Everyone knew that one person in high school who was going to blow this town and get much deserved attention in the wider world. I went to school with more than one of those people, actually—my freshman year scene partner for a Forensics competition is now with Second City, and I was in a few plays with a girl who appears in Snoop Dogg’s latest video. But I’m not writing about either of those schoolmates, nor the many other amazing people (scientists! doctors! professional musicians!) with whom I survived being a teenager. I’m writing about one former peer in particular: Kristen Wentrcek, Coronado High School class of 2006: cheerleader, fencer, duct tape prom dress-wearer, NYU alum, and now, designer. Kristen’s phonetically eponymous design outfit, Wintercheck Factory, is up for the Dell America’s Favorite Small Business competition (in partnership with MasterCard and Microsoft), and I thought it was a good time to catch up with an old friend.
Your last name is spelled Wentrcek. Your company’s name begins with the spelling “Wintercheck.” They’re pronounced the same way. Why did you go for the phonetic spelling when you were getting started?
This was one of the easiest decisions. I knew I was going to be manufacturing products so “Factory” seemed descriptive, but not enough to pigeonhole me to any certain type of production. And, well, with four consonants in a row, my last name is difficult to spell. I knew I’d have to be correcting people for the rest of my life so I simplified it by registering the phonetic spelling. It actually turned out to be a great choice for trademarking purposes!
I very distinctly remember you going to senior prom in a dress made of duct tape (and your date wore a duct tape tuxedo). Is it safe to say that even then, you were bound for the design world?
I guess it could have been a good indication! I entered that contest because I was trying to get as much scholarship money as possible for college. At the end of the day though, it’s a similar concept and business model: design something with the intent to get paid.
Wintercheck Factory is just over two years old, but in that time you’ve moved from furniture into wearable goods and housewares. Was it always your plan to expand beyond your original offerings?
No, I am very interested in designing furniture and am now just returning to that with more experience and different materials in mind. After producing the furniture line and selling some pieces, it became apparent to me that I was going to need some smaller goods to facilitate cash flow. People purchase furniture so sparingly and, to keep my prices affordable while using American manufacturing, I’ve avoided entering the retail market with the current designs. I’m exploring materials that will enable me to get these designs into retail stores now though. In the meantime, smaller design products sell quickly, cost less to prototype, and are fun/educational to produce.
In 2009, Thrillist mentioned that you sold Wintercheck furniture online, but also out of a U-Haul, sort of the way a food truck would operate. Where did you get that idea, and now that you’ve added inventory, do you still do it?
That is true. I had read about a stunt that Kenneth Cole pulled during Market Week in 1982 and adapted it to furniture for the ICFF (largest market for furniture). Basically, we used the truck as a roving showroom rather than [opening] a store. It was brief, but a great way to introduce my company to the “design world” because it was bold and different. Wintercheck Factory is a unique company and I think the truck helped us show that as a marketing tool.
Seventeen of the twenty-four products listed on your website are named for people. How do you decide to honor someone in your life with a garment or piece of furniture.
Being that so much of our press comes from online articles, I only recently started using descriptive names. I think it is more effective to explain the product in two or three words as fast as possible for readers. However, I still am partial to names. When you’re a startup, any form of positive reinforcement, encouragement or help is so vital to success. It’s hard! That [naming process] was my way of saying an extra “Thank you!” to the people who were helpful during that time.
Wintercheck products are pretty to look at (we have a few of them included below), but they’re also generally pretty practical. When you’re working on developing new products, do you first consider form or function?
I start with function, explore budget and then consider form. Obviously they’re all important but the first two are so much more concrete. If I didn’t have to sell the product, then I’d say it’s a toss-up!
You call your manufacturers partners, and have always stressed the importance of relationships with your vendors. Could you talk a little about why you approach the manufacturing process this way, and why ultimately it’s worth the little bit of added cost to your consumers?
I choose to articulate the development of a design because I think it adds value to the product. The manufacturing element is also the part I enjoy most, so the decision to start collecting videos and photos came naturally. Since we’re not releasing 100 products every season, we have the time to really examine each design, choose the correct materials and find the right manufacturers. It typically takes a long time and requires many samples. However, if we’re working with manufacturer who understands our company and our goals, then we always land on (what I believe to be) the most effective design, for the most people, at the best price possible. The best way for me to do this is with American company so that there is no middleman throughout this process.
You’ve been nominated in the America’s Favorite Small Business contest against some pretty serious competition. What do you think sets you apart from the pack?
I think the most interesting difference between my company and the others is that, if Wintercheck Factory were to win, there would be an instant trickle down effect for other small businesses in America. A Mastercard/Dell prize for my company just means increased budgets for new products, more business and larger runs for my manufacturers, which leads to lower prices for my customers. It would be beneficial to everyone involved, from the designer to the end consumer.
In the nearly fifteen years that I’ve known you, you’ve been a cheerleader, a fencer, an intern at Bravo, and an assistant to a real estate developer. So I’ve gotta ask: what’s a cheerleader from El Paso, Texas doing running a design outfit out of Brooklyn, anyway?
American Dream, y’all! Waking up early, working hard on developing my small business, going home late and enjoying every minute of it.
