Dr. Mojoe’s Specialty
Columbus, Ohio-based denim retailer finds niche with great customer service.
Susan Fishman

Dr. Mojoe is a boutique concept that focuses on higher-end denim clothing. The company currently has three stores and is scouting additional locations.

The partners started the Columbus-based company in 2002 with its first store in the Short North, Columbus’ popular art district. The store is centrally located, halfway between downtown Columbus and Ohio State University, which is one of the largest universities in the country. In May of this year, the company opened its second store at Rookwood Commons in Cincinnati and in October, the company opened its third location — and flagship store — at Easton Town Center in Columbus.

“Obviously there are other people who sell the same product we do, so we want to choose locations where we think we can appeal to the masses even though we’re a niche tenant in the market,” Monus notes. “In Columbus, there was a need for what we sell, and in Cincinnati we discovered it is a little under-retailed even though it’s a fairly large city. We obviously want to position our stores with a favorable demographic location where our target customers frequently shop.”

Dr. Mojoe carries a diversified inventory of tops, dresses, skirts and accessories for men and women, with the main focus on higher-end denim. The average price point for denim sold at Dr. Mojoe is $180 with key brands such as 7 for all Mankind, Citizens of Humanity, Paige, Joe’s Jeans, Rock & Republic, Chip & Pepper and True Religion. Non-denim brands that are carried in the store include Juicy, Lacoste, Ella Moss, Splendid, James Perse and Ben Sherman.

“It’s unbelievable; it’s only been 4 years, but in that period of time, higher-end denim has grown tremendously,” Monus notes. “Diesel was probably the most popular jean 4 years ago, but over the last 4 years, there have been so many new jean lines popping up. Fashion denim has become so popular in today’s casual lifestyle that it is not unusual for someone to own many styles and types for different occasions.”

Monus says lifestyle centers are good locations for Dr. Mojoe because they draw the right demographics, but the company is not ruling out enclosed malls, either, although they presently have no mall locations planned.

The stores are roughly 2,000 to 2,500 square feet with a clean, “SoHo” look. The current store in Columbus has the original tin ceiling and the company put the same type of ceiling in the Cincinnati store. The stores also feature polished concrete floors and white walls, letting the clothing do most of the talking.

The Dr. Mojoe store targets sales of roughly $800 per square foot and is primarily reaching out to the 15- to 45-year-old shopper. Women provide approximately 70 percent of the store volume.

“Not everyone who buys the jeans are going to wear the other things we sell,” Monus notes. “Obviously, a middle to higher income shopper is better, but these days when it comes to higher-end jeans, people who only have $200 in their pocket will go out and spend it all on that favorite pair of jeans.”

Dr. Mojoe plans to open about 10 stores in the next few years, with three to four new stores per year. The company is represented by George Gustovich of Cleveland’s Creative Realty Group for securing new locations.

“He’s probably one of the best in the country,” says Monus. “We tell him where we want to be and he goes and gets it. Obviously we’re a young company right now, but we’re looking at a lot of new things for the near future.”

With so many apparel retailers offering a similar product, Dr. Mojoe will surely run into some competition. The company is tackling that challenge with fresh, up to date inventory and superior customer service, according to Monus.

“We make sure all of our employees know as much as they can about the product,” he says. “Based on what the customer is wearing, most of our employees can fit him or her into a pair of jeans within 15 to 20 minutes. We also offer free alterations.”

The Dr. Mojoe inventory carries a slightly higher price point than a lot of the other apparel retailers in its centers, but that’s a good thing for the shopping centers, Monus adds. “Most landlords would probably think it’s a good thing that we’re bringing that kind of customer into their shopping center or mall.”