Brisbane label Verge Girl reveals business is booming as Ariana Grande becomes their latest star customer
She’s one of the biggest music stars in the world, but Ariana Grande wore a very affordable outfit by a Brisbane label that is quickly becoming a favourite among big-name influencers.
Confidential
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With recent customers including Ariana Grande and Maddie Ziegler, Brisbane fashion house Verge Girl is bucking the trend during the global pandemic, growing their online sales and hiring new staff.
Grande wore a $119 knit set from Verge Girl in a post to her 194 million Instagram followers for her birthday a fortnight ago, joining a long list of celebrities to wear the brand, including Gigi Hadid, Kourtney Kardashian and Kendall Jenner.
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Sisters and founders Natalia and Daniella Dionyssiou credit the exposure they get from the world’s biggest influencers – beginning with Victoria’s Secret model Romee Strijd at Coachella a few years ago – to their success, with the US now accounting for 60 per cent of their total sales.
“We have always made it our mission to provide young women with affordable and cool clothing with a major focus on styling,” they said.
“We don’t specifically target celebrities … It is always their stylists who contact us and of course we send them anything they like.
“They will contact us on behalf of the celebrities with a list of items they love and then send us snaps when they wear the item.
“We think because our brand is affordable … when our customers see these kinds of celebrities wearing our brand it really validates the fact that affordable fashion is for everyone.”
“Sales have really grown exponentially during the COVID period. We are proud of the fact that we have been able to not only keep all our staff on, but also been able to hire new staff members.”
The sisters opened their first Verge Girl fashion store in Brisbane in 2007, but the online part of the business quickly overtook the boutiques, motivating them to switch to a solely online business in 2013.
“The year that we started our online store we grew over 1000 per cent,” they said. “We felt retail stores especially in Brisbane had seen their day.”
“With the recent purchase of a new warehouse and a whole lot of space, we are really focused on growth.”
“Our growth in the US market has increased to over 60 per cent of total sales, in the near future we can definitely see ourselves expanding our warehousing and operations to the US, but as far as our Brisbane based team, we are definitely here to stay. Brisbane is home.”