Friday, March 04, 2011

Prices Are Rising, But They're Still Cheaper Than 1990

Dear Rothco Dealers and Partners,

Next week we will be sending out the 2011 Rothco New Product Supplement. It's filled with over 200 brand new products that will truly excite your customers and stimulate your Spring sales.

Here are just a few of the great new items appearing this Spring:
Many of these new items are already in stocked and can be found on the 2011 New Arrivals or Coming Soon pages at
But the subject of this blog is about rising prices, isn't it? Yes, along with the Rothco Supplement we will be sending along an updated wholesale price list for our 2011 Rothco Catalog. After staying flat or declining over the last two decades, our costs have increased significantly over the past year due to the following factors: 

Rothco’s deep inventory position has allowed us to hold prices for as long as possible, but we have had to make a number of increases in our news price list. Even so, the prices for most basics are at or below 1990 prices: 

MA-1 Flight Jackets, M-65 Field Jackets, Battle Dress Uniform Fatigues and Jungle Boots are all at or below our wholesale pricing in 1990 (the letter accompanying the 2011 Supplement will have further details.

There was a great editorial in January's MR Marketplace that I wrote about in a previous blog entitled, "Don't Panic" explaining the value that apparel offers in today's market and the example "in the early ’70s, we sold a corduroy sportcoat for $27.50; last year that same jacket was $25 in a better fabric with better fit." Just yesterday, in the Rothco Dealer Forum, Dan Gaddy of was saying "In today's imported items, we are seeing an increase in the quality as well at the lower cost. Some of the merchandise made in other countries are even made completely to military specifications." a

The reality is that the rugged military apparel Rothco is making today is the equal or better of the products we made 20 years ago but the value they represent is much greater. Rothco dealers can be secure knowing they are offering this same excellent value to their customers. Rothco will continue to scour the U.S. and the world for the best products and the most reliable and cost effective sources. At the same time, we will continue to bring in large inventories and maintain a minimum 97% in stock rate to ensure that we will have what you need when you need it. Given the challenges that many suppliers and manufacturers are having delivering goods at ANY price, this will offer you the best opportunity to serve your customers and keep your business thriving.

If you have any questions or comments on this topic, please leave them below or email me directly at Have a great weekend!

John Ottaviano
Director of Sales & Marketing

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