Winter 2021 - 89

RETAILER PROFILE
S
tellar yet simplistic design, quality and
environmental concern were always guiding
principles in Ryan Lafrenz's vision. Prior to
launching Utility Goods-an award-winning lifestyle
brand based in San Francisco, Lafrenz worked as an
environmental consultant.
" My professional experience in the environmental field
has always guided my socially-conscious business and
manufacturing practices, " said Ryan Lafrenz-owner and
founder of Utility Goods.
Prior to launching his first shop in San Anselmo,
California in November 2016, Lafrenz founded AXL Brand-
an award-winning organic apparel collection for infants
and toddlers; goods are made locally in San Francisco.
" When my wife, Jessica and I were new parents looking
for simple, clean, modern basics, we came up emptyhanded,
so AXL Brand was born, " Lafrenz said.
MOVING INTO RETAIL...
Lafrenz described himself as a " guy's guy " who enjoys
spending his leisure time fishing, camping, and zipping
around on his motorbike. That lifestyle partially inspired
the launch of the San Anselmo store.
" AXL Brand was a perfect creative endeavor while I
looked to start something of my own with two babies
at home. As they grew older I realized that creating in
a very baby- and mom-centric world might not be best
for me. At that time, I noticed there was a lot of retail
space available in San Anselmo and thought this could
be a great opportunity to start a men's gifts and apparel
boutique, " said Lafrenz. That's how Utility Goods first
came to fruition.
The entrepreneur explained that most items in the
collection serve a purpose. That's where the " utility " part
comes in. Think wood pliers, wool blankets and picnic
knives. These wares must also be well crafted of quality
materials such as leather, wood, and a variety of metals.
With a desire to support smaller " maker " businesses,
which ideally hail from within the United States, Utility
Goods' product mix offers niche, boutique style items.
The collection includes everything from custom candles
and soaps from Manready Mercantile in Houston to small
batch caps from The Ampal Creative in Southern California
and heritage wool blankets by Faribault Woolen Mill in
Faribault, Minnesota. It also offers leather and wax canvas
goods by Bradley Mountain in San Diego, barware and
kitchen accessories by W&P in Brooklyn, and beyond.
Apparently Utility Goods' clientele aren't the only
design aficionados impressed with Lafrenz's aesthetic
vision and talent for curating. In 2017, San Francisco
awarded Utility Goods one of its " Best of San Francisco "
awards. That year, the company also nabbed the " Best of
the County " title from Marin.
Many of its products are unisex and generally appeal
to socially-conscious, style savvy consumers ages 20s
Top: Ryan
Lafrenz,
founder and
owner of Utility
Goods. Photo
by Stephanie
Mohan.
Right: The
Westfield
location offers a
modern vibe and
displays truly
stand-out.
Photo courtesy
of Utility Goods.
" You can still maintain your aesthetic and
remain true to your vision, but ultimately
you're there for your customer, "
- Ryan Lafrenz, founder and owner
through 40s. Although women were Utility Goods' most
frequented customers (in-store), beyond shopping for
the men in their lives, its female demographic also visited
Utility Goods to snap up novelty items for themselves.
Beyond launching the San Anselmo shop (which closed
its doors in May 2018), Lafrenz had a location at San
Francisco's One Market Plaza. His wife Jessica initially
spotted the opportunity while she was in the area, which is
located near her workplace. In 2017, One Market became
the site of Utility Goods' second location.
In Spring 2020, Lafrenz was in negotiations to re-sign
the lease-a plan that was scrapped when large tenancy
changes altered the flow of people into the building. The
lobby wasn't drawing the foot traffic it was attracting
before these changes.
GIFTSHOPMAG.COM 89
http://www.GIFTSHOPMAG.COM
Winter 2021

Table of Contents for the Digital Edition of Winter 2021
