In 2015, Jimmy, Lan and Conrad Sansone launched The Normal Brand, a fashion company focused on easy, comfortable clothing suitable for both workdays and weekends. In the nine years since, without outside funding, the brothers have opened 11 stores — in cities including Nashville and Indianapolis — and entered partnerships with retailers including Nordstrom and Von Maur. The Normal Brand, which is based in St. Louis, now sells in 500 stores nationwide.
Among the brand’s differentiators are its proprietary ultra-soft fabric, Puremeso, and its on-call influencer network — Sansone family members, including Lan, have large social followings and are regularly featured in brand marketing. The Normal Brand has seen 40% annual revenue growth since its launch, Jimmy Sansone said on the Glossy Podcast.
Also on the podcast, Jimmy and Lan Sansone discuss The Normal Brand’s strategies for fueling growth, navigating challenges and maintaining a “humble, hungry and smart” team.
Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
LVMH earnings, Thom Browne at the CFDA, Farfetch's concierge service
Arianna Casadei on modernizing her family footwear business
Week in Review: Inside all the drama at Paris Fashion Week
XRC Labs partner Diana Melencio: 'The future store is everywhere'
Week in Review: Milan Fashion Week recap and Daniel Lee’s Burberry appointment
Irina Lazareanu on the ‘indie sleaze’ vibe shift: ‘It’s not a trend. It’s a feeling of expression’
Week in Review: London Fashion Week recap
Stitch Fix's Loretta Choy: 'Every part of the work we do has had to evolve'
Week in Review: Glamour, diversity and the metaverse at NYFW
Katia Walsh on 'permeating Levi's with the best digital data and AI capabilities'
Week in Review: Kanye clashes with Adidas, brands battle discounts and the EU faces an energy crisis
NYFW designer Hanako Maeda on testing 'the limits of digital' during the pandemic
Week in Review: Celebrity brands, Savage x Fenty loungewear and the end of Allure's print edition
Harper Wilde's Jenna Kerner and Jane Fisher: 'Our North Star is to be the next market leader in intimates'
Week in Review: Farfetch's YNAP acquisition, Nike's NFT dominance, Urban Outfitters' profit losses
Bellroy CEO Andrew Fallshaw: 'We've always wanted to be an omnichannel brand'
Week in Review: Executive reshuffle, the state of resale and Outdoor Voice's possible acquisition
Atterley's Kelly Byrne and Alexandra Shulman on building a 'more user-friendly' fashion marketplace
Week in Review: BeReal, luxury inflation and the Inflation Reduction Act
Dorsey founder Meg Strachan on the perks of running a 'very lean, profitable business'
Create your
podcast in
minutes
It is Free
The Glossy Beauty Podcast
The Adventures of Huckleberry Finn
Great Expectations