Oakland: Designer Lesley Evers, celebrated for her vibrant women’s clothing line, has expanded her brand since 2008 while navigating the challenges of retail evolution and a pandemic. With a focus on comfort and practicality, her offerings include dresses, accessories, and innovative homeware, all reflecting female empowerment.

Designer Lesley Evers, known for her colourful and vibrant womenswear line, has experienced notable success since founding her brand in 2008. Her commitment to creating clothing that merges sophistication with practicality has captured a diverse customer base, with the line now available in over 100 boutiques across the United States. Initially launching with a focus on dresses, Evers expanded her offerings to include an array of clothing, accessories, homeware, and gifts, each product carrying the names of women in a tribute to female empowerment.

Evers opened her flagship bricks-and-mortar store in Oakland in 2012. However, the surge in demand that followed the launch of her online shop compelled the brand to adapt and expand its manufacturing capabilities beyond local production. Nonetheless, she remains dedicated to sourcing materials and services from local providers whenever possible, a hallmark of her business ethos.

“The emphasis is on comfort, practicality, and a delightful sense of liberated fun,” Evers remarked, highlighting the bold floral and graphic prints that define her collections. Signature items include pieces with whimsical names like the “Chicka Boom Orange” jacket and the “Dandelion” cardigan, as well as more subdued solid indigo denim options.

In recent years, particularly during the challenges posed by the Covid-19 pandemic, Evers pivoted her business strategy to remain agile, temporarily closing her physical store and repurposing her manufacturing efforts towards making masks. This adaptation paid off; between 2021 and 2022, her online sales tripled and then doubled again in 2023. Currently, Evers manages three bricks-and-mortar locations: the flagship store in the Rockridge district of Oakland, along with smaller shops in Palo Alto and Portland, Oregon.

Evers has introduced a streamlined wholesale website, successfully partnering with ten stores while another twenty are in the pipeline for order fulfillment. “We have a channel where stores can apply,” says Evers. “To select who we choose, we basically look them up to see if they have good customer service because that matters most to us.”

Looking ahead to the fall and holiday seasons, Evers intends to maintain her brand’s signature bright hues. She noted, “We’re sticking to bright colours, even in the fall,” incorporating deep burgundy, green, and navy amidst pops of pink. New releases include a particular bird-themed shirt, which has already been duplicated by another company, a situation Evers acknowledges as an unfortunate reality of the fashion industry.

In her design philosophy, practicality merges seamlessly with style. Many dresses and tops feature pockets, an essential addition in today’s world where cell phones have become ubiquitous. Evers pairs pieces in coordinated sets, such as the Blair blazer with matching Audrey cropped pants, allowing for versatile styling options for various occasions.

A recent innovation includes a handbag collection reminiscent of the 1970s Bermuda bags with wooden handles. Evers drew from personal nostalgia, stating, “They’re a throwback to my middle school days, but I worked to make ours stand up and not floppy.” The collection quickly gained popularity, with rapid sell-outs leading to increased customer demand.

Among the highlighted new offerings for the fall season are raincoats, matching capes and pants, as well as coordinating pajamas and homeware items. For the holiday season, the line features party apparel adorned with festive details, including party dresses with black feather accents and elegant gowns in striking prints.

Evers is mindful of the broader challenges facing her industry, including stringent regulatory rules, rising real estate costs, and the fast evolution of retail technology. Despite these hurdles, she expresses optimism about the future, particularly with the new Palo Alto store launch, noting, “It feels like the right move at the right time.”

While navigating these challenges, Evers emphasises a dual strategy of blending local and overseas processes to keep prices manageable. “We reach profitability and stability by expanding our market share, not by raising prices,” she stated, highlighting her mission to ensure her clothing remains both affordable and enjoyable for a wide audience.

Source: Noah Wire Services