Naked Wardrobe's co-founders are projecting 50% growth in 2025, following a rebrand
The Glossy Podcast · with Shirin Kaviani, Shida Kaviani, Shideh Kaviani · March 26, 2025 · 43 min
Summary
Naked Wardrobe, founded by the Kaviani sisters, achieved rapid success by addressing a gap in the market for high-quality, affordable basics. After a significant rebrand in 2024, which included a new platform and updated assortments, the brand is projecting an impressive 50% growth in 2025. This growth will be fueled by strategic initiatives such as opening their first flagship store and expanding internationally, while maintaining a strong 70% DTC presence.
Key takeaways
Identify and fill a clear market gap: Naked Wardrobe succeeded by offering high-quality basics at a reasonable price, differentiating itself from fast fashion and luxury brands.
Strategic rebranding can drive significant growth: Naked Wardrobe's 2024 rebrand, encompassing a new logo, custom platform, and updated assortments, directly contributed to a projected 50% growth in the following year.
Diversify distribution channels for expanded reach: Naked Wardrobe's 70% DTC and 30% wholesale model, including a partnership with Nordstrom, highlights a balanced approach to market penetration.
Plan for multi-channel expansion to sustain growth: The brand's plans for a flagship store and international expansion demonstrate forward-thinking strategies beyond initial DTC success.
Leverage brand DNA and product evolution: Naked Wardrobe's expansion from basics to suiting and formal wear, while staying true to its core identity, showcases effective product lifecycle management and brand extension.
When Shirin, Shida and Shideh Kaviani, sisters-turned-co-founders, created Naked Wardrobe in 2012, it was meant to fill a gap in the basics market. According to the sisters, up until Naked Wardrobe's inception, many of the brands releasing basics were either fast fashion brands or luxury brands with an out-of-reach price point for everyday consumers. With Naked Wardrobe, the Kaviani sisters provided an option in the contemporary market that prioritized high-quality materials at a reasonable price. In the first year of business, Naked Wardrobe drove $1 million in sales, which led the brand on a track to experience 40% year-over-year growth for several years thereafter. Eventually, Naked Wardrobe expanded beyond direct-to-consumer, securing an exclusive domestic retail partnership with Nordstrom. Currently, Naked Wardrobe is 70% direct-to-consumer and 30% wholesale. Since launching with body-conscious basics 13 years ago, the L.A.-based brand, beloved by A-listers such as the Kardashians, has since expanded to also sell suiting, outerwear and special occasion dresses. And in 2024, Naked Wardrobe underwent a relaunch, introducing a new logo, a new custom-built platform and updated assortments, which resulted in sales growth of 30% year-over-year. This year, Naked Wardrobe is on track for 50% year-over-year growth. The sisters are kicking Naked Wardrobe's growth up a notch as they plan to open the brand's first flagship store and expand internationally, all while staying true to Naked Wardrobe's DNA.
Identify and fill a clear market gap: Naked Wardrobe succeeded by offering high-quality basics at a reasonable price, differentiating itself from fast fashion and luxury brands.
What does this episode say about retail & omnichannel?
Strategic rebranding can drive significant growth: Naked Wardrobe's 2024 rebrand, encompassing a new logo, custom platform, and updated assortments, directly contributed to a projected 50% growth in the following year.
What does this episode say about brand & content?
Diversify distribution channels for expanded reach: Naked Wardrobe's 70% DTC and 30% wholesale model, including a partnership with Nordstrom, highlights a balanced approach to market penetration.
What does this episode say about founder & leadership?
Plan for multi-channel expansion to sustain growth: The brand's plans for a flagship store and international expansion demonstrate forward-thinking strategies beyond initial DTC success.
What does this episode say about dtc strategy?
Leverage brand DNA and product evolution: Naked Wardrobe's expansion from basics to suiting and formal wear, while staying true to its core identity, showcases effective product lifecycle management and brand extension.
