👋Hello lovely people of the D2C Community! This is your host Berkay writing.
In the 11th episode of the D2CVille Podcast, we sat down with Isobel Ridley , founder of the luxury basics D2C brand Lavender Hill Clothing .
After spending many years in Burberry, Isobel finally saw a gap in the market for high quality basics for everyday wear. And she seized the opportunity!
Building with Shopify from the very beginning, her brand went through the COVID pandemic with the help of face masks they produced. It was the peak of Isobel’s career!
And hey, did you know that we share weekly insights from the D2C world? Subscribe to our newsletter to learn more about the stories of successful D2C entrepreneurs!
Without further ado, let me leave you with Isobel’s great entrepreneurial story. Sit back, relax, and enjoy!
Working at Burberry Isobel launched her brand about nine and a half years ago in 2013 after gaining valuable experience at Burberry. During her time there, she had the opportunity to work in various departments, which provided her with a deep understanding of the industry.
Most brands catered to the Californian climate, a world away from the UK. After Burberry, Isobel started her entrepreneurial journey by spotting a gap in the market for exceptional basics.
Her research showed that there was a demand for top-quality basic t-shirts and tops designed for women.
Plus, most brands catered to the Californian climate, a world away from the UK.
Starting with a modest range of seven t-shirt styles, Isobel's decisions were guided by conversations with potential customers who craved specific necklines, sleeve lengths, and an array of colors. These foundational black and white t-shirts included crew neck, scoop neck, short sleeve, half sleeve, three-quarter, and long sleeve options.
Lavender Hill Clothing has since diversified its product portfolio with many basic clothing items. Their website now showcases their offerings, ranging from loungewear and cashmere to accessories, underwear, socks, a well-being collection, and even jewelry.
How it all started: Consumer trade shows In the early days, Isobel struggled to make sales online and, undeterred, loaded her products into her old car, traveling across the UK to participate in consumer shows, pop-up shops, and stalls. This approach continued until the arrival of COVID-19, which disrupted in-person events.
Although online advertising platforms like Facebook and Google were available by this stage, they proved to be expensive.
With a modest organic growth budget, Isobel had always recognized the value of showcasing her products in person to convey their quality and justify their higher price.
It was a way to illustrate why someone should invest £55 in a top rather than spending less on a competitor's product.
Talking to your customers When she first started Lavender Hill, Isobel engaged in extensive market research and meaningful conversations with women. Her focus was to gain a deep understanding of their clothing preferences and the challenges they faced while shopping. Isobel asked vital questions like: What styles do you prefer? What difficulties do you encounter when looking for clothing?
Recognizing that a high-quality, dependable core t-shirt is a wardrobe essential for everyone, Isobel sought to address a common issue. Many t-shirts in the market tended to lose their shape after just a few washes. On the other hand, some premium t-shirts were so expensive that only a select few could afford them.
Isobel's solution came from engaging with like-minded women and delving into fabric research. In this quest, she uncovered the remarkable qualities of modal and lyocell. Since day one, she has collaborated with the team at Lenzing to ensure that the fabrics sourced for Lavender Hill Clothing are of the highest quality.
A boom in the market Isobel says when she initially started her company, there were not many businesses utilizing the fabric she chose.
However, there has been a remarkable surge in the use of similar fabrics, especially in the wake of the COVID-19 pandemic.
Many other businesses have hopped on the bandwagon, adopting fabrics with similar qualities.
But Lavender Hill Clothing is unique, as it is knitted to their exact specifications, setting it apart from others in the market.
COVID-19 and face mask production Isobel’s journey took an unexpected turn when the COVID-19 pandemic hit. Initially, it didn't directly impact her business, and they were fortunate because their focus on sustainability and quality attracted attention from the press, given the growing interest in supporting small sustainable businesses.
However, a pivotal moment came in April when they ventured into face mask production. This decision originated from her father's suggestion, inspired by the mask requirements everywhere.
Initially hesitant due to stay-at-home orders in the UK, Isobel decided to produce 100 face masks and sent out an email. Surprisingly, they sold out within minutes, and in just six weeks, they managed to produce around 200,000 face masks.
Handling the overwhelming demand was challenging, but their supply chain and production manager, Nuno, played a critical role in ensuring a steady supply.
The surge in orders prompted them to streamline their operations, temporarily shutting down most phone lines to focus on order processing and quick deliveries. They also initiated a "give a pack, buy a pack" campaign, initially donating over 20,000 face masks to a local charity. Eventually, tho, they transitioned to making monetary donations due to the surplus of face masks.
The overwhelming demand was evident in the surge of website traffic, with up to 3,000 people simultaneously browsing.
Isobel even said she needed to step away from her laptop at times because watching the live view on Shopify became too overwhelming.
Transparency in the supply chain Since day 1, transparency in the supply chain has been a foundational principle for Lavender Hill Clothing.
Isobel says it’s quite crucial to maintain close relationships with all suppliers, particularly highlighting their collaboration with Lenzing.
Besides, their commitment to sustainability is evident in the materials used, with the majority of products crafted from wood pulp, including modal sourced from beech trees and lyocell from eucalyptus trees. Lenzing oversees the entire process, from tree cultivation to yarn production.
Once the fiber is ready, it's sold to their yarn supplier, who custom knits the fabric to Lavender Hill's specifications. The fabric is then shipped to one of their manufacturers, located in either Portugal or the UK.
In fact, Isobel initially produced 90% of their products in the UK until the COVID hit. The pandemic forced many manufacturers to close due to lockdown restrictions, but one of their suppliers in Portugal stepped in to manage production and ensure continuity in their supply chain.
Building then vs. building now Looking back on those early days, Isobel acknowledges the challenges of starting a business in today's competitive market and uncertain economy.
However, she also notes the advantages of having a wealth of tools and integrations available for platforms like Shopify and Instagram, which make it much easier to bring products to the market.
The main challenge, she observes, is the saturation of the market with numerous brands. In the coming years, it's anticipated that there will be so many brands that it will become increasingly challenging to keep track of them all. Building a strong customer base and a loyal following will be crucial for brands like Lavender Hill Clothing to thrive.
A robust supply chain Isobel considers building an exceptional team and a robust supply chain as pivotal to her business's success. Achieving this required navigating numerous challenges along the way. She says it’s quite significant to collaborate with the right suppliers, maintain fiscal discipline to avoid overspending, and closely monitor cash flow, as the saying goes,
"cash is king."
Inventory management Isobel trusts Inventory Planner, an app she's used for years. It's essential for forecasting sales, especially because their core product enjoys year-round global demand.
While they rely on Inventory Planner's data, Isobel stresses the importance of mixing it with their insights and vigilant monitoring. Sales can be affected by unexpected factors, like a warm February boosting linen t-shirt sales. These surprises demand a blend of data and business know-how to make the right decisions.
Future for Lavender Hill is steady and sustainable growth
Isobel Ridley acknowledges the challenging nature of the current retail market and sets realistic expectations for the future. She doesn't anticipate rapid growth but rather aims for steady, sustainable expansion over the coming years. This strategic approach includes the introduction of new products, such as gifting items and a well-being collection. The overarching objective is to ensure that growth is not only consistent but also profitable.
Isobel extends an open invitation to anyone interested in discussing Lavender Hill, their own business endeavors, or seeking advice as aspiring entrepreneurs. She emphasizes her accessibility and willingness to engage in conversations through calls or email, making it clear that you can reach out to her via LinkedIn. This welcoming attitude reflects her commitment to fostering collaboration and sharing insights within the entrepreneurial community.
If you reached this point, well, thank you! Please consider following D2CVille on social media and contacting us if you’d like to be a guest in one of these podcast episodes!
And if you’re based in the UK and looking for sustainable basics, visit Lavender Hill Clothing ! They have pretty cool stuff...
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