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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Can Nanushka be more than just an influencer brand? Just three years ago, the Budapest-based brand s sales came mainly from boutiques in designer Sandra Sandor s native Hungary. Today, the label has racks at top-tier retailers in the US, Europe and Asia. Sandor started #Nanushka in 2006. But the version of the label favoured by jet-setting #influencers and magazine #editors was  born in the digital space  in more recent years, says Peter Baldaszti, Sandor s longtime life partner, who she brought on as an investor and to serve as chief executive in 2016.

Now, Nanushka is betting it s a big enough name to build out stores of its own in key markets around the world, starting with a location in #Manhattan that opens on Thursday. More outposts are planned for Los Angeles and London, with a goal of five locations by the end of 2020.  Most of our customers, especially the ones in New York, Los Angeles and London, they either know the brand from Instagram or they have crossed paths with us at major retailers,  says Baldaszti.  There s no real relationship between the brand and the customer other than the garment itself, so [opening stores] is really important for us to solidify our presence in their lives,  he explains.

Nanushka is one of a number of labels that are looking to parlay an immense following on social media into international #retail success. Can it work? Read the full story on businessoffashion.com [Link in bio]  : Jen Carey for @nanushka
Can Nanushka be more than just an influencer brand? Just three years ago, the Budapest-based brand s sales came mainly from boutiques in designer Sandra Sandor s native Hungary. Today, the label has racks at top-tier retailers in the US, Europe and Asia. Sandor started #Nanushka in 2006. But the version of the label favoured by jet-setting #influencers and magazine #editors was born in the digital space in more recent years, says Peter Baldaszti, Sandor s longtime life partner, who she brought on as an investor and to serve as chief executive in 2016. Now, Nanushka is betting it s a big enough name to build out stores of its own in key markets around the world, starting with a location in #Manhattan that opens on Thursday. More outposts are planned for Los Angeles and London, with a goal of five locations by the end of 2020. Most of our customers, especially the ones in New York, Los Angeles and London, they either know the brand from Instagram or they have crossed paths with us at major retailers, says Baldaszti. There s no real relationship between the brand and the customer other than the garment itself, so [opening stores] is really important for us to solidify our presence in their lives, he explains. Nanushka is one of a number of labels that are looking to parlay an immense following on social media into international #retail success. Can it work? Read the full story on businessoffashion.com [Link in bio] : Jen Carey for @nanushka

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