Southern California is the U.K. multibrand retailer's most significant market.
Wolf & Badger saw 225 percent year-over-year online sales grow to $27.7 million in the U.S. last year, according to the company.
“Because we’re a reasonably small business and entrepreneurial in the way that we look at things, we actually really doubled down on our online marketing quite early,” Graham said of shifts amid COVID-19. “And as a result of that, we had a really strong year and grew faster than we had previously anticipated, despite having issues with the stores being temporarily closed.”
Instead of party dresses, typically a hot category, consumers purchased loungewear, robes, slippers and blankets, as well as furnishings while home during the pandemic. Along with womenswear, accessories and home, Wolf & Badger offers men’s and beauty — all sourced sustainably and ethically produced with quality and design in mind.Shoppers are about 70 percent female and 30 percent male, age 25 to 45, worldwide.
“But we don’t really cater our marketing on that,” said Graham. “We focus on marketing more on communicating the brand values and the attributes…The aspiration of the business is to be a global business and to present brands, the best independent brands, from all around the world, to customers that are conscious and considerate and aware of what they’re purchasing from an environmental perspective — and connecting the two.
The shop’s design — as imagined in partnership with longtime collaborator and architect Augustus Brown — will reflect the “uplifting” mood of L.A. and its new neighborhood. Located at 8500 Melrose Avenue, the brick-and-mortar store is in a vibrant and walkable area of Melrose Avenue in West Hollywood .