About the brand
Courtesy, noun
Behavior marked by polished manners or respect for others : courteous behavior
Courtesy was a concept before it was a brand. Before racket sports like tennis were played in stadiums, filled with tens of thousands of onlookers, by tennis professionals competing for trophies and millions in prize money, racket sports were played for pleasure with etiquette. Tennis was a lady’s and gentlemen's game played between two or four people (or three for those of you who are Canadian).
We grew up playing tennis, padel, squash, badminton and many more racket sports for the love of the game, and we respected and loved all the others who formed the community we cherished most — the racket sports community.
Despite the global popularity of racket sports like tennis, racket sports apparel has never been prioritized in the activewear market. Actually, for any of the top sportswear brands, it’s more of an afterthought, despite the status of tennis as one of top five most loved sports in the world and despite the growing popularity of new arrivals like padel and pickleball.
Courtesy was created for the racket sports community. For those of you who love to compete with courtesy and who want to embody your passion for the game both on and off the court. Courtesy, the brand, embodies the core values of all racket sports: competition, passion and respect for your opponent.
Courtesy is a bespoke, premium racket sports brand with a proprietary approach to apparel design, created to honor and preserve the rich culture of racket sports and dedicated to athletes with a need for refined, elegant and timeless sporting attire.
For a slice of competition, passion and respect, join the revolution, l0ve racket sports, and compete with Courtesy.
Found here
Manufacturing
First shipment
Business Plan
Executive Summary:
Courtesy Attire is a luxury tennis apparel brand that is dedicated to providing high-quality, elegant, and minimalist clothing for tennis players and fans. Courtesy offers a narrow product line, comprised of a polo, shorts and a cap made in the USA from a quality blend of fabrics with a superior European stylish fit. The brand is committed to creating minimalist designs, primarily white colors, and simple yet striking patterns in order to distinguish Courtesy from competitors. The sales channels include boutique retail, pro shops, and the ecommerce website (courtesyattire.com). The marketing strategies include word-of-mouth, organic and paid social media, and influencer partnerships. The goal is to create a loyal customer base of upmarket individuals with an eye for style and a love of sport.
Company Description:
Courtesy is a Florida-based single member LLC founded in March, 2023. I, Shavasp Quillen, the Founder, am a marketing professional with a BA in Film and Literature and an MSc in Marketing. I have a passion for racket sports and fitness as well as an appreciation for, and a commitment to fashion innovation and quality. Courtesy has established partnerships with high-quality sports apparel manufacturers in the USA to ensure unique products of exceptional quality and fit. Courtesy aims to provide customers with an exceptional shopping experience through multiple sales channels, including boutique retail, pro shops, and the ecommerce website.
Products and Services:
The product line includes a polo, shorts and a cap made from high-quality fabrics and featuring minimalist designs with primarily white colors and simple yet striking patterns. All Courtesy products will be developed with an emphasis on superior fit, attention to detail, durability and quality to ensure both style and function on and off the court for tennis players and fashion connoisseurs alike.
Go-To-Market Plan:
Our strategy positions the brand for the "Style-Driven Athlete" by blending high fashion aesthetics with athletic functionality. We will capture the athleisure-luxe market through premium materials, sophisticated design, and a core message of "Crafted for Competitors"
The process begins with a prelaunch phase focused on generating hype. We will seed our collection with curated micro-influencers in fashion and fitness, using exclusive previews to build organic buzz.
At launch, we ignite multi-channel social campaigns. We will leverage our relationships with pro shops to drive awareness and traffic to product pages, converting the built up anticipation into immediate sales.
Post launch, our focus shifts to community building. We will nurture our first customers and encourage them to share the brand using tennis shock absorbers with QR codes. This provides powerful social proof, turning early adopters into brand advocates who fuel long term, organic growth.
Operational Plan:
Operations are based in the USA, alongside manufacturing, warehousing, and distribution to ensure timely delivery to a core domestic customer base. Partnerships have been established with boutique retail stores and pro shops to expand sales channels and reach a wider audience. All steps of the customer journey from consideration to receiving the order including website user experience, customer service, product packaging etc… are highly prioritized to ensure that customers are satisfied with their shopping experience and to encourage repeat purchases.
Management and Organization:
As the single member of the LLC, Shavasp is responsible for the management of the brand. There are no employees and any additional tasks which are outside the scope of expertise are outsourced. An advisory board will also be established to provide guidance and expertise as the business grows.
Startup Expenses and Capitalization:
The startup expenses include the costs of brand development, product development, manufacturing, website development, and marketing.
