![]() ![]() “We share both the risks and the upsides of retailing with our partner brands,” Graham said. They were chosen from over 200 monthly applicants for their high quality, editorial appeal and, more importantly, for their capability to become the next generation of fashion stars. “At the same time, we felt that it was becoming increasingly difficult for luxury and high-end independent brands to reach consumers via department stores or multi-brand retailers, as they were more focused on the big labels.”įor its SoHo location, Wolf & Badger launched with Tonn Surf, Bassigue, Wires Glasses, Caydence Arellano, Kosminka, Origami, Parlor, Hebe Studio, Florence Bridge, My Pair Of Jeans and a number of other fledgling names. “We were bored with the homogenization of retail and seeing the same stores all around the world the element of discovery had been lost,” Graham explained. Not only has its online platform always been front and center (which is perhaps why it is “growing 100% year-on-year,” according to Graham), it also doesn’t offer the same flashy merchandise, concentrating on burgeoning brands instead. But for Wolf & Badger, following traditions has never been part of its business model. This seismic shift in shopping habits has prompted many to restructure and invest in e-commerce, abjuring the standard that heavily relied on foot-traffic to turn a profit. Indeed, more and more big-chain department stores and established brands have been closing locations, as consumers are going online to get their fill of fashion. That said, having the right neighbors could also bring about stiff competition in an already struggling retail environment. “It is one of the few neighborhoods that still has great independent galleries we wanted to have the right adjacencies,” he explained. ![]() Alongside Van’s and a stone’s throw away from Alexander Wang, Acne and Christian Dior, Wolf & Badger’s New York post is situated in an area that attracts a stylish, high-spending crowd. With this data at hand, Graham sought to gain more traction in the States, and set up a brick-and-mortar on Grand Street. “It is a huge, English-speaking market that already represents around 25% of our online sales, without any paid marketing,” said Henry Graham of the U.S. The company also has an online platform that boasts a great deal of its profits (85% to be exact), which showed how it was ready to expand into the global arena. Success came relatively quickly, and it opened a second shop in the equally posh Dover Street. Founded by brothers Henry and George Graham in 2010, Wolf & Badger launched with its first store in Notting Hill, carrying a wide range of emerging designer labels for men and women, along with accessories and fine jewelry. ![]()
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