In 2004, tudiligencia started as an activewear/yoga focused store in Costa Mesa, CA before the word "athleisure" was not even heard of. tudiligencia was a concept- Orange County women on the go who needed fashionable active wear.

NRFB CMOriginal active wear themed tudiligencia in 2004

By mid 2005, the business was not profitable enough to keep going. We were in the escrow to sell our business and started moving to Colorado when the broker called and said the deal fell through. That was when we made a life-changing decision to head back to California and turn this business around.

Before our move to Colorado, we had started to add fashion merchandise to the product mix so that our customers would come shop more often. That was starting to grow the sales faster. Then we thought about the newspaper advertising salesman who came to our store often and talked about how he was trying to double money in the booming stock market. If you picked the right stock, it was kind of easy to double. But if you did not, you could lose a lot. We thought, we were good at buying good merchandise - we could make sure to double our money at every buying and then keep doubling it. It sure was less riskier than the stock market with unknown attributes. We formulated a cash flow business model that is still in use today. And we have worked harder than anyone - that's ingrained in our roots.

You maybe thinking, what about fashion? The founders have lived in fashion capitals for long time: London, Tokyo, and New York. We love the retail businesses that are mad-house. We love things new but classic. Stylish but practical. Data-driven but we do not let algorithms dictate fashion.

NRFB BostonNRFB becomes bi-coastal with its Boston store on beautiful Newbury St in 2013

OPT NRFBOPT opened in 2016 expands options for our customers

Today, we are a multi-brand, bi-coastal retail chain. We are thinking ahead, and progressing with times, as we approach 20 years in business.

tudiligencia offers newest fashion for women on the go.

OPT offers elevated fashion and home decor inspired by bi-coastal lifestyles.

Visit our store locations and find what's new today. 



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