Moda Operandi, the online platform that allows customers to pre-order straight from the catwalk via its online Trunkshows, has reported a 65% increase in sales in Q1 2017 and has identified non-apparel as a key area of growth.
The New York-based business said the performance was 9% ahead of plan. Apparel sales were up 61% year-on-year while non-apparel was up 84%, which was driven by a 187% growth in fine jewellery sales. Domestic sales grew 58% while international was up 83% and average order value increased by 17% to $1,400.
CEO Deborah Nicodemus said the growth was achieved through Moda Operandi’s “singular focus” on servicing brands and clients. “Clients are moved through storytelling and the brands greatly appreciate Moda’s ability to bring the collections to life online just as the designer intended,” she said.
It added 20 new brand’s to its Trunkshow business in the first quarter including Manolo Blahnik, Ralph Lauren, Maison Margiela, and Valextra. Trunkshows account for 60% of the business’ revenue – it hosts around 70 shows at any given time during fashion month – but it has also expanded to include an in-season boutique for items that are available to ship immediately.
On average Moda Operandi clients spend $1,400 seven times a year and to accommodate high spending clients it has increased its styling team from three in 2013 to 28 now and plans to reach 80 by 2020. It also intends to expand its international global showroom network to 15 locations in the next five to seven years.
Moda Operandi was co-founded in 2010 by Vogue contributing editor Lauren Santo Domingo and Aslaug Magnusdottir, a serial entrepreneur and former Gilt Groupe executive. Magnusdottir left the business in 2013.