Shinola's website currently features:
- Pocket knives
- Turntables (for vinyl fans)
- Leather goods (for men and women)
- Journals (for writing)
- Bicycles (of course)
- Ping-pong paddles and other assorted "supply" items
- Coming soon: A Shinola-branded hotel in Detroit (2018)
Shinola has a lot of brand fans and is all over social media. Its Facebook page has nearly 100k likes, and it has a very active Pinterest account, plus nearly 140k Instagram followers and nearly 41k Twitter followers.
The brand is well known and has a positive image. But how many different categories can fit under its brand umbrella? Is a hotel, for example, a category too far?
*FTC concern about the requirements for a "made in America" designation has caused Shinola to change its marketing and clarify more explicitly that products like its watches are "built in Detroit" from "Swiss and imported parts."