<\/p>\n
\n\tMinnow, the Charleston, S.C.-based family lifestyle and swimwear brand, is getting into the cashmere category.<\/p>\n
\n\tThe brand will launch a cashmere collection on Tuesday, retailing from $148 to $372.<\/p>\n
\n\t\u201cWe are celebrating our 10th anniversary this year, which is really exciting, and our knits are a category, especially for women, that have done extremely well,\u201d said Morgan Smith, founder and chief executive officer. \u201cWe\u2019ve seen incredible growth with our women\u2019s business, and it just felt like a natural extension to do an elevated fabric \u2014 cashmere. Our customer has been asking us for more with women\u2019s.\u201d<\/p>\n
\n\tMinnow, which is close to 90 percent direct-to-consumer, does about 45 percent of its business with women\u2019s. Morgan said its women\u2019s program is up 114 percent year-over-year, and women\u2019s apparel specifically this year is five times last year online. The brand has one freestanding store on King Street in Charleston.<\/p>\n
\t\t\t\t\tThe pink cardigan from Minnow.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Minnow<\/p>\n
\n\t\u201cIt\u2019s been really intentional. I actually feel there\u2019s been a lot of pent-up demand. I have intentionally not grown women\u2019s and really make sure we know who our customer is,\u201d she said. \u201cIt\u2019s been children first, and building out the family, and then listening,\u201d said Smith. \u201cAnd our women have been asking for more and more from us for a really long time. And this year we decided to double the count, and then we started chasing orders as we needed repeat business from spring, like not keeping up with it. So it\u2019s been really exciting.\u201d<\/p>\n
\n\tThis month, they will be offering three knit sweaters, including their Breton striped sweater that has become a signature. There is one cardigan and two crewnecks in cashmere. There\u2019s a blue with a contrast green tipping and a Breton stripe, along with a gray cardigan with navy tipping. They also have a matching Breton striped cashmere cardigan for children, and a pink cashmere cardigan for girls.<\/p>\n
\n\tThey plan a follow-up apr\u00e8s-ski collection. \u201cThis is our entr\u00e9e into the fall,\u201d said Smith.<\/p>\n
\n\t\u201cWe really see ourselves as a resort travel brand, and so where our families show up is ski and swim, and so in the winter, we really want to be in those destinations with them,\u201d said Smith.<\/p>\n
\n\tOn their website, they have a full-price customer, and eight out of 10 orders are sold at 100 percent full price. They have sales three times a year, but then it goes back to full-price selling after the weekend.<\/p>\n
\n\tShe said they maintain a very low inventory. \u201cThat is part of why the women\u2019s business was slower and thoughtful in terms of releasing more skus because we just really wanted to have a handle on our customer and the business,\u201d she explained.<\/p>\n
\n\tWhile Smith declined to reveal the volume of the business, she said the company is self-funded and they own 100 percent of it. She said she has three big seasons \u2014 spring, summer and resort. And they do a monthly drop in some capacity, whether it\u2019s a capsule or a collaboration.<\/p>\n
\t\t\t\t\tA look from Minnow.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Minnow<\/p>\n
\n\tOverall, swimwear is their biggest category, and they\u2019ve expanded into apparel, cover-ups and more resort. \u201cAnd of course, our knits. People are wearing our knits traveling and over their swimsuits. It\u2019s really part of the whole resort lifestyle,\u201d she said.<\/p>\n
\n\tShe said that children\u2019s is their biggest category, and specifically swim. The brand starts at 0 to 6 months and goes up to 13\/14. Swimwear is made in India and Vietnam, and pajamas are manufactured in Peru.<\/p>\n
\n\tShe said the women\u2019s looks coordinate with the children\u2019s looks. \u201cIt doesn\u2019t need to be an identical look, it can really just flow together. It\u2019s not a mommy and me matching moment,\u201d she said.<\/p>\n
\n\tAsked about the challenges of being an independent brand, she said some companies struggle and feel the need to expand into wholesale and retail. She said the fact that she\u2019s been able to own her own brand means she doesn\u2019t have pressures from outside lenders and can make thoughtful strategic decisions. \u201cOur repeat customers make up 70 percent of our overall revenue, which tells us customers are coming back again and again,\u201d said Smith.<\/p>\n
#Minnow #Family #Lifestyle #Swimwear #Brand #Broadens #Offering #Cashmere #Sweaters<\/p>\n","protected":false},"excerpt":{"rendered":"
Minnow, the Charleston, S.C.-based family lifestyle and swimwear brand, is getting into the cashmere category. The brand will launch a cashmere collection on Tuesday, retailing from $148 to $372. \u201cWe… <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[242],"tags":[],"class_list":["post-1001","post","type-post","status-publish","format-standard","hentry","category-editors-pick"],"_links":{"self":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1001","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1001"}],"version-history":[{"count":0,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1001\/revisions"}],"wp:attachment":[{"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1001"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1001"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1001"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}