American Bench Craft
About the Company
American Bench Craft is a Wilmington, Massachusetts-based leather goods manufacturer that was co-founded by Jason Angelini. The company is Veteran-owned and prioritizes sustainable sourcing, high-quality materials, and American craftsmanship. Their product line includes over 100 items such as belts, wallets, dog collars, and tool sheaths. The brand guarantees durable products by using brass rivets instead of stitching to offer a lifetime guarantee on their leather goods.
The company has seen consistent growth and in 2021 reached $100,000 in monthly revenue. The most popular products are wallets and belts, and the majority of sales come through direct-to-consumer channels. They pride themselves on providing high-quality, long-lasting products that are made in the USA.
Idea Behind Company
The idea for American Bench Craft emerged when Jason and his brother Chris were dissatisfied with their office jobs and wanted to start a business. Initially, they attempted a web design business, but it didn’t take off. Jason’s torn wallet led to an idea for a seamless leather wallet, using rivets instead of stitching, which they tested with a Kickstarter campaign. The campaign earned $20,000 in sales in just 30 days, confirming the potential for their product.
They set up their first workshop in their parents' garage and later moved to a small office in Reading, Massachusetts. The business slowly expanded, and today they operate from a larger facility and offer a wide range of leather products beyond wallets, including belts, drinkware, and even dog collars.
Creating the Company
Jason, who has an engineering background, handles product design and prototyping for American Bench Craft. Each new product goes through a detailed design process that often starts with customer requests. For instance, the traditional bifold wallet was created after many customers asked for one. Jason uses CAD software to create designs and then tests prototypes in-house before mass production.
The company also faced challenges with more complex products like journals that required balancing aesthetic appeal with the number of rivets used. Recently, they also expanded into producing American-made ball caps, working with a manufacturer to create a high-quality, durable design. The first run of the caps sold out, indicating strong demand for their new offerings.
Launching the Business
The initial launch of American Bench Craft involved a Kickstarter campaign that brought in $20,000 in just 30 days. This provided the company with the funds and momentum needed to continue. Over the years, they grew by attending trade shows and corporate events, though COVID-19 presented challenges. The pandemic forced them to pivot, and they temporarily shifted production to assist in making PPE for frontline workers.
Despite the difficulties, 2020 and 2021 turned out to be their best years in business. With direct-to-consumer sales, corporate gifts, and online platforms like Amazon, Etsy, and Faire, the company built a loyal customer base that helped sustain them through the pandemic and beyond. Their community engagement through email marketing and new social media ventures like YouTube and TikTok also boosted their visibility.
Earnings
American Bench Craft has steadily increased its revenue, growing from a small garage-based business to a company generating $100,000 in monthly sales. Their main revenue streams include direct-to-consumer sales through their website, corporate gifts, and platforms like Amazon and Etsy. They have invested in marketing through PR efforts, and local news coverage has proven effective in driving traffic to their site.
The company continues to aim for growth, with plans to double its revenue on its website and Amazon in the coming year. They also hope to expand their workshop to accommodate their growing team and operations, incorporating features to promote creativity and employee engagement like a rock-climbing wall and ping-pong table. Their ultimate goal is to build American Bench Craft into a mid-sized business generating $5 to $10 million in revenue.
