Affordable luxury fashion etailer My-Wardrobe
is pushing ahead with its international growth strategy, aiming to at least double sales in the Middle East in the next year. Both ex-pats and local customers in are flocking to the site, according to marketing director Rob Moss, attracted by high profile brands such as Burberry, D&G, Acne and Vivienne Westwood.
My-wardrobe’s marketing programme in the region will focus on media partnerships with the Middle East editions of fashion titles including Esquire, Grazia and Harpers Bazaar, as well as building its email database and optimising search.
At present international accounts for 20% of My-wardrobe’s sales, with customer groups growing in Canada, Australia and across Europe. The company has said international will grow to 35% by 2015. The Middle East represents less than 1% of overall sales, and My-Wardrobe wants to grow this to between 3% and 5% in the next year.
Last year, the five-year old business received a $9m investment from Balderton Capital, one of Europe’s biggest venture capital firms, the first private equity funding for the business.