“Our initial journey was with another shipping solution that integrated with our ecommerce WordPress site. This realisation eventually led Lioness to ShipStation, but not before some trial-and-error. We needed to be able to label quicker, pick quicker, pack quicker, and dispatch quicker.” But we began to realise that the systems for wholesale weren’t working in the same way for direct-to-consumer. “When we first started direct-to-consumer ecommerce, we were using a WordPress ecommerce site and using direct plugins. We were receiving cartons of that we were then QCing and sending out. “Our online pathway was wholesale, to ecommerce, and direct to consumer. Lioness implemented ShipStation in January 2020 after Brian was referred to the platform by the brand’s digital agency, Elephant Room. To keep up with increasing customer demand, Lioness also needed a new shipping solution that could automate the fulfilment process and improve delivery speed. We have a dedicated ecommerce coordinator and customer service, fulfilment, and picking and packing is now a separate workstream to the wholesale function.” “We still do a lot of wholesale business, but in the last two to three years we have focused on ecommerce in a very serious way. Some of its key clients include David Jones, Shopbop, The Iconic, Urban Outfitters, and ASOS. The brand is stocked in more than 12 countries worldwide and more than 1000 stores nationally in Australia. Lioness has continued to ride the wave of online success, with the label garnering a host of fans among local and international celebrities and influencers.

So when the ecommerce boom happened, we already had an established brand identity and were well positioned to ride that wave,” said Brian. “We started as a wholesaler and then became a branded wholesaler.

According to Brian Nguyen, director at Lioness, the label has significantly ramped up its direct-to-consumer business over the past three years. Founded by Wendy Lin in 2010 as a wholesale business, the label made its foray into ecommerce in 2014. If this list of accolades doesn't pique your interest enough, just wait until you scroll through the clothes.Australian online retailer Lioness has fast become a fashion force. Deiji Studios is now proudly carbon neutral and donates to charity yearly, as does iconic Aussie label Aje. Sleeping With Jacques focuses on low-impact, biodegradable fabrics and Camilla uses recycled fabrics, while Bassike uses 97% of its organic cotton-jersey to minimise waste. Our guess, however, is that beyond the beautiful clothes, it's mostly down to the fact Australian clothing brands are putting the planet – and its people – first.Īmong the businesses tackling environmental concerns, St Agni is one of the most impressive: not only does it use sustainable water-saving fabrics and work with certified ethical suppliers, it also helps fund and educate the factories that aren't quite up to scratch yet. Or maybe it’s because AAFW (Afterpay Australian Fashion Week) is bigger and better than ever (there are now 50 shows every season), not to mention one of the most diverse and inclusive fashion weeks around the globe. Perhaps it’s that Instagram has opened our eyes to a whole new world of independent labels, 24/7/365 travel and, subsequently, boho 'nomad' trends. Maybe it’s because we’re all desperate for a bit of sun after a holiday deficit. And, no, it’s not just the Aussies making up this statistic – the UK in particular is keenly pursuing the newest up-and-coming designers from Down Under.

Global searches for Australian clothing brands have quadrupled in the past five years.

Lioness fashion