Haney F/W 2017

Los Angeles-based luxury ready-to-wear label Haney has appointed former The RealReal executive Jennifer Oh to the newly created role of president, effective immediately. Oh will oversee all aspects of the brand on a global level, focusing on expanding its online direct-to-consumer channel and continuing to grow Haney’s international retail network.

Haney, founded in 2013 by former stylist and GQ West Coast editor Mary Alice Haney, began as a pure play e-commerce brand focused on customizable luxury dresses. After a few seasons, a restock-able range was picked up by Net-a-Porter and the label began wholesaling to Saks Fifth Avenue, Neiman Marcus, and Elyse Walker.

“With our wholesale plan, I wanted every partner to also be online, or an e-commerce site like Shopbop or Farfetch. Our business has become 80 percent online sales,” said Haney, who noted year-over-year growth of 50 percent each year.

Mary Alice Haney

Haney founder Mary Alice Haney 

This past season, Haney expanded into international markets with Browns in London and Harvey Nichols in the Middle East, and next season the collection will also be available at Intermix and Kirna Zabete.

Her efforts were helped in part by a social media campaign and authentic marketing, but she believes it’s time to grow her direct-to-consumer channel as well.

“I want to go back to what we started with in the beginning — our ambassador program and customization. We will be offering unique, Made in L.A. styles to that channel, such as customize-able caftans and floral designer Jeff Leatham’s first fashion collaboration, a floral print,” she said.

“When I moved to Los Angeles, I wasn’t keen on jumping back into fashion because I was more interested in the consumer tech scene. But I was convinced to join Haney because they have a different vision of where and how to grow the brand. It’s an example of not needing first-mover advantage because our customers are teaching us a lot,” said Oh.

Among the learnings are that mothers and daughters like to share clothes, so Haney is offering more daytime and casual evening styles in the $500 to $1,000 range as well as red carpet gowns in the $3500 and up range.

Prior to her new role, Oh held positions in online and international retail at Cole Haan and Armani Group in New York and most recently The RealReal in San Francisco. Oh will report to founder/creative director Mary Alice Haney.

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