Editor's note: This corrects the first sentence.
COSTA MESA — Choosing a simple but memorable name is everything in the retail industry.
Unless, you're Dan Goodman and opt instead for a made-up word, "Eilatan," to represent the venture into the shoe business.
"It's a terrible retail name, but it's personal," Goodman said of the named derived from the backward spelling of his youngest daughter's name, Natalie. "We knew we wanted something close to us, something special. In terms of commercial success, I was always confident that I could figure that out later."
Goodman and his wife, Sally, opened the business together about eight years ago. The two combined their past business experience — hers as a top buyer for Nordstrom and his from varying prominent roles with big-name companies such as Target, Gap and Sears — to mold their ideal business.
The duo focused on limited distribution men's and women's shoes.