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Oliver Cabell launches, emphasizes transparency of production process

By Kristopher Fraser

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Business

Positioning yourself as a luxury or high-end contemporary brand is certainly no picnic. For new brands, what they lack in heritage and history, they have to find a way to make up for it if they are going to survive in the very competitive fashion retail space.

The latest entrant into the luxury space is Oliver Cabell, an online start-up whose goal is to craft high-end products while being completely transparent about the process. The company discloses the details on their suppliers, factories, and costs, including the markup, with their customers. They have started doing business today with a backpack and duffel bag priced at 200 dollars and 300 dollars respectively.

Scott Gabrielson, the founder and CEO of the company, says the bags would be marked up to 1000 dollars or more at traditional retailers. For Oliver Cabell, it costs 123 dollars to produce the bags, with 44 dollars going towards materials, 66 dollars going toward labor, and the rest towards transit and duties.

Gabrielson came up with the idea while he was pursing a master's degree in business at the University of Oxford. As the millennial generation is becoming more invested in figuring out where their stuff is really coming from, Gabrielson couldn't have chosen a better time to launch this company.

Oliver Cabell launches with transparency focused business model

"We believe transparency in business will always be a force for good as it builds trust, keeps companies honest, and allows for countless opportunities to be analyzed and optimized," Gabrielson said. "Yes, there are negative aspects of it, but that’s the way forward progress works. When you buy fashion goods you often buy a brand. The problem is that these companies keep the brand but change the way they make things, and it has never been in the interest of consumers. If you're buying from high-end brands at expensive prices, you automatically assume that it’s of high quality. It's usually not. And that's crazy. Transparency eliminates any misconception and second guessing, and keeps brands honest. "

Gabrielson was inspired to start this company when he was visiting a factory in Asia and saw the production and manufacturing of bags and accessories that cost only 100 dollars to make but were sold at a price of 1200 dollars.

The first two designs from the company are called the Kennedy and the Logan, both named after the airports. The designs were produced in Italy, including the sourcing of the cotton fiber and leather. Fulfillment and warehousing are based in Minneapolis. The bags are offered in navy, black, and beige, and will be sold directly to the consumers on the company's website.

The company named was inspired after characters played by actors Oliver Reed and Steve McQueen.

According to Gabrielson, the company will be expanding their collection over the coming months and will continue to focus on bags and accessories.

photo courtesy of Scott Gabrielson and Oliver Cabell

Oliver Cabell