Growing Fashion Products Firm Relocates To North Loop

Growing Fashion Products Firm Relocates To North Loop

Hollywood Fashion Secrets moved from its former 4,500-square-foot offices to a 6,159-square-foot space at 219 Second Street North in Minneapolis.

Hollywood Fashion Secrets, which develops a line of fashion accessories, including many designed to prevent wardrobe malfunctions, has relocated to Minneapolis’ North Loop neighborhood to accommodate recent growth.

Hollywood Fashion Secrets is best-known for its double-sided fashion tape that holds garments in place. The company has more than 30 styling products in its collection and has marketed its offerings to women since its 2001 inception. (The company temporarily promoted products for men, although it now focuses exclusively on women.)

The company moved from its former 4,500-square-foot offices near Broadway Street and Stinson Boulevard to a 6,159-square-foot space at 219 Second Street North on February 1, CEO Matt Goldberg told Twin Cities Business.

Hollywood Fashion Secrets' revenue is up 250 percent over the past three years and the company expects sales to triple in the next three years, although Goldberg declined to specify how much revenue it generates.

The company’s work force has also been growing. Hollywood Fashion Secrets added five employees during the past year, bringing its total headcount to 23. All employees now work at the new North Loop office.

Goldberg said the company currently has “the right capacity with our current employees” and does not have immediate plans for additional hiring. “We are moving to staffing model in which we have internal ‘functional leads’ and use close, external partners to provide expertise as we grow rather than growing our staff significantly,” he said.

Victory Tenant Partners, a commercial real estate brokerage firm, assisted Hollywood Fashion Secrets in securing its new office space in the increasingly vibrant North Loop neighborhood.

A Dunn Bros. Coffee shop in the neighborhood recently relocated to 337 Washington Avenue, in the Dock Street Flats residential building. (And a developer has floated plans for a second phase of the Dock Street Flats project, which would double the development's size.) The new coffee shop will sell beer and wine and feature Dunn Bros.' signature Provisions Bakery Café concept.

Two retailers, Shinola and Filson, are moving in to Dunn Bros.' former location in the North Loop—marking the first national brands to open up shops in the neighborhood.

Victory Tenant Partners said that the proximity of restaurants and shops made the North Loop an attractive area for Hollywood Fashion Secrets to relocate.