How to Run a Profitable Cult Fashion Brand w/ Jana Sascha, De La Vali

Jana Sascha started De La Vali selling dresses from the back of a car in Ibiza, to anyone who would buy them. Nearly ten years later the brand is stocked by its dream retailers, worn by Kate Moss, and online sales are up 300% in a year. So how do you actually make a fashion brand profitable?

This week Poppy sits down with Jana Sascha, founder and creative director of De La Vali. Jana breaks down the real numbers behind scaling an independent fashion brand, from a first collection sewn on a shoestring to a restructure and back to profit.

In this episode:

◼️ How much it really costs to start a fashion brand

◼️ Why on-time delivery decides whether your stockists keep you

◼️ How shifting from wholesale to 60% direct to consumer can transform a business 

◼️ How a spare dress handed to Kate Moss at a party changed the brand's trajectory 

◼️ How to pick the most important first hire for a small brand

◼️ Why giving retailers a 2.4 to 2.8x margin can still make you money

◼️ Why Jana now keeps De La Vali privately funded and running on its own profits

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