LONDON — Orlebar Brown is making waves in the luxury market. While its customers enjoy sunny getaways, the brand itself is striving to carve out its niche. Owned by Chanel, Orlebar Brown has seen a steady revenue increase of 20% each year.
The brand’s presence was highlighted at Pitti Uomo last June and again this month, showcasing its identity as a “tailoring and resort” label. This emphasizes its focus on stylish, off-duty wear for the global traveler.
The new spring collection, available soon, captures a relaxed vibe. Expect vibrant knits, playful stripes, and lightweight tailored pieces. The brand now also offers drawstring swim shorts in various lengths, offering casual alternatives to its signature bulldog trunks.
Trevor Hardy, the chief marketing officer, noted that the collection’s mood reflects the fun and adventure of fairgrounds. Majorca, where the latest campaign was shot, was chosen for its lively outdoor atmosphere.
Interestingly, swimwear only makes up about 25-30% of their offerings, despite the brand’s origins in swimwear. “We aim to dress men for all occasions, not just beach days,” Hardy explained. The focus has shifted towards trousers and shirts.
Building a reputation in ready-to-wear can be tough. But Hardy feels confident with Chanel’s support, explaining, “Chanel thinks long-term. We’re looking ahead five years.” This strategic vision has allowed Orlebar Brown to explore cashmere and fine knitwear while boosting growth in new areas.
With over 40 stores and plans for more, Orlebar Brown is ambitiously expanding. Recent openings include a store in Monaco, with more locations coming to Los Angeles, Ibiza, and Capri—where they’ve sought an ideal spot for a decade.
Their growth strategy includes targeting holiday hotspots through partnerships with luxe resorts like Raffles and Mandarin Oriental. Hardy stressed they want to remain focused on leisurewear, avoiding traditional office styles.
Orlebar Brown blends tailored aesthetics with resort vibes. Originally, the brand was about swim trunks that looked like tailored trousers. They aim to combine intricate craftsmanship with a relaxed feel, steering clear of formal attire altogether.
The brand faced challenges, especially when diversifying its product range. Hardy mentioned previous attempts at outerwear didn’t resonate well. However, partnerships with the James Bond franchise have bolstered its image and broadened its appeal.
Looking ahead, Orlebar Brown is set to release new digital and physical products connected to an upcoming Bond video game. The connection to Bond has deep roots in the brand, attracting customers who aspire to that lifestyle.
According to the latest survey from the Luxury Institute, consumers are increasingly seeking brands that align with their lifestyle aspirations. This alignment might help Orlebar Brown continue its upward trend in the competitive luxury sector.
For more about the luxury market and brand expansions, check out Forbes on luxury trends and McKinsey’s insights on the fashion industry to dive deeper into current industry dynamics.
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Chanel,James Bond,Savile Row,Swimwear
