"Building a luxury D2C brand with a high average order value requires patience. You have to keep investing to eventually see the compounding effect after five, six, seven years."
"Selling a $300 shoe requires a strong brand and credibility. It takes a lot of investment in media outreach, pop-up stores, and retail."
Chris Wichert co-founded Koio, a luxury footwear brand, in 2015 and exited the company in late 2022. The pandemic led to a collapse in direct-to-consumer funding, prompting Wichert to cut costs and stabilize cash flow. He raised nearly $20 million over a decade, primarily for inventory and team building. Wichert emphasizes the importance of strong branding and credibility in selling high-value products, noting that retail presence significantly boosted sales.
Read at Practical Ecommerce
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