The Normal Brand’s Jimmy and Lan Sansone: ‘To build a lasting brand, you need a brick-and-mortar presence’
The Glossy Podcast · with Jimmy and Lan Sansone · April 17, 2024 · 32 min
Summary
The Normal Brand founders, Jimmy and Lan Sansone, reveal how they built a thriving fashion business from the ground up, achieving 40% annual growth without outside funding. This episode unpacks their omnichannel strategy, emphasizing the critical role of brick-and-mortar retail in building a lasting brand alongside strategic wholesale partnerships. Learn how product differentiation and leveraging organic influencer networks fueled their expansion.
Key takeaways
Prioritize brick-and-mortar expansion to build brand longevity and complement wholesale partnerships, as The Normal Brand did by opening 11 stores and entering 500 retail locations.
Develop proprietary materials like "Puremeso" to create a unique selling proposition and enhance product differentiation in a competitive market.
Leverage organic influencer marketing, even with internal talent (e.g., family members with social followings), to authentically promote brand values and products.
Maintain financial independence through bootstrapping to retain control and foster sustainable growth, demonstrating that significant expansion is possible without external investment.
Cultivate a strong, values-driven company culture (e.g., "humble, hungry, and smart") to navigate growth challenges and motivate your team.
In 2015, Jimmy, Lan and Conrad Sansone launched The Normal Brand, a fashion company focused on easy, comfortable clothing suitable for both workdays and weekends. In the nine years since, without outside funding, the brothers have opened 11 stores — in cities including Nashville and Indianapolis — and entered partnerships with retailers including Nordstrom and Von Maur. The Normal Brand, which is based in St. Louis, now sells in 500 stores nationwide.
Among the brand’s differentiators are its proprietary ultra-soft fabric, Puremeso, and its on-call influencer network — Sansone family members, including Lan, have large social followings and are regularly featured in brand marketing. The Normal Brand has seen 40% annual revenue growth since its launch, Jimmy Sansone said on the Glossy Podcast. Also on the podcast, Jimmy and Lan Sansone discuss The Normal Brand’s strategies for fueling growth, navigating challenges and maintaining a “humble, hungry and smart” team. Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
What does this episode say about retail & omnichannel?
Prioritize brick-and-mortar expansion to build brand longevity and complement wholesale partnerships, as The Normal Brand did by opening 11 stores and entering 500 retail locations.
What does this episode say about brand & content?
Develop proprietary materials like "Puremeso" to create a unique selling proposition and enhance product differentiation in a competitive market.
What does this episode say about founder & leadership?
Leverage organic influencer marketing, even with internal talent (e.g., family members with social followings), to authentically promote brand values and products.
What does this episode say about retail & omnichannel?
Maintain financial independence through bootstrapping to retain control and foster sustainable growth, demonstrating that significant expansion is possible without external investment.
What does this episode say about retail & omnichannel?
Cultivate a strong, values-driven company culture (e.g., "humble, hungry, and smart") to navigate growth challenges and motivate your team.
