When you start a business, you should always be thinking about what your end goal is, says Adam Brown, founder of luxury swimwear brand Orlebar Brown, on the latest episode of the Innovators podcast. In Brown’s case, it was the eventual acquisition by none other than Chanel.
Many founders pride themselves on being scrappy, and figuring it out as they go along. There is an element of truth to that approach – Brown spent the brand’s first two years in a storage unit in West London learning every aspect of the business, from pressing shorts to talking to customers on the phone.
But he knew from the get-go that one of the strongest tools he could have under his belt was finding the people he trusted to do the things that were beyond his expertise. That is a surprisingly rare trait for a founder, who often have so much emotional stake in the game that it is hard to let go of the control.
Brown, however, always knew he didn’t want to be a CEO with 300 stores across the globe. He also doesn’t consider himself a designer, but rather a curator. So his focus became the product, and creating a process to perfectly tailor swim shorts that fit every body shape, and could take you from the beach to a fancy dinner party. The brand filled a gap in the market and quickly created its own niche.
And in 2018, just at the right time, Chanel came knocking. The acquisition, says Brown, represents the perfect marriage of aspirations that both sides have for the swimwear brand, as well as the chance to leverage many of Chanel’s mature capabilities in brand positioning, sourcing, e-commerce, and so on.
During this conversation, Brown tells us just why the Chanel partnership is a match made in heaven, how they are looking to connect sustainability with the brand in a creative way, and just what is needed to make the luxury consumer forget the price tag.
Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.