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Luggage and bag retailer Strand on how Afterpay helps grow business.

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After nearly a century in business, <a href="https://www.strandbags.com.au/" rel="noopener noreferrer" target="_blank">Strand</a> is one of Australia’s best-known and most trusted luggage and bag retailers.So, when it came time to offering Buy Now Pay Later (BNPL) services to customers, the fashion-travel retailer was determined to work with an equally trusted partner. Strand found this – and more – in Australia’s number one BNPL platform, Afterpay.“Trust was really important to us and we feel that Afterpay came to the table with that,” says Strand marketing director Prue Thomas. “It was also the first Buy Now Pay Later platform that really coupled an incredible product and service with marketing advantages and opportunities.”

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"Afterpay couples an incredible product and service with marketing advantages and opportunities.”

Today, not only do one in five Strand customers pay using Afterpay, but Afterpay Day has become an important date on the brand’s marketing calendar, consistently driving an 18%+ uplift in sales.Meanwhile, the opportunity to draw upon Afterpay’s industry-wide insights has also helped Strand reach new customers. “Being able to leverage audience insights has really improved our ability to market effectively.”<h2>About Strand.</h2>Strand was founded in 1927 and today has 270 stores around Australia and New Zealand as well as a thriving online e-commerce site.&nbsp;With an extensive range of designer and own-brand handbags, as well as business bags, backpacks and luggage, Strand has the largest market share in travel in Australia.&nbsp;

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<h2>Afterpay offers customers flexibility.</h2>Afterpay enables Strand customers to spread their payments for luggage or bags in instalments. “Our customers tend to use Afterpay for larger luggage purchases,” says Thomas, adding, “if you’re buying suitcases for your whole family, for example, that’s a big outlay.”“We partnered with Afterpay to empower the customer with options,” says Thomas. “We could see the rise of Buy Now Pay Later options, so it was a case of listening to our customers. Afterpay offers customers flexibility.”Today, she says, “there’s an expectation that Afterpay is available to our customers, either in-store or online”. And, she adds, Afterpay customers are valuable.“We see a stronger average order value among Afterpay customers than any other payment gateway.”

“We see a stronger average order value among Afterpay customers than any other payment gateway.”

<h2>Afterpay campaigns drive sales and customer acquisition.</h2>For Strand, Afterpay Day has become a crucial date on the marketing calendar, and drives an 18-21% uplift in sales.“For us, Afterpay Day sits very comfortably with the Black Friday, Prime Day type moments. Afterpay Day is as important as a Mother’s Day or a Father’s Day,” says Thomas.&nbsp;“Afterpay Day brings in a new customer to the business who might not have considered us before. It also brings in customers who may have bought from us three years ago and realise they need a new handbag. It’s a sales trigger.”She adds, “Afterpay is legitimately another channel for us to market with.”<h2>Afterpay offers exclusive market insights.</h2>Thomas says that, for Strand, Afterpay is more than a payments solution; it is a data platform, too. The retailer often turns to Afterpay for industry-wide insights to help them access new audiences.Recently, when Strand launched a new youth-oriented handbag range, the retailer leveraged Afterpay’s industry-wide data to cross-check and validate its own insights.&nbsp;“For a business like Afterpay to build up a data platform that’s really easy and self-serve for any business they partner with is incredibly valuable.”<h2>Afterpay’s team goes the extra mile.</h2>“Afterpay is almost like an extension of our team,” says Thomas. “They are incredibly collaborative. Both Strand and Afterpay come to any project with a shared objective and that naturally makes the results better.”Afterpay can always be relied upon to provide training, she adds. “Our frontline teams are the backbone of the business, so it’s fantastic for the Afterpay team to go in and talk to them and educate them.”<h2>Afterpay is a trusted payments platform.</h2>As one of Australia’s most established retailers, Strand has built a trusted reputation, so when it came to offering BNPL, the retailer was determined to work with an equally trusted partner.“We’ve been in the fashion travel space for nearly 100 years, and people come back to us again and again. Dependability and trust were really important to us and we feel that Afterpay came to the table with that. It was the first BNPL platform that really coupled the marketing advantages and opportunities with an incredible product and service."

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Luggage and bag retailer Strand on how Afterpay helps  grow business.

Discover how Afterpay helps luggage and bag retailer grow by driving sales and customer acquisition.

How Afterpay helps this fashion retailer grow by offering a new marketing platform

"One in five customers pays with Afterpay. It’s a new marketing channel."

strand bags

Every Human founder Matthew Skerritt on how Afterpay has helped his business make adaptive fashion more accessible.

Matthew Skerritt partnered with Afterpay as soon as he launched <a href="https://everyhuman.com.au/" rel="noopener noreferrer" target="_blank">Every Human</a>, a fashion business that sells stylish clothing to people with disabilities.&nbsp;After all, his business was founded to provide people with disabilities access to inclusive, adaptive fashion, and buy-now-pay-later platforms like Afterpay only make this easier.“Afterpay provides choice and we provide choice. We allow people to express themselves through choice… and be independent as well.“I would definitely recommend Afterpay – without a doubt – it would be one of the first things I’d do as an e-commerce owner.”<h1>About Every Human.</h1><a href="https://everyhuman.com.au/" rel="noopener noreferrer" target="_blank">Every Human</a> curates fashion with a difference: from shoes with zippers for those with mobility restrictions to seamless jeans for people in wheelchairs.The business was launched in December 2019 and has since become a leading adaptive fashion platform, offering a range of stylish products and designer brands such as Tommy Hilfiger.

<h1>Afterpay gives niche products an accessible edge.</h1>Life-affirming fashion can have a huge impact – as long as it’s financially accessible. By offering Afterpay’s buy-now-pay-later service, Every Human is able to offer what customers want, when they want it, and provide the flexibility to pay it off over time, in four interest-free instalments.&nbsp;“Our slogan is about life-changing fashion. And I’m truly grateful that Afterpay makes these products more accessible.”<h1>Afterpay has driven new business.</h1>Brands who partner with Afterpay are able to submit their business to Afterpay’s Store Directory, available to Afterpay customers through the website and app. It’s a valuable offering that helps attract new customers – as Skerrick discovered. “Afterpay brought awareness to our brand, and drove hundreds of referrals to the site,” he says.

How Afterpay helps make Every Human more accessible

“I’d recommend Afterpay, without a doubt.”

Every Human

Charlotte Brodie shares how Afterpay helps her popular clothing brand thrive.

Long before fashion designer Charlotte Brodie sold her first piece of children’s clothing – before she’d even built the website for her brand By Billie – she knew her business would offer Afterpay.&nbsp;After all, she was a devoted Afterpay customer – and she knew her customers would be too.“There was no way that I would buy higher priced items without Afterpay, so why would I expect my customer to?”It was the right decision; today, 21% of all sales at By Billie are generated by Afterpay customers. “Having Afterpay as an option for customers is huge. I don’t think any business could do without it.”&nbsp;

<h1>About By Billie.</h1>Brodie launched By Billie in 2018, soon after she became a mother and noticed a gap in the market for ethical, gender-neutral children’s clothes. The brand quickly became a go-to among stylish mums, and expanded into womenswear.Today By Billie is stocked in 30 stores, from Los Angeles to Japan, and boasts a loyal following on social media.&nbsp;<h1>Afterpay drives sales.</h1>Afterpay has become a vital part of By Billie’s business, with Afterpay payments accounting for 21% of revenue, says Brodie.By Billie creative director Millie Coy adds: “From the moment that we started implementing Afterpay, we saw a definite increase in orders.”And when By Billie customers use Afterpay, they order more. “People really take advantage of being able to order immediately and pay it off over a longer period,” says Coy, who explains that customers who pay with Afterpay spend more than those who don’t.

“Having Afterpay makes sense for all our customers, but definitely is a must for a younger, Gen Z audience."

<h1>Afterpay is “a must” for Gen Z customers.</h1>Coy adds that offering Afterpay has helped attract Gen Z customers.Since expanding from childrenswear into womenswear, By Billie’s customer base has shifted from mostly mums to a younger demographic, she says. “And we’ve noticed they really like to use Afterpay,” she says. “Having Afterpay makes sense for all our customers, but definitely is a must for a younger, Gen Z audience. We know it’s helped us get new customers we otherwise wouldn’t have.”<h1>Afterpay is loved by customers.</h1>Purchasing with Afterpay is easy and convenient, says Coy. “People love being able to jump on, get what they need when they need it – and that’s good for us, too, because they keep coming back.”It’s just as simple for merchants, she adds. “Once customers place the order with Afterpay, we're not responsible for the repayments – it's between Afterpay and the customer.

Long before fashion designer Charlotte Brodie sold her first piece of children’s clothing – before she’d even built the website for her brand By Billie– she knew her business would offer Afterpay. 

Discover how Afterpay drives 21% of By Billie's revenue and increases average order value for the clothing brand.

Afterpay drives success: Charlotte Brodie on how By Billie grows with seamless payment solutions

“Afterpay customers account for 21% of our sales.”

By Billie

The founder of All Things Golden shares her tips to make the most of Afterpay Day.

When Olivia Coleman launched her fashion label <a href="https://allthingsgolden.com.au/" rel="noopener noreferrer" target="_blank">All Things Golden </a>(A.T.G) in 2016, she was determined to build a brand that would be the antithesis of fast fashion. That meant long-lasting, everyday essentials that customers could wear and love for years.In keeping with this ethos, Coleman is scrupulous about the promotions that A.T.G participates in. “We are very selective when it comes to <a href="https://www.afterpay.com/en-AU/business/access/smarter-discounting/retail-discount-strategy" rel="noopener noreferrer" target="_blank">discounting</a> and sales.”However, there is one event the brand has taken part in every year for the past three years – <a href="https://www.afterpay.com/en-AU/afterpay-day-merchants" rel="noopener noreferrer" target="_blank">Afterpay Day</a>, which last year drove $200,000 in revenue.Here are A.T.G’s tips for success with <a href="https://www.afterpay.com/en-AU/afterpay-day-merchants" rel="noopener noreferrer" target="_blank">Afterpay Day</a>:

<h2>Plan early</h2>Coleman’s hard-working team of 10 starts planning their Afterpay Day strategy two months in advance.“We tend to go pretty hard and make sure we’re across everything," Coleman says. "We start with creating a really strong visual campaign that flows across from our site and then through all of our marketing channels. Specifically, we do a lot with both paid and organic platforms on both Meta and Instagram."

<h2>Try SMS and emails to reach loyal customers</h2>Although Afterpay Day attracts new customers, it’s the brand’s existing customers who are most likely to purchase during the event. To reach its loyal customer base, A.T.G sends text messages and email, and carefully considers the timing.“We don't typically like to do any lead-up campaigns for sales as I know some other brands do,” Coleman says. “We like to keep our sales limited and exclusive, so we really only let our database know the night before and explain they have exclusive early access.”“We generally use Afterpay Day as an opportunity to provide extra value to our existing customer base."Sending emails and text messages allows these customers to shop before everybody else, "and as we produce in limited quantities this means there's less chance they'll miss out on the things they love.”

<h2>Make your offer obvious</h2>As for the execution of the email creative, Coleman keeps the messaging simple and straight to the point.While she says she tries not to overthink the creative assets too much, she does have one golden rule regarding the actual placement of the discount: the email subject line and preview should hint or tease the discount but the actual offer should be revealed when subscribers open the email.“Some businesses put their offers and discount codes in their subjects which we don't do because you want people to open the email and to click the assets within it."

<h2>Try new channels</h2>For A.T.G's most recent Afterpay Day in August 2022, Coleman experimented with promoting the offer on TikTok – and says she is still fine-tuning her approach.“We started by using the same kind of content that we would generally use for video reels and advertising on Instagram. We did that as a starting point and we did see success once we built hot and warm audiences. But when it comes to converting cold audiences through TikTok ads, it's a lot harder."

<h2>A golden result</h2>The team’s hard work and months of planning paid off in a major way. All Things Golden’s participation in Afterpay Day last August saw an increase of $55,000 in sales. Across the four days of the sale, the brand saw an overall revenue of over $200,000.And while the sales alone are a major achievement, Coleman says it’s the team camaraderie that really stands out as a personal highlight from the event.“It creates a collaborative buzz around our office and warehouse. Working in the lead up to an event like Afterpay Day, it’s just a really fun time of year for us and customers as well! For them to be able to purchase things they've been holding out for… it’s really special."

In 2023, the brand has some exciting plans on the horizon, including an upcoming denim collection and expanding both local and <a href="https://www.afterpay.com/en-AU/business/access/international-commerce/selling-internationally" rel="noopener noreferrer" target="_blank">international markets</a>.“Over the past two years, we’ve been selling into the US and it’s now over 50 per cent of our revenue. We have lots of amazing opportunities at our fingertips. I want to continue to grow sustainably while maintaining the values of our business.”

The founder of All Things Golden shares her tips to make the most of Afterpay Day.

The founder of All Things Golden Liv shares her tips to make the most of Afterpay Day.

How Afterpay Day helped this fashion brand drive $200k

How this fashion brand drove $200k during Afterpay Day

UGG Express’ sales soared by 42 per cent during Afterpay Day. Here's how they did it.

When Australian ugg boot company <a href="https://uggexpress.com.au/" rel="noopener noreferrer" target="_blank">UGG Express</a> first took part in <a href="https://www.afterpay.com/en-AU/afterpay-day-merchants" rel="noopener noreferrer" target="_blank">Afterpay Day</a> four years ago, it barely promoted the event. It was only when the brand started marketing it on its own social channels that they truly saw success.“You have to use all your own marketing channels,” advises UGG Express marketing manager Laura Li.

UGG Express started as a family business in 1970, focused on creating high-quality, reasonably priced ugg boots. Now, it’s a thriving Australian footwear, and accessories retailer, online and offline, with 30-plus brick-and-mortar stores and just under 100 staff – but their devotion to quality and comfort remains.&nbsp;‘We use premium Australian sheepskin to craft our uggs, and Australian sheepskin lasts for years. Plus, we offer the best price in the market,’ explains Li, who adds that warehouses in Sydney and Melbourne mean the brand can offer fast delivery.

Last year the business’ Afterpay Day strategy resulted in a revenue increase of 42 per cent, as well as a 27 per cent increase in new customers<h2>Set a competitive offer</h2>“Afterpay Day is now pretty well known in Australia,” says Li. “Which is a good thing – but also means your competitors will likely be involved. Do some research to set a competitive price and diversify your product offer – that can really help to attract more customers.”<h2>Time it right</h2>UGG Express drives promotion across multiple channels, including email, leading in, right before and during the event but “no longer than a week before the event, with three to four days before being the best lead time to foster that sense of urgency”.<h2>Use urgency</h2>In fact, emphasising urgency is another key tip from Li, who explains that UGG Express’ omnichannel marketing strategy focuses on creating a sense of urgency, with a simple message: It’s Afterpay Day … 15% Off Storewide … 4 days only.

<h2>Take an omnichannel approach</h2>The company’s multi-pronged approach includes Google ads, email campaigns, Instagram, Facebook, Pinterest and a home page takeover.While Google and EDMs drive the most direct website traffic, the team learnt that using all digital channels delivers the best results.UGG Express invested in Google ads in 2022, and Li advises that one tactic merchants could try is a lead generation funnel – i.e. getting customers to sign up to your email list so that you can let them know once the offer is live. Or even offer early access.<h2>Instagram, Meta, Pinterest</h2>UGG Express posted 3-4 paid and organic posts in the lead-up to, right before and during Afterpay Day.

<h2>Try influencers</h2>UGG Express also utilised their regular micro-<a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/influencer-marketing-examples" rel="noopener noreferrer" target="_blank">influencers</a> by providing them with product and a clear briefing on key messages to post just prior.<h2>Consider customer experience</h2>Remember it’s not just about the pre-event marketing.‘This event will drive a lot of sales so businesses should use it to build a strong relationship with the customer. They need to provide outstanding customer service, especially during the after-sale service’ advises Li.<h2>Create after-sales funnels</h2>Communicating after the event and creating after-sale funnels are more likely to convert the new customers into regular customers – for example: thank the customer, encourage them to sign up to your newsletter or follow you on social media, or even offer them a special discount for their next purchase.

‘Afterpay Day works really well, it’s great for sales. No business should miss out.’

&nbsp;Li recommends, ‘Analyse all data sets – use everything from your own platforms, and the report that Afterpay provides. Assess and analyse customer behaviours and patterns so you can optimise and perform even better in the future.’

UGG Express’ sales soared by 42 per cent during Afterpay Day. Here how they did it.

UGG Express' sales increased by 42 per cent on Afterpay Day. Here's how the Australian retailer did it.

How Ugg Express leveraged influencers and urgency to win Afterpay Day 

How influencers and urgency helped UGG Express win Afterpay Day

Afterpay Day Ugg Express

Ana Piteira is the serial entrepreneur behind Blanca, Reliquia Jewellery and three other retail brands. She shares her tips.

You may not know her name, but you’re almost certainly familiar with Ana Piteira’s work. Her colourful, striped shirts have become a style staple – seen across Australia from bars to the beach – with a patchwork aesthetic that’s inspired countless imitations.And yet, incredibly, right up until the moment Piteira launched her fashion label <a href="https://blanca.shop/" rel="noopener noreferrer" target="_blank">Blanca</a>, she wasn’t sure it would be successful. “I just thought, ‘Let’s just put it online and see what happens. Maybe no one will like it.’”“Everything is quite experimental for me,” she continues.Blanca is the latest in a string of successful experiments for Piteira, who has established herself as one of Australia’s leading fashion entrepreneurs, having launched not one but four other brands – <a href="https://reliquiacollective.com/" rel="noopener noreferrer" target="_blank">Reliquia Jewellery</a>, <a href="https://valetstudio.com/" rel="noopener noreferrer" target="_blank">Valet Studio</a>, <a href="https://respiro.studio/" rel="noopener noreferrer" target="_blank">Respiro Studio</a> and <a href="https://www.instagram.com/aeyre_home/?hl=en" rel="noopener noreferrer" target="_blank">Aeyre Home</a> – as well as a public relations agency, <a href="https://www.suenocommunications.com/" rel="noopener noreferrer" target="_blank">Sueno Communications</a>.Of all her brands, Blanca is the biggest, and Reliquia, a cool-girl, gold jewellery brand, the most established. Together, all five businesses confirm Piteira’s talent for identifying trends and building brands. Recently, Piteira moved to a dedicated 400sqm warehouse in Sydney to accommodate growth.“I’m the kind of person who’ll say, ‘Yes’ and then work out how to do it later,” says Piteira of her ability to juggle five brands at once. “I just try and take every opportunity. I like learning on the job.”

“I’m the kind of person who’ll say, ‘Yes’ and then work out how to do it later.”

Building brandsA key part of Piteira’s success has been creating aspirational, distinctive – and distinct – brands. Early on, she decided that rather than launching one overarching business, offering jewellery, hair accessories and clothing, she would build individual brands, each with their own websites, social media followings and identities. Hence, Valet only produces hair accessories, Reliquia is known for gold jewellery and Aeyre only offers homewares.“Reliquia was the first brand [I built] and I thought it had a really strong aesthetic and identity,” says Piteira. “I didn’t want to dilute that when I introduced Valet, which was next. Valet involved different materials – it was predominantly resin and really colourful and bright. I thought there would definitely be overlap, but I didn’t know that [the two brands] would necessarily [attract] the same girl.”As it turned out, Reliquia performed strongly in Australia, whereas the more irreverent, playful Valet found greater international success, including with stockists like Selfridges and Liberty. “So, I think they are different customers and that ultimately it was the right decision to separate them,” she says.Using content to engage customersThe benefit of building separate brands is that whenever Piteira launches a new business, she cross-promotes it to customers of her existing brands using content.“We create a lot of content where we use the brands altogether and show the customer how it can be styled together. Our EDMs usually entail products from all our categories. We want to introduce our customers to the idea that we are a collective world, [and show that] you can seamlessly style everything together.”The importance of User-Generated ContentAs a public relations specialist, Piteira is, unsurprisingly, a huge proponent of PR. “I really believe in PR, obviously, but I think it’s an ever-changing environment. Its relevance is always shifting. When I started out it was all about print media. Now, it’s very much about digital and user-generated content (USG).”

"I really believe in PR, obviously, but I think it’s an ever-changing environment."

In fact, USG has played an important role in building all Piteira’s brands. “[User-generated content] is a ‘win-win.’ It’s really nice to see your brand being worn by different people in different ways… It’s a really fun and exciting way of getting content for a brand, [plus it’s amazing to see] the results it can drive.”However, she adds that <a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/influencer-marketing-small-business" rel="noopener noreferrer" target="_blank">influencer</a> marketing and USG only works when it’s authentic. “I think the audience now is super savvy. So, it’s about [knowing] where your brand is resonating with its audience, and finding the right partners [to collaborate with].”Bricks-and-mortar benefitsTwo years ago, Piteira took her first steps into brick-and-mortar retail and opened a boutique in Sydney’s Westfield Bondi Junction. She views the store, which is bright and colourful, as “an extension of [our] online presence”.“I think the role of a physical store these days is quite different to how it used to be. It’s not only about the sales that you’re generating, it’s about having a showroom for your product where people can go and see, touch and feel the range,” she says, adding “I really do believe a lot of them go [into the store] and then purchase online”&nbsp;

“I think the role of a physical store these days is quite different."

Partnering wisely&nbsp;Along with <a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/instagram-influencers" rel="noopener noreferrer" target="_blank">influencers</a> and a physical presence, carefully chosen stockists have also played a key role in amplifying the brands. “We’ve been focused on wholesale from day one,” says Piteira, who was able to draw on her experience and contacts from her sales and PR business to get her brands into retailers like The ICONIC and David Jones.&nbsp;“Stockists are really important in terms of being showrooms for your brand. There’s a customer discovery there that would perhaps not otherwise occur when you’re in different stores. I think it’s similar to working with <a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/influencer-marketing-examples" rel="noopener noreferrer" target="_blank">influencers</a> – it’s nice to see your product in different stores and to see buyers buy from a different perspective.”Afterpay has been another key growth partner, says Piteira. “Afterpay is a really valuable service to a lot of customers. Customers love it, so in order to provide the best customer experience we partnered with [the BNPL platform].”Piteira adds that there is a natural alignment between her brands and the Afterpay customer. “I think Afterpay has done a really amazing job of capturing the retail market and our customer is a pretty trend-driven customer, too.”A renewed focus on <a href="https://www.afterpay.com/en-AU/business/access/customer-retention/customer-retention-rate" rel="noopener noreferrer" target="_blank">retention</a>Heading into 2023, Piteira intends to double down on <a href="https://www.afterpay.com/en-AU/business/access/customer-retention/customer-retention-strategies" rel="noopener noreferrer" target="_blank">retention</a> marketing. “We’re developing a <a href="https://www.afterpay.com/en-AU/business/access/marketing/customer-loyalty-program" rel="noopener noreferrer" target="_blank">loyalty program</a> and we’ll be focusing on communicating directly with our customer and giving them content that is interesting to them and that they want to engage with without necessarily only pushing product all the time.”With acquisition costs rising and <a href="https://www.afterpay.com/en-AU/business/access/boosting-profitability/preparing-for-inflation" rel="noopener noreferrer" target="_blank">inflationary pressures</a> growing, she says that the days of driving revenue by investing only in Google or social media ads are over. “It’s going to require so much more effort to not only engage customers but then retain them. We want to shift our focus to looking after our customers and making sure that we continue to provide them with a good experience time and time again – not just once."

Meet Ana Piteira, the serial entrepreneur behind Blanca, Reliquia Jewellery and more.

Ana Piteira, the serial entrepreneur behind Blanca, Reliquia Jewellery and more, explains why PR, stockists and USG are crucial to her brands' success.

Ana Piteira: The founder of Blanca, Reliquia, on launching six brands

The secrets to launching six successful businesses

Blanca Reliquia Ana Piteria

How making customers feel heard is the secret to Empress Athleticus’ success.

When it comes to buying clothes, women who are considered ‘plus-sized’ face more challenges than most, and no one knows that better than Brittany Lewin, a proud size 16-18 and the co-founder of activewear brand <a href="https://www.empressathleticus.com.au/" rel="noopener noreferrer" target="_blank">Empress Athleticus</a>.Lewin and her friend, lawyer Kristy Perdriau, launched Empress Athleticus (which offers activewear in sizes six to 30) in 2020, after becoming frustrated by the fashion industry’s attitude towards plus-sized women.

“Lots of brands talk about being body positive, but they do it because they have to, not because they want to,” says Lewin, who adds that, too often, plus-sized clothing is ill-fitting and lacking in style. Fed up with fashion brands co-opting the language of inclusivity without truly serving their plus-sized customers, Lewin and Perdriau were determined to prove that there was a market for high-quality, well-fitting activewear for all sizes.

They didn’t have to wait long. On the night that Empress Athleticus launched, the brand’s first batch of black garments sold out in less than an hour. The next batch sold out, too, and by the end of the brand’s first year in business, Empress Athleticus was turning over seven figures in sales.Today, with sales still growing month on month, the brand also boasts an impressively high 70 per cent monthly retention rate.<h2>Creating a close relationship with customers</h2>&nbsp;A large part of the brand’s success – and a major reason for its repeated sell-outs – is its close relationship with customers. “We really focus on retaining our customers and looking after them,” says Lewin. “It’s about quality versus quantity of customers.”

Key to this is a small but extremely loyal Facebook Group or ‘fan page’ that Lewin and Perdriau have cultivated around the brand. “They tell us what they want, how they want it and when,” explains Lewin of the 6000-strong group, which she describes as the brand’s “heart”.Whenever Empress Athleticus releases a new range, they showcase the collection to their Facebook Group first and offer it on pre-sale. Members also have the opportunity to ask questions or make suggestions.&nbsp;The group grew partly from Lewin’s personal social media following (as a businesswoman and plus-sized model she has 16,000 followers on Instagram and 24,000 on TikTok). However, she and Perdriau have also worked hard to promote the group and elicit feedback from customers. “We are always asking our customers for feedback. We value everyone and we have a suggestion at the bottom of every order that says: ‘Follow our fan page and give us your feedback’” says Lewin.“Any feedback is good,” she affirms, “good or bad – because you want to know how you can grow as a business.”

“Any feedback is good – good or bad – because you want to know how you can grow as a business.”

<h2>Fit and the feel-good factor</h2>Another key to Empress Athleticus’ success is the fit of its products. Unlike many brands that offer plus-sized garments that are simply ‘sized up’ from a cookie-cutter size six pattern and don’t take into account different body shapes, Empress Athleticus has a unique grading system. Developed after a decade of experience, "each size is tested and approved on our fit models, family, friends and feedback from customers,” says Lewin.&nbsp;The brand is also careful to ensure that garments are sized correctly and offer plenty of stretch so that customers don’t feel they need to choose a size up. “It’s about making customers feel comfortable and confident knowing they can purchase the same size no matter what product they choose.”This is also the rationale behind the brand’s authentic approach to photography, with many of Empress Athleticus’ products shot on Lewin herself, with minimal retouching."I leave all my cellulite in there – everything. It helps our customers feel more confident and comfortable to see a plus-size woman absolutely rocking her lumps and bumps. It’s really, really important to us.”

<h2>Leaning into change</h2>Early on in the business, Lewin noticed a bolt of leftover material and decided to experiment with making size-inclusive underwear. “I had a pattern in mind, and we decided to just make it and see what happened,” says Lewin. “And it sold out in 10 minutes. Everybody loved them.”Today intimates make up 40 per cent of the brand’s revenue, and Lewin says this success is a lesson in leaning into unexpected opportunities.<h2>Offering a range of payment options</h2>Afterpay has also played a major factor in Empress Athleticus’ success, with 40 per cent of customers using the buy now, pay later service.“I am personally a massive fan of Afterpay, and as a business owner I wanted to offer it to our customers,” says Lewin, who adds that events such as Support Small and Afterpay Day have become key dates in Empress Athleticus’ marketing calendar.“I know there are other companies like it out there, but Afterpay is just trusted,” she says. “If you don’t offer it as a business, you lose out on a massive demographic.”

How making customers feel heard is the secret to Empress Athleticus’ success

The co-founder of Empress Athleticus’ success Brittany Lewin explains how the plus-sized brand achieved success.

Empress Athleticus: the plus-sized brand making seven figures

The plus-sized brand that became a seven-figure success

Success story Empress Athleticus

Their secret? Keeping their offering simple, classic and customer-focused

In a crowded market like fashion, you might imagine that every niche has already been discovered and filled. Not so, as mother-and-daughter duo Yolande Ellis and Elle Pugh discovered.“Seven years ago, you couldn’t find a good selection of cashmere garments anywhere in New Zealand or Australia, and certainly not year-round,” recalls Pugh, who had previously worked for global luxury brands in London.“We realised that with our changing climate and more people travelling to cooler climates throughout the year, there was a need for cashmere more regularly than just peak winter.”That was 2016, and, having spotted a gap in the market, the pair decided to make the leap and launch <a href="https://www.elleandriley.com/" rel="noopener noreferrer" target="_blank">Elle + Riley</a> from their garage.&nbsp;&nbsp;

At first Ellis, who had previously worked as a stylist and make-up artist, and Pugh assumed that the business would be purely direct-to-consumer e-commerce. But they quickly realised that as a luxurious, tactile product, cashmere was better suited to a bricks-and-mortar experience. “People needed to feel it and try it to fall in love with it, so we tried a pop-up store,” says Pugh.That store was so successful that the pair signed a lease on a permanent location just a few months later – and haven’t looked back.Six years later, Elle + Riley sells cashmere garments in six (soon to be seven) stores around NZ. They have 22 employees, a seven-figure turnover and 10,000 loyal customers, many of whom return to buy the same piece every season, in multiple colours.

Ellis and Pugh source their cashmere from Mongolia and garments are manufactured across Italy, Nepal and China.&nbsp;Pugh describes the typical Elle + Riley customer as someone who is more focused on quality classics rather than trend-driven silhouettes.“They’re discerning, travel a lot, are slightly more mature and can afford to invest in quality, given our basic sweaters start at $500. They’ll come in and buy their cashmere wardrobe set for their trip to Aspen or New York,” says Pugh.<h2>Bricks over clicks</h2>When Pugh and Ellis realised their business needed to have bricks-and-mortar stores in order to win over new customers, they didn’t hesitate.“We’ve been quite brave in terms of how fast we’ve expanded – six stores in six years.&nbsp;“That’s been an expensive and risky move and we’ve had to close some stores along the way, but it’s definitely helped us grow a lot faster and reach customers we otherwise might not have been able to,” says Pugh. “We haven’t been shy about being aggressive with our growth strategy.”

“We’ve been quite brave in terms of how fast we’ve expanded – six stores in six years."&nbsp;

<h2>Listen, rather than tell</h2>For the first four years, Pugh and Ellis spent most of their time on the shop floor, which helped them better understand their customers.“We’d work with the customers and listen – to what colours they wanted, what styles, what wasn’t fitting right… This allowed us to adapt and change things for them, making sure we were giving them what they wanted.”Pugh says that it quickly became apparent that Elle + Riley’s customers were more interested in classics than directional pieces. “What they really want is high-quality, classic garments in timeless shades like oatmeal and grey marle that they will get a lot of wear out of, so that has always remained our focus.

“Delivering what our customers want has actually given us freedom in that we don’t have to follow the seasonal fashion calendar or keep up with trends or go on sale the same time as everyone else.”<h2>Stick to your knitting</h2>Never has this saying been so apt… Pugh says that sticking to selling only cashmere garments means that their business proposition is crystal clear for customers.“We really stand by having one product and doing it well. We started with coffee table books and homeware in-store as well, but we ended up selling so much cashmere that we realised we needed to move those other items out,” she says.“It just comes back to us remembering to stick to our niche of what’s missing in the market, and for us that’s quality cashmere clothing.”&nbsp;<h2>Partner with the right suppliers</h2>When Shanghai went into lockdown for four weeks, so did Elle + Riley’s stock. Thankfully they could lean on another of their suppliers in Nepal to fill those gaps, but it reminded them of an important lesson: partnering with the right suppliers – and having more than one – is vital.“We’ve worked with some of our suppliers right from day one, however, we never want to put all our eggs in one basket,” she explains. “Having a few different suppliers, and ideally in different countries, has been important to us to mitigate risk.”

<a href="https://www.afterpay.com/en-NZ" rel="noopener noreferrer" target="_blank">Afterpay</a> has been a key commercial partner, says Pugh, who recognised its value early on. “I thought it was an awesome opportunity, especially for our price point. I like the fact that the customer doesn’t need to come into store to pay it off and that they can take their purchase straightaway, which is exciting for them, and we don’t have to store it.”Pugh adds that <a href="https://www.afterpay.com/en-NZ" rel="noopener noreferrer" target="_blank">Afterpay</a> has introduced younger customers to Elle + Riley, by allowing them to spread their payments in instalments. Afterpay events, such as Support Small, have also delivered new customers and sales. This year, the brand saw an 1890 per cent uplift in Afterpay sales thanks to Support Small.“Results like that are obviously brilliant for us, so off the back of that we’re doing Afterpay Day. I think it’s good to provide your customers with another way to be able to purchase from your business, and the tech behind Afterpay is really, really good.”Photos by Holly Burgess

Their secret? Keeping their offering simple, classic and customer-focused 

Discover the secrets to Elle + Riley's success from prioritising brick and mortar to listening to customers. 

Elle + Riley's Elle Pugh on opening seven stores in seven years

How Elle + Riley opened seven stores in seven years

Elle + Riley NZ

Founder Charlotte Palardis talks slow fashion, securing stockists and forging a cult following.

Numerical Highlight List

For Australian fashion label<a href="https://bybillie.com.au/" rel="noopener noreferrer" target="_blank"> By Billie</a>, a white cotton T-shirt, screen-printed with the slogan ‘Inhale Exhale’, was a game-changer.“To start with I didn’t really like it,” admits founder and creative director Charlotte Palardis. “It’s quite different, and I wasn’t sure if people would process it or not. The day we [dropped] it online, we’d already given a bunch of them away to friends and [media and influencers], so we only had 20 units in stock.”Incredibly, the tees sold out within mere seconds. Palardis was stunned, and two hours later she uploaded a video on Instagram sharing that a re-release of the T-shirt would be available for pre-order.

“We sold $300,000 of the T-shirts in 24 hours,” she recalls, noting that while the eye-catching print and cool, oversized cut probably contributed to the piece’s success, the limited pre-order created a sense of urgency that saw sales skyrocket.“It shows that when people think they’re missing out on something, they feel they need it more,” explains Palardis. “So that became our model moving forward. With pre-order, you're not having products sitting there for months that you then have to mark down or [send] to landfill.”

"When people think they’re missing out on something, they feel they need it more."

This sustainable, slow-fashion approach has proved lucrative for the label, too. Today By Billie – which started as a childrenswear brand in 2018 before expanding into womenswear – boasts a seven-figure annual revenue, more than 50 global stockists, a staff of five and a band of loyal followers.<h2>Start small and persevere</h2>Palardis was a first-time mum with a four-week-old baby when inspiration for By Billie sparked. She’d just moved from Brisbane to Crescent Head, a small town in northern NSW, and “was getting a bit lost in the mum world”.Keen to start her own creative project or, potentially, a business, she saw a gap in the market for gender-neutral baby and children’s clothes. “I wanted outfits to dress [my daughter] Billie in that weren’t frilly or super girlie,” she says.As a trained teacher with no background in design – but a strong business brain having grown up working in her family’s restaurants – Palardis started searching for manufacturers online. It took a year before she found one, based in China, that aligned with her sustainable and ethical vision, worked with organic cotton and, importantly, offered low minimum order quantities.

“For my first order I only had $1500 to spend,” she shares. “The manufacturer did 50 pieces of each colour and style, and I had two or three designs – they were extremely basic cotton baby rompers.”Palardis created a Shopify e-commerce website, uploaded her products and excitedly launched the collection. “That night, I sat there waiting… and had one sale. I thought ‘What have I done? I’m a failure,’” she remembers. “But every day from then on, I’d get two sales, and then three sales, and the momentum kept going. I’m so glad I stuck with it.”Eventually, Palardis generated enough profit from her debut range to create the next one. “I've used the profit I've made from each collection to build on that,” she says. “I’ve never had any loans.”<h2>Opt for organic growth and partnerships</h2>As a new mum Palardis had an Instagram page called <a href="https://www.instagram.com/by.billie/?hl=en" rel="noopener noreferrer" target="_blank">Loved By Billie</a>, where she resold her daughter’s tiny, preloved baby clothes. When it came time to launch her brand, she converted it into a business page – with a humble 150 followers.

So how has By Billie amassed 163,000 followers in less than five years?&nbsp;Palardis explains that gifting pieces to micro influencers, who’ve shared and tagged By Billie, has helped boost brand visibility in an authentic way.“We’ve never paid an <a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">influencer</a> to post for us,” she reveals. For her, organic marketing is not only cheaper, but feels “more truthful”, as influencers and customers who post about the label are ambassadors by choice.She has a similar approach to design collaborations. Recently, By Billie partnered with stylist and content creator Lisa Danielle on a soon-to-be unveiled collection, and has also joined forces with<a href="https://luvlou.com.au/" rel="noopener noreferrer" target="_blank"> Luv Lou</a> on a line of sunglasses. Each collab is first and foremost about the creative partnership, while the opportunity to tap into a new customer base is a valuable by-product.<h2>Create a sense of exclusivity</h2>After the ‘Inhale Exhale’ T-shirt initially sold out, By Billie did three restocks. “We didn’t want to [overexpose] it, but we wanted to fulfil that demand,” explains Palardis. “We still get emails to this day asking if we’re bringing it back, but we've sworn to never recut it… because then it becomes less valuable to the people who do own it.”

Today, those customers form part of By Billie’s very loyal following. “Sixty to 70 per cent of our customers are return customers,” says Palardis. “When I look at the Shopify statistics, on a launch we might have 500 or 600 returning customers, and 200 first-time customers.”<h2>Secure stockists – but keep it selective</h2>Today, By Billie is stocked in more than 50 bricks-and-mortar stores around the world, from Sydney to LA and Japan.“We wanted to find the right balance between getting seen by people but also having an element of exclusivity in our online store,” Palardis explains. “We didn’t want to oversaturate the market where [in] every store you walked into, you’d find By Billie.”

“We wanted the right balance between getting seen but also having an element of exclusivity."

By Billie stockists are given only a select number of designs in small quantities, which amps up customer interest and desire. “We’ve had certain stores where customers have literally lined up at the front door waiting to come in and buy By Billie,” says Palardis.Selling wholesale is financially viable for the business because their stockists pay 100 per cent up front. Overall, most of the brand’s revenue continues to come from its e-commerce store, but physical stockists play an important role in enhancing brand identity and increasing visibility.<h2>Use sales strategically</h2>Palardis likes to reward her customers with sales and discounts, but – as per her overarching brand ethos – she takes a less-is-more approach.“We only do three or four sales a year, but they’re always huge days for us,” she says. “For <a href="https://www.afterpay.com/en-AU/afterpayday" rel="noopener noreferrer" target="_blank">Afterpay Day</a> this August we did 40 per cent off, which was massive – usually we only do 20 per cent.”

The brand founder notes that implementing Afterpay was a no-brainer for her business. “I originally wanted to create my e-commerce store on Squarespace, but it wasn’t compatible with Afterpay at the time [though today it is], so I went with Shopify. There was no way that I would buy higher priced items without Afterpay, so why would I expect my customer to?”Offering Afterpay has driven significant sales for the brand. “Last year we generated $780,000 from Afterpay; that’s 24 per cent of our total sales,” she says. “Having it as an option for customers is huge – I don’t think any business could do without it.”

Founder Charlotte Palardis talks slow fashion, securing stockists and forging a cult following.

By Billie founder Charlotte Palardis talks slow fashion, securing stockists and forging a cult following by creating a sense of exclusivity