A Journey from Amazon to the Runway
Coofandy and Ekouaer’s rise from online platforms to the prestigious NYFW stage.
Coofandy and Ekouaer debut at New York Fashion Week, showcasing innovative designs. Both brands, launched on Amazon, are expanding globally, leveraging data-driven strategies and exploring new sales avenues beyond e-commerce.
As the fashion world eagerly anticipates the upcoming New York Fashion Week, two rising stars are poised to make a splash on the global stage. Coofandy, a leading international menswear brand, and Ekouaer, a chic women’s sleepwear label, are set to debut their collections at the iconic Cipriani at 25 Broadway on Sunday, September 8, 2024. This event marks a significant milestone in their ambitious global expansion plans.
A Journey from Amazon to the Runway
Both brands launched in 2015 with humble beginnings on Amazon, quickly capturing the attention of fashion enthusiasts worldwide. Coofandy, initially offering a range of business shirts and suits, has since expanded its collection to include casual knitwear, tuxedos, and beachwear. The brand’s meteoric rise saw revenues skyrocket from $6 million in its first year to an impressive $200 million by 2023, driven by its strategic expansion into European markets.
“Our rapid growth is attributed to our data-driven product development and sales strategies,” explains Silvia Zhang, Coofandy’s Brand Manager. “Our in-house product team of 15 specialists works tirelessly on big data initiatives, allowing us to turn designs into products in just one to two weeks. This agility gives us a significant market advantage.”
For their NYFW debut, Coofandy will present 40 captivating looks, with a top supermodel set to open the show—a detail shrouded in secrecy until the big night.
Ekouaer’s Elegant Evolution
Ekouaer, known for its stylish and versatile sleepwear, will showcase 20 womenswear looks that highlight the brand’s commitment to comfort and style. “The 2025 Spring-Summer collection is designed for the fashion-forward, free-spirited woman, who values comfort just as much as style,” says Roger Luo, Ekouaer’s Brand Director. Like Coofandy, Ekouaer promises a surprise supermodel to grace the runway as the opening act.
The brand’s journey from Amazon to its own official website in 2021 has been marked by impressive growth, with annual revenues reaching $265.8 million by 2023 and a loyal social media following of over one million.
A Collaborative Creative Vision
In preparation for their NYFW debut, both brands have enlisted the talents of Italian graphic designer Isabella Cortese. With a background at Moncler and now based in Barcelona, Cortese has crafted 28 looks—18 for Coofandy and 10 for Ekouaer—emphasizing a blend of minimalism and the serene beauty of nature.
A New Chapter in Global Fashion
With a formidable international presence in over 30 countries, Coofandy and Ekouaer are leveraging innovative, data-driven production techniques to solidify their positions in the e-commerce fashion markets of America and Europe. Their NYFW debut heralds a new chapter in their journey toward broader global acclaim.
“Amazon provides an excellent platform for brands like Coofandy and Ekouaer to connect with and serve a global audience. However, establishing strong brand identity and fostering loyalty presents ongoing challenges,” says Oliver Chen, Founder of Coofandy and Ekouaer. “Coming to New York Fashion Week jumpstarts our branding growth efforts and heralds a new chapter for both brands.”
Looking ahead, the two brands are exploring avenues beyond conventional e-commerce, including direct-to-consumer sales and brick-and-mortar establishments, embodying a strategic diversification that promises to redefine their market trajectory.
Source: China Fashion Collective
