With its arrival in New York, the clothing brand Domenica prepares to conquer the fashion capitals
María Carolina Gutiérrez and María Paula Ramón, co-founders of Domenica. Photo: Courtesy
TL;DR
- Domenica, a Colombian clothing brand, has launched in New York to pursue international expansion.
- The brand's philosophy is 'elevated comfort,' offering versatile clothing suitable for any day.
- Domenica was founded with a global vision and has focused on quality and e-commerce growth in Colombia.
- The expansion into the US market began with 'merch' for universities, followed by direct sales.
- Key challenges in New York include the high standard of digital commerce and efficient delivery/return processes.
- Sustainability is an integral aspect of Domenica's operations, encompassing materials, processes, and social impact.
- Future expansion plans include Madrid, Mexico City, and other global fashion capitals.
- The brand's operation in Colombia relies heavily on digital sales (70%), with plans for a flagship store.
- Domenica also offers corporate 'merch' services with high-quality customized products.
- The long-term goal is for Domenica to be present in major world capitals and compete directly with international brands.