Image: When we used to rely on retailers back in 2023. A crowded retail display with our bags placed amongst mismatched styles. The contrast highlights how our bag feels out of place, making it hard for its distinct voice to stand out.

Dear Subscriber,

This is Julie, founder of Julhs. When I worked in the fashion industry, it seemed like every brand followed the same playbook: relying on large retailers to grow. Whether it was budget-friendly giants like Target and Primark, contemporary department stores like Nordstrom or Selfridges, or luxury platforms like Net-A-Porter and Farfetch, getting into these stores felt like the ultimate goal.

It sounds like a dream, doesn’t it? Immense exposure and access to established audiences are tempting, which is why so many young brands leap at the chance. But this opportunity often comes with hidden costs—costs that can feel impossible to bear.

Retailers often impose unfavorable terms: no prepayments, leaving brands to produce goods at their own expense, or NET 60 payment schedules, meaning brands wait 60 days for payment after delivery. And if products don’t sell? The burden often falls on the designer to take back unsold inventory. For young brands, already juggling tight cash flow, this can be crushing.

But can we truly blame the retailers? They’re grappling with their own challenges, as evidenced by the closures of even beloved stores. Testing new brands is part of how they survive. It’s a complex, high-stakes system that doesn’t leave much room for fairness.

At Julhs, we’ve chosen to prioritize a different path: DTC (direct-to-consumer). I’ll share more about why and how in my future email.
Thank you for reading this far. 

Warm regards,

Julie