Today we’d like to introduce you to Lawrence Woodson.
Hi Lawrence, please kick things off for us with an introduction to yourself and your story.
After graduation and prior to opening De Novo Active, I was a private chef and health insurance agent in Fort Worth, TX. After diving deeper into the health and wellness world, I started working on ZYN22’s corporate marketing team. Additionally, I was an activewear buyer for a Fort Worth company prior to covid. When covid hit, I lost my position as a buyer, and my business partner, Christy Bowie, and I decided to open De Novo Active. Our whole mission with opening De Novo Active was to make an inclusive and uplifting environment for women and men to shop upscale activewear and wellness products to help them feel more confident in their workouts as well as day-to-day life. Activewear is often intimidating for people to shop and we feel that upon creating a welcoming customer service-minded model will help people feel more confident to shop whether they’re strong in their fitness routine or starting new after a long break. “De Novo” means anew, starting fresh. We chose this name to solidify the idea that regards of your current fitness abilities, it’s never too late to start fresh!
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Absolutely not! Making the decision to open a business during a pandemic presented unique challenges (as if opening a business isn’t hard enough under normal circumstances). We started our business solely online in March of 2020, then transitioned into using a mobile boutique truck for 9 months. After 9 months of doing pop-ups in the truck we decided to open a 3-month pop-up location this summer in Bishop Arts. Thankfully the pop-up went amazing, which led us to opening our first permanent brick and mortar. Starting a business is a large undertaking always, but due to the pandemic we had to overcome major obstacles to open our store such as supply chain issues with inventory, delayed permitting with the city of Dallas and so much more. At the end of the day, I’m very happy with our decision to take this leap during such an unknown time however it has been anything but easy. Many of our customers have been with us since the very beginning and we’re so thankful for their unwavering support.
As you know, we’re big fans of De Novo Active. For our readers who might not be as familiar what can you tell them about the brand?
De Novo Active is an upscale Athleisure and active lifestyle boutique for women and men in Bishop Arts. Unlike other activewear retailers, we carry a wide range of brands and styles so that any customer can find something anything regardless of their budget. We carry lines such as Alo Yoga, Beach Riot, Free People Movement, Year of Ours, Mizzen + Main and so many more! Many of these brands are wildly popular on their direct sites however we felt like customers are missing out on unique styles as they’re unable to try on styles before purchasing online. What makes us stand out from other athletic retailers is our styling component – not only do we carry amazing matching sets but we style outerwear, accessories, and jewelry to complete the look whether you’re headed to the barre or the bar. We have everything you need to style up any look!
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
While the fashion industry as whole plummeted during the covid-19 pandemic, the Athleisure industry has exploded. According to Statista, the U.S. sports apparel market was valued at $105.1 billion in 2020 and is expected to reach $113.4 billion in 2021. With that being said, the shop small environment is incredibly important to us at De Novo Active and we aim to persevere that feel as we grow and expand.
In 5 – 10 years I would love to open more locations and potential launch our own line of activewear. The Athleisure industry shows no signs of slowing down so we are incredibly thankful to have opened our doors when we did!
Contact Info:
- Email: lawrence@denovoactive.com
- Website: denovoactive.com
- Instagram: @denovoactive
