It was a case of right time, right strategy for style house Sir when it launched just as Instagram and online shopping aligned.
, and selling through a direct-to-consumer model. This proved a boon to young labels because they could bypass the middleman .Margins were high, they built a connection with customers, and secured the data that came with it. They could also expose themselves from the get-go to a global market.
Instagrammers Tahnee Atkinson and Brooke Testoni in Sir pieces, building a loyal following for the label. Their sales and PR partner at the time, industry heavyweight Robyn Catinella, connected the pair with creative director Bruna Volpi, a Sydney-based stylist who encouraged them to focus on the narrative and storytelling elements that now permeate their campaigns.
Sir has expanded into swimwear, denim, tailoring, sweats and menswear and there are plans to add evening wear and intimates by the end of this year. Over the past 12 months, Australian sales have grown an impressive 42 per cent, but it’s the US that has the founders excited; their site shows sales from America have increased 83 per cent year-on-year.
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