Freedman brothers find success with Down East

The Freedman brothers have gone from selling liquidation-department denim jackets from the trunk of the family car to operating 40 stores and retailing their own clothing and furniture lines.

That's the trajectory the brothers have traveled since founding Down East Outfitters in 1991, after Jonathan Freedman, still in high school, made a tidy profit re-selling those J. Crew denim jackets.

His brothers, Charles and William, helped him see the larger opportunity behind that transaction, and soon the brothers were hosting Down East sale events featuring liquidation merchandise from such upscale retailers as Ralph Lauren. Soon there were Down East Outfitters stores, and home furnishings from brand names like Pottery Barn and Restoration Hardware were added to the mix to create Down East Home.

The company grew nicely, but the brothers recognized the need to create more stability in the organization given the unpredictable nature of the liquidation business. That's when they added private-label furniture lines and a private-label clothing line, Down East Basics, that capitalizes on the growing modest clothing trend.

Down East Basics clothes have proved extremely popular, opening up new sales channels for Down East and fueling revenue growth of nearly 300 percent for the Salt Lake-based company.

The company is pursuing an ambitious growth strategy for its stores, with plans to continue opening locations this year and beyond, and also enjoys significant revenue from its Web site and its wholesale operation.