Since 2002, DiPaolo obtained equity financing from Boston-basedBain Capital and Walnut Group in New York and began rebuilding thecompany from the ground up: New management team, distributioncapabilities, marketing strategies, expanded merchandise andmerchandising techniques, logo, store format, and, most of all,"new attitude," he says.

Built on the Wearguard foundation, Work'N Gear begins as thelargest retail chain serving its niche. "But, October 11 (2004)marked the emergence of Work'N Gear as the destination for workwear apparel and footwear," Phyllis Wasserman, chief marketingofficer, tells GSR. DiPaolo, who is previously credited withelevating Herman Survivors, a boot company, into a national brand,hired Design Forum in Dayton, OH to develop a store format, whichwas unveiled at the company's flagship location in Dedham, MA. Itis the prototype for all 66 locations, now concentrated fromChicago to the east coast.

"Since its renovation, the Dedham location has exceeded ourexpectations," Wasserman says. A second renovation opened in theBoston market Christmas week. All 66 units and all subsequentstores will conform to the 6,500-sf format. "Renovations of all 66will not be completed in 2005," she says, "but will begin in theBoston, Philadelphia, and New York/Northern New Jerseymarkets."