Detroit Denim is a small business that makes handmade high-end men’s and women’s jeans (about $200 a pair). They opened their doors in Rivertown in 2010 and then hit a sales plateau. That’s why they called in Marcus Lemonis of The Profit. A big cost the company couldn’t continue to cover was the training of employees to sew the jeans. Detroit Denim produces about 15 pairs a day. The company wants to expand and open boutiques across the country in 2018. But they’ll need to convince Lemonis, or an investor like him, to invest and help them do it.
One of the owners and product manager at Detroit Denim, Brenna Lane, said juggling real-life business work with taping a reality TV show “was a very bizarre experience.” She explained that some of the tasks seen on the show would typically take months for a business to accomplish rather than a few weeks according to a TV timeline. Think they’ll win over Lemonis? He does wear jeans a lot! The Profit airs Tuesdays at 10pm on CNBC.
