The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
SuperOrdinary, which helps brands like Drunk Elephant, The Ordinary and Super Goop enter new markets or platforms, has invested $25 million in Bangkok-based Crea, the companies announced Nov. 17, in what is being widely seen as a bid by the former to increase its reach in the lucrative Southeast Asia region.
Crea manages brands’ operations both offline and online and aims to help businesses leverage stock across physical and digital channels. Its brand partners include Kiehl’s, Lancome and The North Face. To this point, SuperOrdinary has focussed mainly on bringing brands to Amazon and the Chinese market.
The deal will see the two companies form a cross-border platform network and expand both firms’ portfolios to grow into new markets. Crea aims to continue expanding across Southeast Asia, where it plans on launching in Vietnam, Indonesia and the Philippines in the near future.
Learn more:
SuperOrdinary Adds Five New Brand Partners
The beauty company has added Herbivore, Necessaire, Malbec, Mario Badescu and Physicians Formula to its lineup.
At Egypt Fashion Week, BoF founder Imran Amed shared the origin story of BoF and reflects on the forces that will shape fashion in the coming decade.
The timeless appeal of the south Asian classic has gone global — and a new London exhibition shows how it has been reinvented.
The second edition of Oud Fashion Talks explored the forces transforming the Gulf’s fashion industry today, with key learnings from BoF Insights’ ‘Fashion in the Middle East’ report and from executives of local retailers, manufacturers, designers and entrepreneurs.
Accessible luxury and advanced contemporary brands in the US and Europe can expect greater competition from Australian labels expanding overseas like Camilla, Aje and Rebecca Vallance.