CDLP's Andreas Palm and Christian Larson: Validation through retail partners is key to compete
The Glossy Podcast · with Andreas Palm and Christian Larson · March 15, 2023 · 44 min
Summary
This episode highlights how CDLP, a premium menswear brand, leveraged strategic retail partnerships with fashion authorities like Mr. Porter and Barneys to validate their brand and accelerate growth beyond a pure DTC model. For ecommerce operators, it underscores the importance of thoughtful channel expansion and how wholesale can be a powerful tool for brand building and market penetration, especially for emerging brands in competitive categories. The founders discuss their journey from niche underwear to a broader lifestyle brand, emphasizing product quality, sustainability, and international expansion.
Key takeaways
For emerging brands, securing wholesale partnerships with reputable retailers can provide crucial validation and open doors to new customer segments that are difficult to reach via DTC alone. This acts as a powerful endorsement that builds trust andcredibility in the market.
Designing a product "you want to wear" or "solve a problem for yourself" can lead to strong product-market fit. CDLP started by making men's underwear matter to themselves, which resonated with a broader audience.
Strategic media coverage from industry authorities (e.g., GQ, Esquire) acts as an early validation signal, boosting brand awareness and attractiveness to both consumers and potential retail partners.
International expansion should be targeted, with a focus on markets that show early traction or strategic fit (e.g., CDLP's success in the US and expansion to the Middle East).
Profitability requires a clear strategic roadmap, encompassing product diversification (e.g., sleepwear, swimwear, women's categories) and careful market selection.
In 2016, CEO Andreas Palm and creative director Christian Larson joined forces to launch Stockholm-based CDLP to make men’s underwear matter.
“We had never cared about underwear ourselves, because there wasn’t much to care about,” Palm said on the latest episode of the Glossy Podcast. “So we designed for ourselves, in the beginning; we made a product we wanted to wear.”
Doing so quickly caught the attention of fashion authorities including GQ and Esquire in the UK, which wrote about the “new masculinity” and sustainability the brand was bringing to the category, Palm said. In addition, retailers including Mr. Porter and Barneys showed early interest by placing orders.
In the seven years since, CDLP has expanded to product categories including sleepwear and swimwear. It’s also grown substantial businesses in international markets; the U.S. drives a majority of its sales, and it’s recently launched in the Middle East. This year, as the brand approaches profitability, the founders have their sights set on growing the women’s category, which launched in September.
What does this episode say about retail & omnichannel?
For emerging brands, securing wholesale partnerships with reputable retailers can provide crucial validation and open doors to new customer segments that are difficult to reach via DTC alone. This acts as a powerful endorsement that builds trust andcredibility in the market.
What does this episode say about brand & content?
Designing a product "you want to wear" or "solve a problem for yourself" can lead to strong product-market fit. CDLP started by making men's underwear matter to themselves, which resonated with a broader audience.
What does this episode say about founder & leadership?
Strategic media coverage from industry authorities (e.g., GQ, Esquire) acts as an early validation signal, boosting brand awareness and attractiveness to both consumers and potential retail partners.
What does this episode say about retail & omnichannel?
International expansion should be targeted, with a focus on markets that show early traction or strategic fit (e.g., CDLP's success in the US and expansion to the Middle East).
What does this episode say about retail & omnichannel?
Profitability requires a clear strategic roadmap, encompassing product diversification (e.g., sleepwear, swimwear, women's categories) and careful market selection.
