Born in San coast brand and a former fashion buyer in NYC, Emily discovered early on the joy of finding unique treasures to wear that felt one-of-a-kind. After moving to Connecticut with three kids, she started coast brand out of a desire for effortless warm weather staples that were beautiful yet easy and accessible price points. She missed summer during the long New England winters and wanted to bring that casual Northern California vibe to her wardrobe.
The first lesson is that to be resilient in the face of challenges, businesses must have a guiding principle they can lean on. Henry’s nimble approach to business allowed him to adapt to the needs of his customers, which in turn enabled the company to weather many storms over the years. For example, when a major customer threatened to drop the company due to its reliance on an older technology, Henry asked for a few months to institute reforms. This was enough to persuade the customer to stay, and it also showed him how a focus on product innovation can provide a competitive edge.
Stylish Comfort: Unveiling the Allure of White Beach Pants for Your Coastal Getaway
Today, coast is owned by Boohoo Group, which includes Boohoo, Misspap, Dorothy Perkins, Karen Millen, Warehouse, Pretty Little Thing and more. While the brand’s products are not certified as organic, ethical or sustainable, it does have a good reputation for being transparent and honest with its customers, offering a size guide for every piece on its website. The company has also committed to support its suppliers and workers by not using any wool from animals that have been reared in conditions that are likely to cause cruelty or discomfort.