Tales of retail: 50 shades of Uri Reiss
Fashion 911 feature high fashion and unique brands from all over the world. The physical stores, based in Israel have become a fashion forward destination inspired by realistic style with an edge. We were lucky enough to sit down with Uri Reiss- the brains behind the operation - to chat product, Miista, and David Bowie.
Job title: CEO of 911 Fashion.
Uri, you have been in business since 2001. What was it like before all of this?
Before, we were team of 3-4 people. But even back then, it was an excellent team. Today, the company consists of 120 employees with 50 of them being located in HQ, I happen to know all of them.
At Miista we have quite small (but vibrant!!) team, feels a bit like we’re this quirky Family..
For me family is profound, the most important thing. I would not put the equation there. Also, I believe in a healthy work-family balance. But 911 had some amazing people on board from the very start. It determined the DNA of this company.
In terms of 911’s thinking style, how would you describe your target audience. Who is the 911 woman?
To be perfectly honest our audience is an edgy and eclectic crowd but also very wide. After all, there are many kinds of women, isn’t it? For sure it’s a person with a good taste, looking for a beauty and quality in a product. Man and woman. Variety is central.
How do you find new brands that fit these ideals. What’s your buying process like?
At the beginning it was just me walking into a showroom and making that decision based on ‘the good eye’. And it sort of stayed that way. It’s all about a balance, but it starts with a feeling, an intuition. After that you can analyse it and look at the numbers. But the good buyer start with emotions, is modest and ‘clean’. We care if behind the brand, there are good people. In most cases it means a good product.
So how did you discover Miista!
It was one of our employees, that introduced me to the brand. And I thought right away it’s an extremely unique product.
What’s new on the horizon for 911 Fashion? What’s your biggest goal/dream right now?
I have these everyday goals. Lot’s of them. But my dream is to preserve what I already have. And I’m not even thinking specifically about the company. More about Family, my kids. I want to keep that balance between. And that’s my main focus right now, I think.
Ok. Now to the serious stuff. Describe your personal style in 3 words.
(long pause) That’s a really hard question. (Another minute of intense silence)
In one word?
(laughs) I like it very simple.
Comfy? Or more intentional.
Oh definitely simple but very precise, I really like good quality. And the vintage leather!
Ok, your Morning coffee:
Oh, that’s easy: Very black. No sugar. Strong!
Alright, enough with the nitty gritty, any fun facts about you, something you would like to share with the miistas?
I love making music! Music is definitely something that inspires me daily. All I’m listening now is David Bowie. I completely understand everyone around being distressed by his death. David Bowie has definitely been on my mind as of late.