Rising fashion label Leo Lin reports impressive sales growth driven by a focused strategy and quality products, establishing a strong presence in the U.S. market.
Leo Lin, a rising name in the fashion industry, has reported an impressive 225 percent year-on-year sales growth, primarily attributed to its successful strategy in the competitive U.S. market. The brand, which aims to position itself within the luxury women’s wear segment, has seen a doubling of its revenue over two years as it focuses on catering to a specific clientele rather than attempting to appeal to a broad audience. Laura Good, head of brand at Leo Lin, explained in an interview with Inside Retail, “The goal of the brand is to really sit within this beautiful women’s wear luxury event space – I think its commitment to that is what’s made [Leo Lin] really focused.”
Good emphasized the brand’s strong identity, highlighting its commitment to luxury while maintaining a more accessible price point. “Leo is a luxury customer, he shops luxury constantly and his family shops luxury,” she noted, detailing how this understanding shaped the brand’s offerings. Despite its premium pricing, Leo Lin has garnered positive feedback regarding the quality of its garments, often exceeding customer expectations, which is a notable reversal of common trends in e-commerce where products can disappoint compared to their online representations. “We found that we have a really high retention rate in customers because when they receive the product it’s this creation that we can’t even get across sometimes online,” Good explained.
In terms of design inspiration, Leo Lin’s founder and designer, who is based in China, contributes a unique perspective that differentiates the brand from other Australian labels. Good remarked, “What makes [the brand] special is it really doesn’t look like anything else.” She noted that Leo Lin embraces vibrant colors, intricate prints, and techniques that have become the cornerstone of its design aesthetic.
After making its debut in the U.S. market in 2022 with launches at 15 Neiman Marcus boutiques, Leo Lin has since expanded its retail partnerships, adding esteemed names such as Moda Operandi and Bloomingdale’s. “These retailers have really helped us in that global expansion but particularly within the US – that’s really our strongest market,” Good stated. The brand’s successful entry into these high-profile retailer environments has opened the door to additional partnerships, including Revolve, FWRD, Rent The Runway, and Anthropologie. In a notable development, Good revealed that Leo Lin has recently signed with MyTheresa, slated for a launch later this year.
The growth of Leo Lin in the international wholesale market illustrates a potential snowball effect where success breeds further opportunities. However, Good noted that such expansion depends on the ability to consistently deliver on product quality. “I think we truly found our direction because the first few years it was about finding that, it’s so important,” she concluded. The brand has effectively learned from its customer base, recognizing that their preferences differ both internationally and locally.
Source: Noah Wire Services
