Scanlan Theodore's Melinda Robertson on preparing for an 'inevitable' recession
The Glossy Podcast · with Melinda Robertson · November 30, 2022 · 47 min
Summary
Melinda Robertson, co-CEO of Scanlan Theodore Americas, shares her journey from Wall Street to launching the Australian fashion brand in the U.S. The episode delves into their intentional retail expansion strategy, focusing on high-quality workwear for women, and how they are proactively preparing the business for an economic recession. This episode offers valuable insights into international brand expansion and strategic financial planning for long-term growth in retail.
Key takeaways
Scanlan Theodore's U.S. expansion was driven by direct customer validation; American professional women on Wall Street admired Melinda Robertson's Scanlan Theodore wardrobe, indicating clear product-market fit.
International brand expansion requires patience and strategic location scouting; Scanlan Theodore focused on securing desirable boutique locations rather than rapid, unfocused growth.
Building brand presence in a new market involves understanding cultural translation and adapting product offerings while maintaining core brand identity.
Proactive financial and operational strategies, including inventory management and lean operations, are crucial for brands to navigate and strengthen their position during economic downturns.
The core product philosophy of offering durable, high-quality "endurance fashion" for professional women creates a resilient business model less susceptible to fast-fashion trends and more appealing to value-conscious consumers during a recession.
When Melinda Roberston moved to the U.S. to work on Wall Street in 2012, she didn't expect to receive high praise for her wardrobe. Unlike her American counterparts, Robertson almost exclusively wore Australian fashion brand Scanlan Theodore, which specializes in workwear for women. To her surprise, however, Scanlan Theodore's chic aesthetic was a hit, and it led Robertson and her business partner, Sarah Blank, to approach Gary Theodore, the brand's founder, with a pitch: to launch the company in the U.S. "[Scanlan Theodore Americas] was very much born out of [my and Sarah's] personal need and the feedback we were receiving [from female bankers]," Robertson said on the latest episode of the Glossy Podcast. "One of the trickiest things [when launching in a new country] is knowing whether the product will translate. First: Is it going to translate internationally? We felt confident on that front, because all these women [on Wall Street] were so excited about our suits. Then, once you're [in the U.S.], the question is: How is it going to translate in other states? We felt confident on one front, so we did it."
Two years after pitching the idea to Theodore, the trio became business partners on the U.S. business in 2017. Now, as co-CEO of Scanlan Theodore Americas, Robertson is responsible for growing the brand's presence in the American market. Currently, the company has two boutiques in New York City, plus stores in Long Island, N.Y., Miami and Dallas. A location in Washington, D.C. is set to open June 2023.
"We've had to be patient," Robertson said. "We've secured the locations we wanted, and now we're focused on building the brand."
What does this episode say about retail & omnichannel?
Scanlan Theodore's U.S. expansion was driven by direct customer validation; American professional women on Wall Street admired Melinda Robertson's Scanlan Theodore wardrobe, indicating clear product-market fit.
What does this episode say about founder & leadership?
International brand expansion requires patience and strategic location scouting; Scanlan Theodore focused on securing desirable boutique locations rather than rapid, unfocused growth.
What does this episode say about supply chain & operations?
Building brand presence in a new market involves understanding cultural translation and adapting product offerings while maintaining core brand identity.
What does this episode say about finance & fundraising?
Proactive financial and operational strategies, including inventory management and lean operations, are crucial for brands to navigate and strengthen their position during economic downturns.
What does this episode say about retail & omnichannel?
The core product philosophy of offering durable, high-quality "endurance fashion" for professional women creates a resilient business model less susceptible to fast-fashion trends and more appealing to value-conscious consumers during a recession.
