Fun, family and fashion; that's what TLC for Girls is all about - Tender Loving Care

Discount Store News, Oct 17, 1994

Success Begins With A Vision

This progressive company was formed in a most traditional manner, yet it is the staggering success it has enjoyed since its inception that is most unusual.

In 1985, Bernard Ginsberg and his sons, Walter and Jonathan, entered the girls' fashion scene. They pooled their apparel expertise and agreed to dedicate their efforts to fulfilling one vision: to provide the mass market with department store looks at competitive prices.

They have since pioneered a whole new way of thinking about mass market girls' fashions. Over the last nine years, the family and their dedicated troupe of associates have guided TLC to grow at a steady clip; in each of the last two years, the company has experienced sales increases of 35 percent.

Since their father retired four years ago, the business has been navigated by Walter, who commands the executive offices in New York City and by Jonathan, who oversees the company-owned factories in Newark, New Jersey and The Dominican Republic. Producing trend-right grils' clothing in sizes infant to 14 under the labels TLC for Girls and To the Limit has enabled TLC to secure a niche in a relatively untapped market.

A Network Of Thoughts And Ideas

Teamwork is key to getting the job done right. Walter and Jonathan stress constant communication between employees on all levels, and it is this input that makes the company run so smoothly. A near-completely vertical operation allows TLC to service its diverse account base quickly and efficiently. All cutting, sewing and shipping is done from the company-owned factories. EDI capability provides for a rapid turnaround time of three to four weeks. Exceptional quality has resulted in a return rate of less than one percent per year.

The TLC and To the Limit looks are what really set the collections apart. The styles are like nothing else offered on the mass market selling floor today. Design Director Marlene Vincent and Designer Sharon Benfante strive to do the opposite of what the rest of the market is doing, making certain that their collections are fresh and unique. They put a funky edge on all of the pieces, using playful, original prints and lots of detailing, then finish the garments off with value-added extras like handbags, jewelry or hair bows. TLC also works with retailers to customize their merchandise mixes by creating individual programs or altering existing silhouettes.

Retailers Agree: TLC Is A Fashion Leader

Retailers have wholeheartedly embraced the total TLC concept. Merchants like Kmart, Target, Bradlees, Hills and Ames put the company on the map; other retailers who have enjoyed success with the TLC and To The Limit lines include Kids "R" Us, Charming Shoppes, and Kohls Department Store. Sales Manager Mark Riback is committed to expanding TLC's distribution network even further.

TLC's cutting-edge designs successfully reach a wide variety of consumer tastes, and have in turn won the praise of retailers nationwide. The labels have been recognized as the foremost names in girls' clothing on several occasions, most notably as Target's Vendor of the Year each year since 1991. Bradlees bestowed its Vendor of the Year award upon TLC in 1993. And in 1992, TLC was recognized by Discount Store News as an honorable mention in the girls' sportswear category; this year brought the label a second-place standing.

The company's future just keeps getting brighter. TLC was recently granted a license from Sun Apparel to produce girls knit sportswear in sizes 4 to 14 under the X-AM label.

Success hasn't by any means prompted this aggressive company to slow down. The team will continue to refine its business in order to remain the leading mass market provider of high-quality, high-fashion girls' wear.