Apparis, which made a reputation for itself with colourful and sustainable vegan outerwear and has advanced into a way of life model, has undergone a rebranding with a brand new web site design and visible identification.
Cofounded in 2016 by Lauren Nouchi and Amelie Brick, Apparis has expanded into ready-to-wear, dwelling, equipment and pet collections. The model has added a brand new Alt-knit assortment, an alternative choice to cashmere, this fall that’s anticipated to be a significant progress driver. It’s created from a human-made yarn that forgoes using animal-derived materials.
With the corporate’s transition from a pure outerwear firm right into a full-fledged life-style model, the cofounders felt now was the time to create a brand new path and visible identification that’s extra in sync with its elevated design aesthetic.
“This rebranding and new visible identification is to set the tone internally and permits us to reevaluate our DNA as a model and to create new merchandise and new model partnerships to maintain scaling and rising our enterprise,” mentioned Nouchi.
Among the many materials it’s working with are vegan shearling, plant-based fur, vegan leathers, vegan alpaca and vegan wool. “It’s one thing for us that’s essential to maintain constructing on the outerwear, and the knitwear felt proper. It’s an ideal layering piece, and we wish to play with colour,” Nouchi mentioned of the Alt-knit sweaters.
Through the pandemic, Apparis launched a way of life assortment, primarily centered on dwelling interiors. “That’s one thing, particularly in 2024 and 2025, we’re going to maintain increasing,” she mentioned. The enterprise made fake fur blankets from extra materials, and examined dwelling as a capsule earlier than increasing the enterprise globally. Apparis is opening its first pop-up in Bon Marché in Paris in November, specializing in the life-style assortment of blankets, pillows, slippers, accent rugs and small objects, equivalent to tissue containers.
Though it’s a trend model, the life-style challenge matches in with the corporate’s mission of “aware, elevated playful and daring design at an attainable value level,” mentioned Nouchi.
“That’s what made us again in 2018, actually disrupting the business and value level. That’s one thing that may be very a part of our DNA and who we’re, and the fervour of Emilie and I in actually creating this high-quality, worth product and slightly bit redefining the which means of luxurious,” mentioned Nouchi.
Among the many winter equipment are scarves, gloves, earmuffs and bucket hats.
The corporate is on observe to generate $20 million in quantity in 5 years to help its subsequent part of progress. It manufactures its collections in China.
Each Nouchi and Brick are from Marseille, France and labored with French homes earlier than beginning their very own agency. Nouchi beforehand labored at Louis Vuitton and Saint Laurent, and Brick labored at Saint Laurent, Hermès and Chanel. On the firm, Brick handles finance, enterprise improvement, HR, administration and gross sales, whereas Nouchi works on inventive, model, initiatives, design and manufacturing.
For the rebranding and new brand, Attire enlisted a inventive company that’s female-founded and female-led, referred to as I Love Creatives Studio.
In response to Sarah Campbell, artwork director of I Love Creatives Studio, she labored with Apparis “to create a luxe model identification and seamless e-commerce web site that expresses the daring spirit of the model.
“Constructing upon the core pillars of consciousness and playfulness, the refreshed net design elevates the model expertise into the excessive trend sphere. Streamlined, minimal design is utilized all through the positioning, making a seamless consumer expertise that permits the colourful collections to shine,” Campbell added. The web site was extra colourful; now it’s extra according to the founders’ French hertiage.
“For us, it’s an evolution. It’s not a 180, it’s simply evolving with the way forward for the model,” added Nouchi. Apparis has 4 model pillars: daring, elevated, aware and playful. Beforehand their model identification centered totally on the boldness and playfulness.
“As a way to develop, it was essential to maneuver away from that slightly bit, and put extra emphasis on elevated and the idea of aware trend,” she mentioned. In April, 2022, the model launched ReApparis, that are upcycled merchandise. She mentioned that was an funding and “is doing fairly effectively.” It’s not a lot a quantity producer, however offers their clients a second likelihood to get the outerwear. She mentioned it faucets into a distinct viewers, which is Gen Z, which is completely different from the core Millennial buyer.
In September, Apparis will launch a fall 2023 outerwear and equipment assortment.
Along with its direct-to-consumer enterprise, Apparis sells to Nordstrom, Saks Fifth Avenue and Bloomingdale’s, Elyse Walker, Farfetch and Bon Marché, and on the rental aspect, to Nuuly and Hire the Runway. Nouchi declined to disclose the model’s wholesale quantity.
The corporate doesn’t have its personal shops due to the seasonality of its enterprise, however has opened pop-ups, together with one this fall in New York Metropolis. The model has executed pop-ups in Paris and Chicago previously.
So far as new classes, Apparis want to add extra slides and mules to the footwear class, which presently consists of slippers. The model presently provides a really small vary of attire that may be styled inside their outerwear assortment, nevertheless their purpose inside the subsequent 5 years is to increase right into a wider vary of materials and silhouettes, that includes extra tailor-made items and turn into extra identified for rtw total.
In 2020, Apparis closed on $3 million in seed spherical funding, led by Third Type Enterprise Capital, whose managing associate is Shana Fisher, a buyer who chased them for a 12 months, mentioned Nouchi. The seed spherical included a significant funding from Exor Seeds, the enterprise fund affiliated with the Agnelli household. A number of angel traders participated within the spherical, amongst them Karlie Kloss; Francesco Carrozzini, Italian director and photographer, and Cam Newton, MVP New England Patriot quarterback and fervent vegan.
In response to Nourchi, the funding was used for product improvement, including extra employees, product innovation, pop-ups, and a showroom retail area.
So who’s the Apparis buyer?
Nouchi described her as a “Millennial, a metropolis lady, New York or tristate, who likes to journey.
“She’s not a trendsetter, however is a trend lover, who cares about high-quality, funding items. She’s searching for worth, one thing that’s attainable and likewise a chunk that’s versatile and simple to be styled,” mentioned Nouchi.
She mentioned the matches and silhouettes are quite simple and timeless, however they play with texture and colour. “We all the time wish to have a superb mixture of vibrant neutrals and daring colourful colours. That works for us,” mentioned Nouchi, noting their three prime colours are black, cream and pink.
For fall, Alt-knit may have 30 to 40 inventory conserving items; the “Area Day” outerwear assortment is 90 skus, and equipment are 60 skus.
Preserving issues attainable is a key technique. Apparis outerwear retails from $195 to $795, equipment are $35 to $150, and residential decor goes from $50 to $450. The value is $198 for its bestselling fake blanket.