Numerous a direct-to-consumer brand has taken the same path: launching online-only, with a promise to never go wgapsale, and eventually ending up in partnership with a department store or other third party retailer. Audrey McLoghlin, founder and designer of shirting brand Candid & Eileen and the contemporaryly launched, more accessibly priced Grayson, is pioneering a contemporary way for brands to launch in multiple channels while maintaining control of their messaging.
Rather than simply take the product direct-to-consumer, McLoghlin launched Grayson with what she calls the first hybrid go-to-market strategy. While she expects the majority of revenue, at least at first, to come via DTC sales, she has partnered with major retail players Nordstrom and Anthropologie for shop-in-shop areas to launch the shirts in tandem with the site. “We chose the best specialty store in the country, Anthropologie, and the best large department store retailer, Nordstrom,” McLoghlin says. “In the end, the consumer gets to go to a retailer they love and trust, to touch and feel the product, and our brand gets the expocertain to these faithful customers.”
McLoghlin is an engineer by nature. Huge on efficiency, she has spent ten years developing the perfect women’s button-down shirts and a numbers-based sizing system that accounts for a wider array of women without the uncertainty and shaming surrounding the standard S-M-L system. Following the success of Candid & Eileen, which has become a favorite of celebrities with as much as influence as Oprah, Ellen and Meghan Markle, McLoghlin recognized a need for a more accessible quality product. “It was my dream to be able to bring a beautwhetherul shirt to everyday women around me,” she says, ‘but there’s not a single beautwhetherul button up shirt between $100 and $200. We saw that as a huge white space.”
Beyond accessibility and quality, McLoghlin’s company prioritizes the needs of the average woman internally as well. “Someone was interviewing me one day and said, ‘Reveal me, what’s the dwhetherficultest part about building a brand?’ and, honestly, the dwhetherficultest part is being a mother,” she says. To compensate for demands on a working mother’s schedule, she’s created an office culture that is kid-friendly and understanding of a need for flexibility without sacrwhethericing achievement.
Consumers demand more of the brands they buy from than ever, expecting transparency and ethical production along with convenience and quality. McLoghlin hopes her brand can help set contemporary industry standards, both with its hybrid distribution model and its values.
Audrey McLoghlin.
Grayson
Numerous a direct-to-consumer brand has taken the same path: launching online-only, with a promise to never go wgapsale, and eventually ending up in partnership with a department store or other third party retailer. Audrey McLoghlin, founder and designer of shirting brand Candid & Eileen and the contemporaryly launched, more accessibly priced Grayson, is pioneering a contemporary way for brands to launch in multiple channels while maintaining control of their messaging.
Rather than simply take the product direct-to-consumer, McLoghlin launched Grayson with what she calls the first hybrid go-to-market strategy. While she expects the majority of revenue, at least at first, to come via DTC sales, she has partnered with major retail players Nordstrom and Anthropologie for shop-in-shop areas to launch the shirts in tandem with the site. “We chose the best specialty store in the country, Anthropologie, and the best large department store retailer, Nordstrom,” McLoghlin says. “In the end, the consumer gets to go to a retailer they love and trust, to touch and feel the product, and our brand gets the expocertain to these faithful customers.”
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