to the Max Purse newsletter, which Shemtob sends out whenever there is a new product.

"We sell to everyone," reveals Shemtob. She lists boutiques, purse stores, accessories, home shows, nail salons and spas as some of her loyal customers. She notes that their buyers include both retailers and resellers, including eBayers, women's clothing stores and flea marketers.

As a testament to the expansive reach of ecommerce, Max Purse also has many international customers. Shemtob explains, "They find us on the Internet. Many come from, and we get a lot of referrals."

Max Purse has achieved success in a short period of time, much of it due to Reyhan's eye for style and quality. However, the company's simple business philosophy also plays a part in their popularity. "We want our customers to be happy and to be satisfied," said Shemtob. "When customers have good buying experiences, they tell their friends."

Minimum order: $150. Orders of $300 or more come with a free purse. Recommended mark up is 100%.

For more information:

Max Purse
1141 South Santee Street, B
Los Angeles, CA 90015
Tel: 213-749-1108
Fax: 213-749-1136

Topic: Company Profiles

Related Articles: purses  handbags 

Article ID: 807

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