SIZING UP: New York e-tailer Of Mercer has launched extended sizing on many pieces in its existing line in a bid to broaden the brand’s reach.
The company, which previously offered styles from 00 to 14 and is now offering up to size 20 in about 20 of its stockkeeping units, following about a year developing the expanded sizing.
Everything the company sells on its site and New York store is designed and made in New York, using Italian wools and specialty fabrics from Japan. The line retails for under $250.
Cofounder Dorie Golkin Smith said the expanded offering is likely to become a sizable driver of sales, noting it could help double the company’s revenue. The privately held business does not disclose financials. Of Mercer about a month ago raised a friends and family round, which will help as the company looks to scale its physical presence in the country with temporary shops.
Of Mercer could open as many as five pop-up doors over the next 12 months to test demand, taking the concept to major cities and markets where it’s already seeing a loyal following online. Washington D.C. is the company’s second best market after New York, with Los Angeles also in the top five, Golkin Smith said.
Feedback from customers since the New York store’s opening that the Of Mercer site didn’t present the brand as well as in real life led to a recent relaunch of the web site. Of Mercer started as a means of providing workwear staples with the customer sweet spot ranging from women in their late 20s to early 40s. “They’re hungry. They’re ambitions and they’re confident, so we want that personality to come through [online] a little bit more,” Golkin Smith said.
Brick-and-mortar stores, based off the performance of New York, also appear to help in bringing in a new, older customer, according to Golkin Smith.
“Our in-person customer is a little bit older than the online customer. That didn’t surprise us completely,” she said. “We’ve seen our customer base get a little bit older and we’re also introducing more styles and silhouettes that make older women more comfortable. We’re developing clothes to make sure our customer age range is growing and growing.”