Lennard Taylor Design Studio makes move to West Broadway
Lennard Taylor clothes have reached Barcelona, New York and Toronto. Now, the designer is relocating his Winnipeg home base — and drastically changing operations to grow the business.
'The energy of this space is just tremendous,' Lennard Taylor said, walking through his new eponymously named boutique, Lennard Taylor Design Studio.
A mannequin stands guard outside 67 Sherbrook St. Its uniform: a black T-shirt dress decorated with hand-painted images of people.
Ruth Bonneville / Free Press
Lennard Taylor in front of his new home Lennard Taylor Design Studio, at 67 Sherbrook St. After moving to many different business sites in Winnipeg Taylor says he can finally call this place home.
Similar artwork dons shirts inside the boutique and overlays dressing room curtains. Through the past 18 years, Taylor has taken to beautifying stained clothing by painting overtop — it's become the designer's staple.
Other luxury fashion items, such as coats and pants, populate racks. In a side room, long-time employee Shirley Chan hems clothing and works on custom outfits.
The boutique isn't yet open. Final permits should arrive in the coming weeks, Taylor estimated. Until then, he's planning to pull items off the rack and sell pop-up style on the West Broadway front lawn.
Most of the brand's life has unfurled downtown and in the Exchange District. Most recently, Lennard Taylor occupied a fifth-floor Exchange District spot.
It was too big and not accessible enough, Taylor said. So he moved.
'I just thought about, 'When was I … happiest in my career?'' he said. 'I replicated that with getting a new location.'
He flashed through his journey: injuring his knee roughly 18 years ago while playing soccer in Glasgow, ending his athletic career; trying on clothes in Europe and feeling his spirit lift; learning to sew; launching a store in Osborne Village, then moving to the Exchange District, then Garry Street.
'It's gonna be another Corydon (Avenue), the way it's moving.'–Paul Vocadlo, co-owner of Bistro Dansk on the West Broadway business community
There was a job at another clothing manufacturer, then back to full-time focusing on Lennard Taylor Design Studio. The company relocated to a few spaces downtown and in the Exchange District over the past years.
There were ebbs and flows: staffing up to 12 people, then down to two. Plenty of travel and trade shows; attracting clientele from Vancouver and New York to Winnipeg.
Often, Taylor picks items for his patrons. He and staff might spend the day custom-making a grad dress, mending torn clothing or teaching buyers sewing skills. 'I couldn't produce fast enough,' Taylor said.
Then the COVID-19 pandemic hit. Taylor became a father; the impending birth of his son led him to re-evaluate his work life.
'What do I want out of this?' Taylor, 39, recalled asking himself.
For one, it meant going back to 'the grassroots' of his career — a smaller space and greater connections with customers. The West Broadway locale is roughly half the size of Taylor's former fifth floor digs, which was 6,500 square feet.
This spot — previously a house — has a ground-floor entrance, five parking spaces in the back and room upstairs to hold another designer.
Taylor also recently inked deals with factories in Canada and abroad to make his wares. Until last year, all production was done in house.
'I didn't have enough hands,' Taylor said. 'Now I can look at the increased demand and take it on.'
Ruth Bonneville / Free Press
The inside of Lennard Taylor Design Studio's new address, at 67 Sherbrook St.
Shipping Lennard Taylor goods wholesale, including to mom-and-pop shops nationally, is now possible, Taylor said. 'I think it's a healthy growth opportunity.'
He's hired a chief operating officer to oversee day-to-day happenings. Meantime, he's ready to focus on clothes and art: 'It's going back to what I love in the business, and that's having my hands dirty — painting, sewing, creating.'
Clothing restoration workshops may be offered in the new space, Taylor hinted. He's planning to turn his front lawn into a sculpture gallery, one that shows a transformation of clothing waste.
Waltz on in Barber Shop and Thom Bargen, a coffee shop, are across the street. There's a chocolatier, a vintage store, many restaurants. The business community is part of the reason Taylor settled in West Broadway.
'It's gonna be another Corydon (Avenue), the way it's moving,' said Paul Vocadlo, co-owner of Bistro Dansk.
The eatery has resided near Lennard Taylor's new digs for decades. By Vocadlo's view, West Broadway has changed: far more small businesses.
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His wife and business partner watched Taylor paint a shirt outside the boutique earlier this month.
'To have him in the neighbourhood is amazing,' Pamela Vocadlo said. 'Couldn't ask for a better addition.'
Lennard Taylor Design Studio will likely draw new traffic, they predicted. The sentiment was echoed by Eric Napier Strong, West Broadway BIZ executive director.
'It's something we don't presently have in the neighbourhood,' Napier Strong said. 'I think it's going to be a great fit.'
The luxury brand has grown by word of mouth, noted Mike Colatruglio, a Lennard Taylor customer. He stopped by earlier this month, wearing a custom pair of the designer's jeans.
'People who know know,' he said. 'I think it's great for people in the area.'
gabrielle.piche@winnipegfreepress.com
Gabrielle PichéReporter
Gabrielle Piché reports on business for the Free Press. She interned at the Free Press and worked for its sister outlet, Canstar Community News, before entering the business beat in 2021. Read more about Gabrielle.
Every piece of reporting Gabrielle produces is reviewed by an editing team before it is posted online or published in print — part of the Free Press's tradition, since 1872, of producing reliable independent journalism. Read more about Free Press's history and mandate, and learn how our newsroom operates.
Our newsroom depends on a growing audience of readers to power our journalism. If you are not a paid reader, please consider becoming a subscriber.
Our newsroom depends on its audience of readers to power our journalism. Thank you for your support.
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