PPB January 2015

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64 • PPB • JANUARY 2015 GROW
On The Up And Up
ROYCE LEATHER (S)
Secaucus, New Jersey
Kathy Bauer, president
Andrew Royce Bauer, CEO (left)
Billy Bauer, director of marketing
• Founded: 1974
• 2014 Inc. 5000 Ranking: 4475
• Three-Year Growth Rate: 59%
• 2013 Revenue: $4.1 million
• Number of Employees: 14 (five new jobs added within
the past three years)
• Previous Years On Inc. 5000 list: One (2013 No. 3284)
Innovation, Technology and Quality Leather Hit the Mark
Ever lost your wallet? Just the thought of it can give you the
shakes and put you in high anxiety mode. However, for Andrew Bauer,
CEO of Royce Leather, losing his wallet spurred the idea of creating a
new and innovative product, the Freedom Wallet—reportedly the
world’s first leather wallet with GPS tracking technology.
Royce Leather’s Freedom Wallet, along with its RFID-blocking
passport cases and briefcases, skyrocketed company sales. However, it
was the decision to boost their e-commerce platform that produced
the most rapid growth. “In the scope of four years of overall growth,
this has been the quickest rise in our 40-year history,” says Billy Bauer,
director of marketing.
A family-owned and operated business that specializes in luxuri-
ous handmade accessories such as wallets, card cases, travel accessories,
bags and luggage, Royce Leather was founded in 1974 by Harold
Bauer—who learned the business from his wife, Kathy, and his father,
Eugene Bauer, an Austrian immigrant.
Strategy For Growth
Innovation is the key. “Royce Leather is the only manufacturer to
utilize technology to enforce pragmatic consumer safety while keeping
the products luxurious,” says Bauer. “It is our differentiator.” The prod-
ucts have been featured on NBC and CNN. At the same time, utiliz-
ing e-commerce to promote a higher awareness of the quality of the
products, internet brand recognition, and new partnerships such as
Retail Universe sponsored by SPS Commerce, have contributed to the
growth.
Creating Differentiation
“Our company is good at looking ahead. My brother, Andrew, who
is the CEO, has been at the forefront of innovation,” says Bauer. “The
company has gone beyond just selling luxury leather goods, we work
to protect the user of the products as well. The technology makes the
products relevant and compelling to consumers.”
Royce also offers a wide variety of colored leather, ranging from
key lime green to purple, something few leather manufacturers are able
to do successfully, says Bauer.
Sustaining Growth
“Our quality leather is there, and our design is good. This, com-
bined with online sales, strong partnerships, technology and our
research and development, has really helped us grow,” he says, adding
that the company focuses on making sure clients are satisfied and ful-
filled. “This is an important part to a successful business.”
What’s Ahead In 2015
Bauer is confident Royce Leather will make Inc. magazine’s 5000
list again next year. “We are always working to stay one step ahead of
the curve.” One example is a new product introduced this month at
the PPAI Expo 2015—an anti-theft briefcase that uses a fingerprint
swipe as a security device. “ID theft prevention and GPS tracking—
these things captivate a wide audience,” he adds.
“Our quality leather is there, and our design is good. This,
combined with online sales, strong partnerships, technology and
our research and development, has really helped us grow.”