Sources: On The Fly

Part of the process of building customer loyalty is the creation of a unique experience that brings people back again and again. On The Fly founder Ami Arad set out to create that unique customer experience on the World Wide Web, a stylish online men's store where the modern gentleman can browse for a carefully edited selection of merchandise that complements his lifestyle.

That stylishness starts with the company's warehouse. Behind a steel door on an alley in a nondescript neighborhood is a space that would be laid out like a retail store if other retail stores had comfortable chairs and large flat panel video displays. The stuffed grizzly bear, walrus head and array of exotic autos (On The Fly shares space with a sports car timesharing firm) add to the atmosphere. On The Fly uses it for promotional events that, not coincidentally, sell merchandise.


Like the modern gentleman he is, Ami hosted me over whisky and a cigar. He explained the On The Fly is three years old and doing well with its mix of brand name clothing and stylish accessories that may or may not be brand names. The brands, like the complete line of Bill's Khakis limited editions, bring in people from Google searches and represent the largest part of On The Fly's sales. The lifestyle items, ranging from Mulholland leather furniture and accessories and Truefitt & Hill shaving supplies to caviars and rare cigars, keep customers coming back to browse.

The newest edition to the On The Fly site are blog posts written by author and fashion journalist Richard Torregrossa. Pay the place a visit. There's a lot there to like.