Stone Cold Fox lowers prices through direct-to-consumer model

Stone Cold Fox just announced a more direct way to reach its customers. The company has decided to drop its wholesale side of the business and focus on its direct-to-consumer model to strengthen the brand.

Instead of only catering to wholesale, now Stone Cold Fox will sell solely online. Currently, the brand has 50 wholesale accounts, as reported by WWD. Shuttering those accounts to pursue a more direct approach, Stone Cold Fox will now only be available through its shop in Venice and its online website. “We just wanted to really keep the integrity of the brand and the quality of our fabrics because we love silk and we wanted to keep it made in Los Angeles, and a lot of our feedback was our items were getting too high-priced,” cofounder Cydney Morris told the publication.

Through their wholesale accounts, some of the brand's clothing retailed for 400 dollars. According to ShopStyle.com, the brand Stone Cold Fox can retail from 45 dollars up to 545 dollars. As a result, WWD reported that the company suffered from complaints of items that were too high priced. With the new format, the brand will retail everything for under 300 dollars. “We didn’t want to be super mass-marketed and we wanted to keep the special feel of Stone Cold Fox,” cofounder Dallas Wand told WWD.