- Danielle Wightman-Stone |
Online footwear retailer Air and Grace, which has adopted a “slow fashion” approach to retail, which included never discounting its product, has reported that revenues have increased by 100 percent in the last 12 months, while its profits have soared by 800 percent.
Founded by former footwear buyer Claire Burrows in 2014, she states that the soar in profits is driven by the brand’s “trans-seasonal approach” where it offers customers well designed, high quality investment pieces that are designed to be worn from season to season, which it adds is in “stark contrast” to the traditional seasonal retail model, which the footwear brand consider to be “outdated”.
“Our customer is much more interested in fashion pieces that will stand the test of time and continue to be relevant in her wardrobe not only for just one season,” explains Burrows in a statement. “She actively rejects the fast-fashion approach and wants to invest in well-made products from brands who are transparent about their manufacturing processes.”
Burrows added: “All of our shoes are designed in London and produced in Europe. Our considered design process creates shoes our customers will love to wear for many seasons thanks to their unique blend of comfort, quality and style.”
The unique selling point of Air and Grace is the patented Tender Loving Air technology hidden inside each shoe. This technology features three different layers of luxurious memory and recovery foam cushioning, shaped into a wedge, hidden inside each trainer, boot and espadrille.
The growth in sales has helped expand the business, which now employs three full time and five part time team members. Air and Grace also adds that it is a business ‘By Women, For Women’ and operates flexible working, enabling its team to work part time and/or from home as it suits them and their family.
Since its launch the brand has won several retail awards including ‘Best Independent Business of the Year’ at Stylist Live 2018, the top prize in Metro newspaper's search for the brands of the future securing 150,000 pounds in investment plus additional investment from judge, Michael Acton Smith. It also won The Footwear Friends award for innovation, Smarta's "one to watch" and the UKFT "Buyers Den" competition securing distribution in John Lewis.
Air and Grace is stocked in 30 of the best independent boutiques in the
UK including Black White Denim, The Dressing Room, Anna and Iris as well as
online at airandgracelondon.com
Image: courtesy of Air and Grace