First time in Dubai, founder of Moda Operandi Lauren Santo Domingo is positively giddy to reveal the news that they have launched a whole new part of the business dedicated to everything fabulous for your home.
“We were talking about adding a new category and Home was the last thing we were thinking of doing, and this week we did so much sales, so we all decided that we are launching into Home. Based on our intelligence from the past three collections with Cabana and what we’ve done this week, we are launching into a full blown Home section in June.”
Speaking exclusively to us about this latest venture, she reveals that she has been thinking about this new addition to the platform for some time, and finally the right moment came with shoppers in the Middle East proving to be the most enthusiastic:
“One of our biggest customer basis for Home are from this region and what’s fascinating is that in Hong Kong or New York, women are buying things for sets of four, and here they’re buying sets for 300. It’s incredible. It immediately resonated with this region.”
Expanding into a more lifestyle destination seemed like a no-brainer for Domingo and she is determined to nurture the brands they have on board, and encourage other names to start offering homeware to their clients.
“We have a lot of fashion designers that we’re working with that want to grow their business and we are able to say to them ‘well lets look at the designers in the past, lets look at your business, you’re launching into Home, you’re a lifestyle brand now’. And we can help support them in a meaningful way and we have the data to really support them and they all have a unique point of view.”
So is this the next major step other designers should be considering? Domingo thinks so:
“A lot of the designers that we are working with, although they may be considered new like Erdem, Emilia Wickstead, Proenza Schouler, a lot of them are 10 years old and this is exactly the next step for them.”
Some of the Home collection is available online now with the full range launching in the summer. Make sure to pick up our June issue to read the full interview with Lauren Santo Domingo where we further discover the universe of Moda Operandi.