Page 29 - February 2021

Discussing how the current market conditions have “Ultimately we think that having a great product, for a
made the business re-evaluate its key objectives, Holmes friendly price and doing what we can to be as responsible
explains that for all brands in their sector, the importance as possible will resonate with a base of people of which
of their online presence is now more pivotal than ever. we also belong to,” Holmes comments.
Whilst its online platform has always been a major focus Keeping in-line with the explosion in social media and
for Wax London, the Covid-19 pandemic has reaffirmed the the important role it plays in the modern retail world,
importance of this medium and dealing directly with their the business has recently employed a digital marketing
customers online. manager, who is currently developing the digital footprint
During these difficult times, the company has made sure of Wax London, which Holmes reveals is an exciting
that all the people around them are safe and well and that process to watch as it unfolds.
they continue to operate in a safe manner. “We have been As the interview neared its end, one of the last
really lucky to experience a lot of growth over the last year, questions we put to Tom was, what does he believe the
so we have been able to focus on growing the team and ethos of the brand to be?
getting all the fundamentals in place for what we hope to be “To be inclusive not exclusive and make products in as a
a really great year for the brand,” Holmes says. responsible way as we can, as well as having fun doing it. It
For the coming months, excitement is brewing around the is really all about sticking to our core values and delivering
next two collections the brand has coming up. SS21 will see these across all of our platforms.”
Wax London introduce some great new sustainable fabrics Holmes feels that the company has enjoyed some early
in their shirt category, whilst their next winter collection success because of the above and also because they
is looking to be its best to date. They are also looking to do not have a pretension to what they are doing. Wax
expand internationally through their website and they are London makes products that people want, at a good and
bringing their internal systems up-to-date to help facilitate fair price and this remains the most important thing for
the growth they are experiencing. the company as they move forward in these strange and
“For us the US is a major target, as well as getting more of unusual times.
a foothold in Europe, the main issue is of course Brexit at the
moment, so we are just trying to get to grips with that and
then we can look further afield,” explains Holmes. “For us the US is a major target, as well as
After quickly establishing a strong presence across getting more of a foothold in Europe, the main
international markets, Wax London aim to maintain its
market position by making products that last and are issue is of course Brexit at the moment, so we are
seasonless. This is what Tom and the great creative team just trying to get to grips with that and then we
at the company, headed up by Creative Director and Co-
Founder Steffy Neceva believe in and think will set them up can look further afield”
to be in existence many years from now.

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