Page 19 - May2021

the first US locations which launched in May that year. They were only they currently have over 700,000 engaged followers.
small, relatively short-term leases, but it was a market the brand had “Core to our success is collaborating with incredible influencers,
been keen to have a presence in and these openings marked a major or as we prefer to call them, ‘Social Publishers’. These powerhouse
company milestone. creators, who style, shoot, write and interpret our brand for their
Their boutiques are designed as a completely immersive experience hard-earned audiences. We cast influencers in our campaigns and we
that engages all the senses. They have surround sound music playing work with them in season to help new audiences discover our brand,”
in the changing rooms, bespoke scents throughout and a ceremonial McNally comments.
welcome upon entry. The CAMILLA brand is totally unique and storytelling is intrinsic
Moving forward and travel permitting, they would like to open a to the DNA of the brand. These are features that McNally feels why
further one to three boutiques in the US, potentially a second in Florida they have loyal customers and what differentiates them from other
or California, and then another in Texas where they are experiencing companies. Everything they create is strictly limited edition – they
big online demand. Longer term, they would like to combine the online never repeat the same item in the same print. They are a luxury brand
presence in the UK and Europe with some physical locations. They are that operates on weekly, limited drops, which in turn makes their
also considering joint venture partnerships to help bring the brand to pieces highly collectible.
the Middle East and Asia. “The brand is about more than just fashion though. We truly
“We have an incredibly strong design and product team inspired believe in our values and we live and breathe them. We are joyful and
by our amazing Creative Director and Founder, Camilla Franks. We unexpected. We lead with love and we fight for those who aren’t as
always strive to keep close to our customer’s changing values, so privileged as ourselves.”
often new product demand is organic. For example, our recent and The amazing and original creative concept behind CAMILLA is
commercially successful foray into CAMILLA printed bed linen evolved supported by a world-class business team. This ensures that their
from multiple customer requests to colour their homes,” says McNally. creative vision can be executed with commercial success.
Upcoming product initiatives will see the brand responding to the “Looking to the future, the excitement and challenge for us lies in
need for a more colourful men’s offering, so they are expanding this continuing to expand internationally. This may mean opening stores
range to include silk shirts, trousers and smoking jackets. They will also completely remotely – perhaps employing colleagues and contractors
be offering a more complete range of home interior options including whom we have only met online - and working with agencies that have
rugs, crockery and some exquisite wallpaper designs. deep local knowledge to tell our CAMILLA stories. Navigating the
Social media has become a core way for the business to maintain pandemic and its aftermath as a global retailer is certainly unprecedented
a connection with their customers. They work hard on tailoring – but we will apply new thinking and innovation to ensure that our
content and approach to each channel and it has paid dividends, as journey to colour the world continues apace,” McNally concludes.

Bondi Junction Pop Up,
Sydney, Australia