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The lingerie and sleepwear brand is also set to expand its wholesale offering. After flourishing on social media, with influencers sharing the product, the brand focused on developing its online and wholesale channels. The brand endeavours to buy dead-stock from larger brands, which it redesigns into its own pieces.
We really want to extend our size range, but it’s such an undertaking, and you’re left with so much deadstock because it’s really hard to forecast. IR : In addition to selling online, you’re also stocked by Net-A-Porter, Matches Fashion, Brown and Harrods. Another thing is SKUs. That’s a big one.
At the time, our business model was wholesale and our business relied on our 48 global stockists. We create for the customer and do not create large runs, which ensures there is no deadstock. Being a bridal fashion house during the global pandemic when all weddings had come to a complete standstill was a tough one to navigate.
We don’t, we don’t stock things there. And yeah, it is, I was like, I’m not going to look at the stock, it’s not going to influence me. We don’t have any wholesale. And it’s like, okay.
Mark is an experienced Marketplace seller, and his current business Guardian Baseball is a hybrid seller selling both wholesale and owned brands direct to consumer from a Shopify site, and via multiple marketplaces including Amazon. Matt: [11:33] Applesauce back and everything yeah I’m the Costco dead.
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