Grana Leverages Logistics Savvy to Offer Luxe Essentials DTC

12/15/2015
Grana, a new online clothing retailer offering premium wardrobe essentials at low prices, officially launched with the opening of its first U.S. location, The Fitting Room at 2102 Union Street in San Francisco.

Just in time for the peak holiday shopping season, Grana is introducing U.S. shoppers to timeless wardrobe essentials created from fabrics found around the world, including Chinese silk, Mongolian cashmere, Irish linen, Japanese denim, Peruvian Pima potton, French poplin, Chinese cotton twill, Italian merino wool and Japanese chambray. Grana designs its merchandise in-house and works directly with fabric mills in order to bring the best quality clothing to customers at the best possible prices.

"Since launching in Hong Kong in April 2014, we've been eager to bring The Fitting Room experience to fashion savvy customers in the United States, and are thrilled to kick off our U.S. expansion in San Francisco this month," says Luke Grana, CEO and founder of Grana. "Our shops, both short and long term, are where the Grana experience truly comes to life, as customers can experience the brand personality in the space, interact with the team, discover our online portal, and realize that we take no shortcuts when it comes to quality or standards. We look forward to further expansion in the U.S. market in the coming months."

Grana's focus is on the essential pieces of every wardrobe – from classic t-shirts and high-rise jeans to basic skirts and dresses, men's polo shirts, chinos and sweaters. Customers can purchase women's Chinese silk tops in a variety of colors and styles starting at $29 and Japanese denim jeans in skinny and boyfriend styles starting at $49. Popular men's styles include Peruvian pima cotton polos starting at $26 and slim Chinese cotton wwill chinos for $49. For the winter holiday season, Grana has just launched its Italian merino wool collection, and introduced Mongolian cashmere sweaters and scarves for under $100.

By offering standard two-day shipping on all orders, customers can quickly receive their purchases directly from Grana's Hong Kong warehouse. This ease of use represents Grana's logistics-conscious operation and creates a clothing store that caters to a variety of different consumers including travelers, global nomads, roaming creatives and fluid-living urbanites.

At the newly launched San Francisco location, Grana is offering an entirely new way of shopping, giving customers the opportunity to interact with the apparel by feeling the fabrics and trying on the merchandise with the assistance of Grana's team of "cheetahs" to find the perfect styles and fit. Customers can then place their orders online for speedy delivery. This approach to bringing the online experience offline is based on Grana's concept of The Fitting Room, its first permanent location in Hong Kong. Since launching, Grana has also hosted eight short-term Fitting Room locations across Sydney, Singapore and Hong Kong.

The brand has additional plans to expand across the United States in 2016 and increase its presence through launching more locations of The Fitting Room.
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