For those questioning the status of entrepreneurs in today’s business landscape, a glance at Jade and Grant Goulden’s schedule reveals much. The sibling co-founders of Jaded London, a trendy clothing brand admired by celebrities like Taylor Swift and Lenny Kravitz, are currently on an extensive “world tour.”

During our conversation, the Gouldens shared insights from their recent five-day pop-up event at New York Fashion Week. This pop-up experience is set to return to London for Black Friday and to leverage the Christmas shopping rush, followed by an Asian tour early next year, which will include stops in Shanghai, Tokyo, and Seoul. The tour will continue in Miami for spring break, culminating in participation at California’s Coachella music festival in April.

Their approach combines online sales with strategic pop-up locations, generating significant returns. Since our last interview for the How I Made It series two years ago, their turnover has soared from £20 million in 2022 to an impressive £40 million for the year ending July 2024, with nearly 50% of sales now originating from the United States.

“Pop-ups are an excellent method for making a splash in new markets and expanding our reach,” Grant, 32, explained, noting the success of their New York event in the SoHo neighborhood. “We welcomed 880 visitors each day for five days, which was an extraordinary turnout.” Singer Lenny Kravitz attended a press evening and was spotted wearing one of their leopard print tops during a performance in Singapore shortly after. “We also hosted a rave for 1,000 attendees, which was wild. Our strategy has been to showcase our apparel at the pop-ups while also organizing events with top DJs and unique drinks offerings.”

Their method marks a departure from their initial focus when they launched the brand 12 years ago. Grant recalled, “Initially, we concentrated on retail. Opening our concession in Topshop was a pivotal moment, as was securing a place in Selfridges. Then, the pandemic propelled online businesses forward.” However, as online sales growth slowed following the pandemic surge, brands were challenged to maintain customer attraction and retention.

“Many brands are shifting funds from paid advertising and digital marketing into physical retail, particularly through temporary spaces rather than permanent ones,” noted Grant. For brands like Jaded London, which primarily targets younger consumers who are active on social media, pop-ups enhance engagement and drive sales without the complexities associated with permanent storefronts.

Temporary locations allow for experimentation with different themes; the New York pop-up featured a “romance” theme complete with a “kiss cam” that showcased photos of couples who kissed while waiting in line.

The strategy for Asian pop-ups differs slightly, acknowledging that the Gouldens are still getting to know this market. Consequently, they have allied with respected and trendy concept stores such as Empty in Seoul, ENG in Shanghai, and Nubian in Tokyo, which promote both local and international designers.

Jaded London has consistently enjoyed a celebrity fanbase across different regions, and the influence of Asian celebrities can significantly boost engagement. For instance, when Jennie Kim, a member of the K-pop group Blackpink, posted a photo wearing a red football shirt from Jaded to her 85.5 million Instagram followers earlier this month, it resulted in a remarkable 244% increase in website traffic.

To support their ongoing expansion, the company has been strengthening its management team by appointing Stephen Geater as the chief financial officer. Geater brings valuable experience from his previous roles at Lulu Guinness and Charles Tyrwhitt. The Gouldens also anticipate adding a new commercial director to lead their ventures into Asian markets.

While the new executives will provide the essential business acumen for sustained growth, the inspiration for the brand’s designs stems from the founders and their youthful team. As Jade, 35, explained, “The average age of our 65-member team is about 25. While we aim to stay contemporary in our designs, we also focus on identifying talent within our team. Although we may not be the same age as our target customer, we have a keen sense of emerging trends and hire accordingly.”