Rae and David Liu, the brother-sister co-founders behind luxurious leather-based equipment model Leatherology, “had the entrepreneurial bug” from a younger age — however they did not make the leap to enterprise possession straight away.
Picture Credit score: Courtesy of Leatherology. David and Rae Liu.
Initially from Dallas, Texas, the siblings’ early work experiences took them to New York and elsewhere: Rae launched a profession within the style business whereas David developed experience in promoting, advertising and marketing and gross sales.
In 2001, their father, David Liu, an entrepreneur himself, formally integrated the vertically built-in ecommerce firm DC Worldwide. With complementary skilled ability units below their belts, the siblings determined to start out a direct-to-consumer model below DC Worldwide’s umbrella: Leatherology.
“We personal our manufacturing in China, and it is actually distinctive as a result of it is ours, wholly owned, and solely produces for [our brands],” David says. “In order that makes us end-to-end. Leatherology is constructed on high of that. [Entrepreneurship] runs in our blood, and it is introduced us to the place we’re immediately.”
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Rae’s work within the equipment house sparked her preliminary imaginative and prescient for the model. She had a deep understanding of leather-based merchandise and the way the business labored, however the price of high quality items remained a barrier for a lot of customers, together with herself.
“I discovered myself in my 20s, working lengthy hours within the style business, and realizing that I might by no means afford the luggage that I used to be engaged on,” Rae remembers. “Worth level and high quality had been actually essential to me. I believed that there [had to be] a greater method.”
Picture Credit score: Courtesy of Leatherology
Rae needed Leatherology to supply high-quality, timeless leather-based designs at an inexpensive worth, on to customers, and she or he requested David if he might use his promoting background to assist. After all, David agreed. The duo launched the enterprise in 2008.
Within the years since, Leatherology has grown into an 8-figure model, even amid provide chain volatility and financial uncertainty.
Entrepreneur sat down with Rae and David to study extra about their profitable progress methods — and what’s subsequent for the model.
1. Self-fund and personal the method
Leatherology has been self-funded from day one; with out outdoors funding, the founders can all the time make selections which are within the enterprise’s greatest curiosity.
”We speak about it [like] we’re constructing the home we wish to stay in, not the home that we’ll flip after which attempt to promote for essentially the most sum of money,” Rae explains. “It signifies that we make strategic selections and make investments very closely in issues that you simply would not for those who had been on the lookout for an exit.”
Within the founders’ view, good progress is “gradual and regular”— and interprets to “absolute freedom.”
”We pleasure ourselves on sustaining a worthwhile enterprise,” David provides, “one that may climate ups and downs through the years. We have been capable of flip a revenue yearly, and it permits us to essentially take into consideration the enterprise selections which are going to be good for our longevity.”
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2. Lean into high quality and what units the product aside
From the very starting, the founders prioritized high quality craftsmanship and monogrammed personalization in Leatherology’s merchandise.
The model first utilized blind stamping, the place initials are pressed into the fabric, then launched foil to its designs, increasing to incorporate totally different colours and font choices.
“We have been doing hand portray for years,” Rae says. “Lots of people within the house do digitally printed personalization. You often solely see the luxurious homes nonetheless doing hand portray, however we have sort of caught to our weapons — [and to] this concept of craft. So that is what we’re nonetheless doing. We’ve artisans who paint every letter, and we’re really about to develop that assortment with extra fonts and letter sizes for the primary time shortly.”
The vertical integration mannequin makes that spotlight to element and stage of personalization potential, the founders say. Leatherology can be about to launch an choice for customized artworks, permitting folks to add their very own designs — for instance, a handwritten be aware — to characteristic on the merchandise.
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Picture Credit score: Courtesy of Leatherology
3. Do not underestimate the worth of diversified advertising and marketing
Leatherology did not depend on social media for its progress within the early days; as a substitute, the founders laid the muse for the model, then diversified its advertising and marketing channels.
The model has a “sturdy” B2B enterprise, working with Fortune 500 firms and small companies alike to place their logos on merchandise that they present to shoppers and workers.
“ Numerous our customers who’ve been with us for years, their first time listening to about Leatherology was really [when] receiving it as a present,” David says. “That has actually yielded [growth from] phrase of mouth, which is crucial and least expensive type of advertising and marketing you could find. So we’re leaning into gift-giving. We’re doubling down on that as we go into this vacation season, creating extra giftable, curated moments.”
David even remembers one time when he met with a consumer whereas at Google and talked about his household’s model: A girl pulled out her personal Leatherology bag, stated she’d acquired it as a present and had been giving one to everybody — an ideal instance of that “snowball impact.”
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Now, because the model continues to develop, Rae and David are excited to pursue Leatherology’s worldwide growth and double down on its dedication to innovation and customization.
“ I actually wish to personal the personalization house,” Rae says. “I wish to change into often called the go-to, that we’re doing issues higher than others in a method that’s extra accessible. We stay in a really consumerist society, and I clearly would love for folks to purchase higher and devour higher and never purchase a budget stuff, however purchase one thing that is going to last more from us.”
Picture Credit score: Courtesy of Leatherology
What’s extra, the founders say that working as a household enterprise offers them a definite benefit, particularly as their long-term targets and pursuits have all the time aligned.
“It is humorous, our father says, ‘You guys can argue about something however do not ever combat about cash,'” David says, “[and] that is one thing we simply by no means argue about. We wish to construct this firm, and we’ve got the identical drive and motivation to take action. As Rae stated, we wish to construct this home. In the end, having that long-term alignment is difficult to copy with somebody who is not your personal sister.”
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