Published
May 31, 2017
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Australian brand Showpo turns focus to LA

Published
May 31, 2017

Showpo, an affordable Sydney, Australia-based ecommerce brand, is turning its focus to LA as its next market.

Showpo


Showpo began selling in the US in 2012 through social channels. As founder Jane Lu posted style pictures of denim, swim and maxi dresses, she saw interest from LA consumers. She saw a market for her brand in California and began shipping to the US.

Her brand is now worth over 22 million US dollars, and forecasts that nearly half of her business could come from California by 2020. Her growth indicates that could amount to over 37 million in US and California sales alone, contributing to half of a future company value of 74 million in the next three years.

To help Showpo dig deeper in the LA market, Lu has plans to hire five full time employees based in LA by the end of the year. Lu intends to hire a buyer to lead merchandising and round out a beach and lifestyle focus for LA. Since Sydney and LA are in opposite hemispheres, while there is a certain overlap, the brand's Southern Hemisphere focused seasonal offerings are not consistently on point for the LA market.

While Showpo plans to grow geographically, it will not add brick and mortar retail. Instead it will continue to be an ecommerce brand where it has seen much success. It currently has over 1.2 million Instagram followers.

Lu mentioned that she "saw a lot of Showpo clothes at Coachella" which she attended earlier this spring. In addition to festival pieces, Showpo also makes women's office wear and prom dresses. Its collections are consistently priced around the $40-$60 price range.
 

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