Introduction to Dôen’s Expansion
In addition to its own retail growth, Dôen has also seen significant expansion in its wholesale business, which began in 2019 with an exclusive partnership with Net-a-Porter. This was followed by partnerships with Saks and Nordstrom. According to Soroca, the strategy is to select the best retail partners in prime locations. This approach allows Dôen to reach customers in areas where it may not have a local store, thereby expanding its presence.
A Mega-American Brand
Dôen is on a mission to establish itself beyond its "California Brand" nickname. Margaret notes that there is a divide between West Coast and East Coast fashion, and the brand aims to bridge this gap. The success of its Bleecker Street Store and its participation in New York Fashion Week are testaments to its ability to transcend its California roots. As the brand expands, it aims to take on a more American identity.
Wholesale Strategy
Dôen’s wholesale strategy will see the brand stocked in around 150 specialty boutiques by 2023. This move is part of its plan to become an international brand. By partnering with major retailers, Dôen can reach a wider audience and increase its global presence.
Expansion and New Ventures
While the brand is focused on expanding its existing offerings, including its sartorial range and physical retail space, it is also making room for new ventures that will further enhance the Dôen world. This includes exploring new categories such as beauty and fragrance, which are currently in the pipeline.
Future Plans
Beauty and fragrance are on the cards for Dôen, with fragrance being the first priority. Although the co-founders are tight-lipped about their plans, they hint that there are many exciting projects in the works. As Dôen approaches its tenth anniversary, the team is taking a moment to reflect on its journey so far. A capsule collection is planned for February, which will feature reimagined versions of the brand’s top-performing and favorite designs from over the years. This collection is a sign of what’s to come for the next decade.
