Pikesville native Justin Baer just won big.
A recent appearance on the business reality TV series “Shark Tank” netted the entrepreneur $300,000 and a $700,000 line of credit. It also connected him with billionaire entrepreneurs Mark Cuban and Peter Jones.
The cost? Ten percent of the profits of Baer’s young apparel line, Collars & Co.
The “Shark Tank” appearance — recorded over the summer and airing prior to Thanksgiving – was intense, with other investors pulling out after Baer pleaded his case for a lesser profit share percentage.
Although the taping lasted more than an hour and included a friendly discussion of the company’s history and how much the investors (aka, “sharks”) “loved the product,” the snippets that aired were decidedly more provocative and combative, said Baer, 40, who lives in Bethesda.
“They came out swinging early on,” he said. “I got a little carried away. But at the end of the day, we got two amazing ‘sharks.’ I think for the first time ever, [it was] a company getting two billionaires to do a deal.”
Since the taping, Baer has been in regular communication with Cuban and Jones while growing his company team, inventory and branding efforts.
“It’s amazing how involved Mark is already,” Baer said. “We are communicating back and forth a bunch. We have email conversations until 1:30 in the morning talking about ideas.”
Baer — who attended Pikesville’s Beth Tfiloh Congregation and in 2000 graduated from Beth Tfiloh Dahan Community School — is not new to the world of entrepreneurship. He has served as founder and CEO of MemberText, a text marketing platform for golf and country clubs, which he currently operates; CharityHappenings.org, a nonprofit event master calendar; and Check In Easy, an event check-in and onsite registration mobile app.
Baer came up with the concept for Collars & Co. while working in New York and developing an intense dislike for what he calls the “midtown uniform,” a buttoned-dress shirt underneath a sweater. He found the “floppy collars” of many shirts irritating, particularly when worn with a blazer or sweater.
“I was always really uncomfortable,” he said. “It was hot, it didn’t feel good against my skin. I’d much rather wear a T-shirt but wanted that collared look.”
Baer created a polo with a firm dress collar that can be worn as an elevated polo under a sweater, with a tie or under a blazer. After about six months spent working with factories and several prototypes, he said he finally “nailed it.”
Baer’s 7-year-old daughter, Skylar, convinced him to make a TikTok video and served as the videographer. After the video’s debut, Baer’s phone started ringing off the hook and sales were flowing in.
That was 18 months ago. Today, Collars & Co. offers more than 90 different styles, including linen dress short and long sleeve T-shirts, sweaters, accessories and outerwear. A women’s collar polo was launched recently in three colors, and kids’ samples are next on the agenda.
Baer now splits his time between the Collars & Co. factory, located off Security Boulevard in Woodlawn, and his home, where he has a closet full of his shirts. Sales are entirely online, although Collars & Co. recently hosted a one-time pop-up store at Tysons Galleria in McLean, Virginia.
Baer – whose company has about 10 employees – said he is considering a brick-and-mortar store in the future.
In its first year of operation, Collars & Co. sold approximately 92,000 shirts for $5.4 million at a 20% profit margin. Besides seeking funding, Baer said he applied to “Shark Tank” for marketing assistance beyond the $300,000 per month national spend, and for growth of staff and product.
But he said he was also seeking mentorship. “I’m lucky to have Mark to bounce ideas off of,” Baer said. “It’s huge.”
The “sharks” are not the only celebrities in Baer’s corner. He has received endorsements from former NFL running back Tiki Barber, Heisman Trophy winner Matt Leinart, and retired golfer and TV commentator Nick Faldo.
“I discovered Collars & Co. a few months ago and became a genuine, repeat customer, so I’m delighted that I was asked to be the Global Brand Ambassador,” said Faldo. “My partnership with Collars & Co., once again is taking things to the next level. The Dress Collar Polo helps me look great without worrying about wrinkles or dry cleaning, so I’m my most confident, engaged and best self.”
Baer applied to be a “Shark Tank” contestant shortly after launching his company, and endured an extensive interview process before being selected. After the “Shark Tank” segment aired, Collars & Co. experienced a 400% increase in online traffic and a 200% increase in sales.
On the broadcast, Peter Jones said he was surprised by the rapid growth of Collars & Co. Fellow “shark” Kevin O’Leary offered Baer a deal at 10%, while Daymond John offered his services as a mentor.
Jones offered $300,000 with a 10% share and a share of his corporate infrastructure to handle global and domestic operations. Cuban joined forces with Jones to add a $700,000 line of credit.
After mulling over the offers, Baer accepted the deal from Cuban and Jones. “It’s going to be the best deal you ever did,” Cuban told him.
Baer said he hopes the involvement of the “sharks” will translate into even greater success for Collars & Co.
“It means a ton that Mark Cuban and Peter Jones are mentors,” he said. “Having them in my corner is going to free me up to think bigger than I ever thought before. Hopefully one day, I’ll be sitting next to them in one of the ‘shark’ chairs.”
Linda L. Esterson is a local freelance writer.
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