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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why DTC Accessories Maker Cuyana Is Going Upmarket

The 10-year-old DTC accessories brand is banking on a new line of higher-priced bags to increase customer loyalty and reposition the company as a destination for fashion-minded consumers.
A model wears Cuyana's Paloma bag
Cuyana's new $500 Paloma bag with distinct zipper details sold out three times upon its initial release. (Cuyana)

Cuyana wants to be a go-to for more than just everyday handbags.

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Further Reading

Everlane Still Wants to Be a $1 Billion Brand. Is That Even Possible?

Founder Michael Preysman and his investors are back in growth mode after implementing cost cuts and changes to the product mix last year. Whether Everlane can find a new leader to make it the sales juggernaut it's always dreamt of being will be a test case for whether late-stage start-ups can escape the direct-to-consumer curse.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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