Worn by clientele including Beyoncé, Jessica Biel and Amy Adams, AEVHA London creates beautifully crafted luxury handbags at an accessible price point. The brand is stocked by Harvey Nichols and Yoox-Net-A-Porter and has wide global wholesale distribution. Unit sales have doubled YOY since 2016.
AEVHA London is positioned within the lucrative contemporary handbag market, aiming to offer the consumer unique designs coupled with luxury quality at an accessible price point.
Since launching, we have achieved:
- £150k Crowdcube raise in 2015
- Since 2016 doubling unit sales YOY to 1080 in 2019 and 45k Instagram following with no digital marketing budget
- Over 2,000 units sold
Recent years have seen a boom in niche bag brands like AEVHA London due to Instagram, which has become a key discovery tool for shoppers and wholesale buyers alike. With consumer behaviour changing, multi-brand retailers are seeing a decline in sales, whilst direct-to-consumer sales, driven by social media advertising, have become key to rapid brand growth. For one of our competitors, Staud, direct-to-consumer represents 90% of total sales, whilst Cult Gaia attributes 70% of sales to their e-commerce.
To date, we have been unable to allocate a digital marketing budget due to cash-flow restraints caused by our wholesale business, which demands that we cover the cost of goods for 6 months before receiving payment. As such, direct-to-consumer currently only represents c.10% of our total sales. Further investment will allow us to allocate a digital marketing budget and hire an experienced team to execute an efficient paid media strategy, achieving or improving on our projected customer acquisition costs.