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Paloma Wool’s Next Chapter: From Digital Favourite to IRL Expansion

Paloma Lanna’s Spanish DTC brand caught fire online by blending Mediterranean breeziness with downtown cool. Now, what started on Instagram is opening its first physical stores — in New York and Barcelona — and targeting $23 million in sales this year.
“These physical spaces are so important – they allow us to exist beyond the digital screen," said Paloma Wool founder Paloma Lanna, here pictured in the New York store. (Justin Leveritt)
“These physical spaces are so important – they allow us to exist beyond the digital screen," said Paloma Wool founder Paloma Lanna, here pictured in the New York store. (Justin Leveritt)
By
BoF PROFESSIONAL

It was a Monday afternoon when Paloma Lanna, founder of Paloma Wool, picked up the phone from her home in Barcelona. Lanna was six-and-a-half months pregnant, had just landed from a transatlantic flight and was on the brink of opening her brand’s first permanent retail locations in two major cities: New York and Barcelona.

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Further Reading

How Brands Keep Customers Loyal in a Polarised World

With many labels investing in the concept of 'community', and consumers becoming more sceptical of the brands they buy from, companies are pushing local events and initiatives that reinforce their values to maintain a grip on die-hard fans.

How the French Do DTC

Sézane, Rouje and Polène are leading a wave of French direct-to-consumer labels that are gaining global traction with products that trade on the country’s style authority at a fraction of luxury prices; brand identities that are distinctive, but rarely niche; savvy community building; and a mix of physical and digital retail.

About the author
Simone Stern Carbone
Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

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