'A really nice pause': Monrow's founders on lessons learned in their break from wholesale
The Glossy Podcast · with Michelle Wenke and Megan George · January 13, 2021 · 29 min
Summary
Monrow's founders share their 13-year journey from a "no-plan" startup to a celebrity-worn loungewear brand, detailing their self-funded growth and strategic shift from wholesale to a 50% e-commerce customer base during the pandemic. This episode offers key lessons on brand differentiation in a crowded market and adapting to evolving retail landscapes for ecommerce operators.
Key takeaways
Monrow successfully differentiated itself in the loungewear market by offering a
While scaling, consider the advantages of self-funding as Monrow did, allowing for greater control and adaptability without external pressures.
Be prepared to adapt your business model rapidly; Monrow shifted from 30% to 50% e-commerce during the pandemic, highlighting the need for robust online infrastructure.
Strategically evaluate your wholesale presence; Monrow's "pause" from wholesale allowed them to re-evaluate and likely focus on more profitable DTC channels.
Leverage high-profile endorsements (like Oprah and Gwyneth Paltrow for Monrow) to build brand recognition and credibility without necessarily relying on traditional paid influencer marketing.
In 2007, Michelle Wenke and Megan George set out to create the anti-Juicy Couture.
“We wanted to be able to wear sweatsuits that catered to people like us, where they weren't so loud and bubble-gummy,’” Wenke said on the latest Glossy Podcast. “We wanted them to look a little more like streamlined and low-key, and not just [be about] hot colors and graphics and bedazzled everywhere. We were a lot younger, so we didn't really have this grandiose plan. We just were like, ‘Let's try it out.”
In the 13 years since, their L.A.-based loungewear brand Monrow has been sold by more than 500 boutiques and department stores, including Neiman Marcus and Shopbop, and worn by celebrities from Oprah to Gwyneth Paltrow. Wenke and George discussed how they’ve self-funded Monrow, how they’ve differentiated in the newly crowded sweats market and how they’ve accommodated their new e-commerce shoppers, which grew from 30% of their customer base to 50% during the pandemic.
Monrow successfully differentiated itself in the loungewear market by offering a
What does this episode say about brand & content?
While scaling, consider the advantages of self-funding as Monrow did, allowing for greater control and adaptability without external pressures.
What does this episode say about founder & leadership?
Be prepared to adapt your business model rapidly; Monrow shifted from 30% to 50% e-commerce during the pandemic, highlighting the need for robust online infrastructure.
What does this episode say about retail & omnichannel?
Strategically evaluate your wholesale presence; Monrow's "pause" from wholesale allowed them to re-evaluate and likely focus on more profitable DTC channels.
What does this episode say about dtc strategy?
Leverage high-profile endorsements (like Oprah and Gwyneth Paltrow for Monrow) to build brand recognition and credibility without necessarily relying on traditional paid influencer marketing.
