An affordable and trendy clothing store in Bowen Hills is experiencing massive growth in sales and staff despite the coronavirus pandemic, thanks to a major boost from celebrities like Ariana Grande and Gigi Hadid.
Verge Girl is fast becoming a favourite label of young women, particularly in the U.S., after big names like Ariana, the Hadid sisters, Kendall Jenner, and Kourtney Kardashian were caught wearing the brand.
Grande, for instance, posted a photo of herself wearing one of Verge Girls’ creations on her Instagram account. The outfit, Holidaying In Italy Knit Set ($119), immediately sold out.
Verge Girl founders Natalia and Daniella Dionyssiou said that orders continue to come in when other retailers are struggling in this pandemic crisis. More than 60 percent of their sales come from online U.S. customers and whilst shipping may cost more, the demand for their items is greater.
Part of the appeal of their brand is affordability and style, with new designs coming out every week. The sisters also believe that they click with consumers because of trade directly to their target market. Their designs are not meant for selling someone else’s products. Apart from these reasons, their social media strategy is unshakeable.
Natalia and Daniella credit celebrity stylists for lending credibility and exposure to their brand. It’s these stylists who have reach out to the sisters for the clothes and the duo sends anything they like.
Verge Girl opened its first store in Brisbane in 2007. Natalia and Daniella were 17 and 19 at that time but their small fashion house in the city was always “crazy busy.” They transitioned to a fully operational online business in 2013 and maintained the warehouse in Bowen Hills.
Natalia and Daniella recently expanded this warehouse as the demand grew. Whilst there might be a chance of setting up in the U.S., the sisters said that they will still remain a Brisbane-based team.
“We are definitely here to stay. Brisbane is home.”
