Over the past few years, you've probably seen one of your favorite brands close, or maybe change hands and never feel the same.
Bluffworks almost became one of those brands.
We're not out of the woods yet.
However, in a surprising turn of events, the very problem we just overcame may become the solution for how we return to product innovation, fix our inventory problems, and build a profitable business that can endure.
But before we talk about the future, I feel compelled to share howwe were just 10 days away from closing Bluffworks. And, how we dodged a bullet... again.
The Problem
The pandemic was tough. But tariffs were tougher.
Because the lifeblood of our business is inventory, in 2025 when tariffs drove up the costs, we couldn’t bring in enough product. Being out of stock hurt sales. Lower sales hurt cash flow. And weaker cash flow made inventory even harder to finance.
The solution was to execute a COVID-like deal with our manufacturer and lender. It was a move where each party had to go deeper in an effort to keep the brand alive.
That kind of support only exists because of relationships built over years.
But this time, when the inventory arrived, a new kind of trouble ensued...
A Near Knockout Blow
You’re probably aware that the Gramercy suit is a strategic product for Bluffworks, one that makes up a sizable % of our sales.
In 2025, we launched a 2.0 version that is lighter, softer and has more stretch than the prior version our customers said couldn't be improved.
But, the production run suffered a dyeing problem.
Imagine a jacket and pant that don't match. The difference might not be noticeable to the casual eye, but it was unacceptable to us.
Because we sell the Gramercy as suit separates, a customer who buys a blazer for a conference today needs it to match the pant he adds for a wedding next year.
To make it right we held back thousands of units and refunded any customer who experienced the issue (still will, if you have one). But the damage was done.
We lost revenue.
Which meant we couldn't service a credit line we had with the same vendor who made the blazers.
In a cruel turn of events our supplier was close to taking ownership of Bluffworks.
How close was the company to changing hands?
A matter of days. Like, less than 10.
Our Lifeline
I am simplifying the situation, leaving out details about contracts, security interests and the scheduling of an auction. But, the short of it was, we needed cash for Bluffworks to stay alive.
To find that cash, we drew on a tool that I both love and hate...
Expensive but reliable.
Easy but addictive.
The tool is Shopify Capital, and it saved Bluffworks once again.
How Shopify Capital Works
When time is running out, Shopify Capital is brilliant because it can move incredibly fast.
Shopify makes fast and well-informed loans based on data it has about a store.
The downside is, it’s expensive. We currently pay back a % of our daily sales that equates to about a 20% interest rate.
We can manage this, but it adds strain.
Years ago a lender remarked: "You are the best brand at managing cash we've seen"
To which my CFO replied: "That's because we don't have any".
Our Comeback
We used the capital from Shopify to keep our lender at bay, patched things up with our supplier and even signed a contract with a new fulfillment center to lower our costs.
We now have Envoy Pants, Ascender chinos, Faroe rain jacket, Hopsack blazers all landing in June. And, Presidio suiting will be back in August.
But the fight is not over...
What We Stand For
If you go all the way back to the beginning, the whole reason I started Bluffworks was to create a single pair of pants that could keep up with my life. The last five years alone have seen me raise a son in NYC, spend a few years in West Africa, and eventually make our way to LA.
My original goal was to create a wardrobe that would function, plain and simple so I could do bigger things.
And, that's the whole point.
People doing big things need powerful tools.
And our customers do big things.
Next Steps
To pursue our potential, we still need to recover the brand.
I will need to raise capital to execute our plan, and that is not a foregone conclusion.
Coming soon is PART #2, where I’ll share the bigger vision for Bluffworks, and what it will take to build it.
If you have questions, I will respond to your comment below. Or email me at team@bluffworks.com.
