For the second time in his career, major league baseball’s spring training has heightened meaning for Tim Hanser.
After his dad was part of a group that bought the St. Louis Cardinals in 1996, Hanser spent 12 years working for the Redbirds, including overseeing international scouting and heading the team’s community foundation.
As vice president of community outreach for the Cardinals, Hanser helped oversee the funding of new youth baseball fields, including Stan Musial Field in Jennings and the Lou Brock Field in the Murphy Park neighborhood of St. Louis.
Hanser, who owns a World Series ring from the 2006 winning season, left the high profile world of professional sports in May 2008 when he and a group of investors acquired apparel company A & E Group.
A & E Group’s cause-related merchandise division designs jackets, shirts and accessories and donates a portion of the proceeds to breast cancer organizations. The company’s other divisions include outdoor jackets and shirts and medical scrubs and accessories.
The 15-year-old privately held company has 25 full-time employees. Its products are made overseas and distributed from the company’s St. Charles headquarters and warehouse complex. (A & E will move to a new headquarters and distribution complex in Maryland Heights next month.)
Last summer, Hanser returned to his baseball roots by launching a new division, Three60 Gear, which features shirts with high-resolution images of sports figures on the front and back. Hanser has signed a licensing agreement with Major League Baseball and the National Basketball Association for the shirts and is in talks with other professional sports leagues.
As baseball spring training heats up, Hanser said he’s gearing up to expand the Three60 brand into more stadiums and is negotiating with retail customers that are putting together their baseball merchandise lineups.
How did your career path go from the Cardinals to owning a clothing company?
My first job, I was a researcher in Washington D.C. for the U.S. Senate, researching bills and legislation in Jack Danforth’s office. Then I taught for a couple years after that, at a high school in downtown D.C.
In 1996, I came back to St. Louis to join the St. Louis Cardinals.
And three years ago, I bought A & E.
Other than Cardinals merchandising and the Cardinals retail side, I didn’t have experience in apparel.
I really value the charitable, cause-related part of the business. Also, I love the outdoors: hunting and fishing and hiking. I thought it was an exciting company that had potential to grow.
Your acquisition of A & E coincided with the start of the recession. How did that effect you?
Yeah, great timing, huh? We were in process with the purchase just as things were starting to feel a little uncertain. But believe it or not, we’ve kind of powered through the recession, and Three60 is part of our surging forward short term personal loans. We’ve been very fortunate. We’ve got a great strong banking relationship with M&I Bank, and we’ve been able to keep growing.
Where did the idea for the sports-related Three60 Gear brand come from?
We wanted to do something for fans that was completely unique and totally different. We came up with Three60 Gear as a way to put high-def full action sports images on shirts. Through a process called dye sublimation, the image is first printed on a sheet of paper, and then it’s heat pressed, or sublimated, onto the blank white shirt.
The shirt is key. It’s a shirt that fans love because it has all the wicking features, and it’s antimicrobial. It’s not your uncle’s cotton T-shirt.
Each shirt has a patch with a serial number. Fans can go to the website, type in the serial number, and find out all the details about the image: it was on this date, this opponent, he was pitching against this player, etc. It’s a real interactive way that fans can find out more about the shirt. We’ve never seen anything like it.
How have sales been so far?
Last year, we tested with the Cardinals, Yankees, Phillies, Giants and a few other teams. Fans last fall were gobbling them up. Now we can do shirts for many additional teams. We sell at stadiums, sporting good stores and department stores. This year, we’re in about 20 of the 30 Major League Baseball markets.
We also have a brand new e-commerce site we’re relaunching later in March. If you happen to love the Giants and you live in St. Louis, you’ll be able to go to our website and they’ll all be there. At most retailers, they’re around $40, and at stadium shops and our website, they’re a little higher. It’s an exciting way for fans to show their pride, to show their true colors.
Your company is moving from St. Charles to leased space in the Westport area of Maryland Heights next month. What’s prompting the move?
It’ll give us more space in the office and give us more efficiency in the warehouse. It’s about the same square feet as we have now, but it’s configured much better. Most of our warehouse now is all one level, so we can’t stack things up. This is going to be a step up for us.
Our customers are nationwide. Shipping-wise, it’s nice to be in the center of the country. We can ship to each coast very quickly.
We’re constantly evolving because we know that consumers want apparel that’s cutting edge design, and the newest fabrics and technologies. So we incorporate that in all of our divisions where we can. If there’s an antimicrobial technique for our medical line, we’ll add it there, or a wicking material, for the hikers or hunters, we’ll put that in our product assortment. It’s a competitive field and we know each day we have to earn our customer’s business with great designs, great delivery and competitive pricing.
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