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Why This Small Business Owner Only Sells Clothes He Believes In (Video)

Meredith Wood

Meredith Wood

Vice President and Founding Editor at Fundera
Meredith Wood is the founding editor of the Fundera Ledger and a vice president at Fundera. She launched the Fundera Ledger in 2014 and has specialized in financial advice for small business owners for almost a decade. Meredith is frequently sought out for her expertise in small business lending. She is a monthly columnist for AllBusiness, and her advice has appeared in the SBA, SCORE, Yahoo, Amex OPEN Forum, Fox Business, American Banker, Small Business Trends, MyCorporation, Small Biz Daily, StartupNation, and more. Email: meredith@fundera.com.
Meredith Wood

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Editorial Note: Fundera exists to help you make better business decisions. That’s why we make sure our editorial integrity isn’t influenced by our own business. The opinions, analyses, reviews, or recommendations in this article are those of our editorial team alone.

American Made – Berkeley Supply Brand Piece from Adam Bove on Vimeo.

For Eli Cox, business is personal, from the clothes he sells to the shelves that display them. It’s what makes his menswear store such a one-of-a-kind small business.

Eli started Berkeley Supply in a shoebox-sized storefront in Denver, Colorado. He’s since grown out of those tiny beginnings—but not through rapid expansion or by capitalizing on the latest trends. Instead, Eli sells a carefully curated stock of hand-picked items from designers he knows and trusts—“all things that I believe in,” he explains. Even the store’s furniture carries a personal connection: Berkeley Supply’s cases and tables were all crafted by Eli’s father out of a red oak from his grandmother’s house.

Eli credits his taste to growing up in rural New Hampshire, where he was raised around clothes and objects built to last. “I thought to myself, ‘If you’re gonna open a menswear store, do it in a way that stands for something.’”

Watch the video for a look at Eli’s lovingly styled small business and the beautiful, American-made products it sells.

Meredith Wood

Meredith Wood

Vice President and Founding Editor at Fundera
Meredith Wood is the founding editor of the Fundera Ledger and a vice president at Fundera. She launched the Fundera Ledger in 2014 and has specialized in financial advice for small business owners for almost a decade. Meredith is frequently sought out for her expertise in small business lending. She is a monthly columnist for AllBusiness, and her advice has appeared in the SBA, SCORE, Yahoo, Amex OPEN Forum, Fox Business, American Banker, Small Business Trends, MyCorporation, Small Biz Daily, StartupNation, and more. Email: meredith@fundera.com.
Meredith Wood

Latest posts by Meredith Wood (see all)