When asked about the fledgling brand’s key challenges, Loubaton’s answer is no surprise: cash flow. “The way the industry works and wholesale works, it stretches cashflow a lot,” she says. “I spend a lot of time checking my cashflow and trying to figure out how to build a team, keep hiring, pay for production and get paid on time from stockists.”
The trunk shows have been a stepping stone to launching a pop-up (the brand is hosting its first at Bon Marché from February to April next year) — and eventually to opening a flagship. “We get a lot of requests to come here to the studio, so it would be nice to have a flagship and keep it intimate like a nice cocoon where women can come and experience the brand,” Loubaton says.
Loubaton has found a happy medium with her wholesale-DTC split. DTC cultivates the sense of intimacy, while wholesale — which makes up 70 per cent of sales — helps the brand expand, particularly in international markets.
Net-a-Porter’s Barron says Liberowe was selected for Vanguard after seeing strong customer interest following several seasons stocking the brand. Liberowe has a “unique approach to lasting luxury”, she says.
As part of Vanguard, Loubaton is receiving mentorship from Alison Loehnis, president and interim CEO of Yoox Net-a-Porter. “Spending an hour chatting to her is like getting a master’s degree,” says Loubaton. She’s also being mentored by Greg Chait, founder of LA cashmere brand The Elder Statesman. “I’m so excited he’s my mentor because he’s become a big success from being very quality and product driven, and finding his audience through that. Liberowe is similar in that sense,” says Loubaton. “We’re meant to have a Zoom call soon, but I don’t want to do a Zoom. I think I’m just going to book myself a ticket and meet him in person.” Classic Talia.
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