Apparis’s Lauren Nouchi: Focusing on a hero product ‘allowed us to grow the business’

Lauren Nouchi and Amélie Brick technically founded their fashion brand, Apparis, in 2016. But it wasn’t until 2018 that it took off, driven by the popularity of a single style: a colorful faux fur coat. 

“At the time, it was a third of the price of any competitors,” Nouchi said on the latest episode of the Glossy Podcast. 

Along with affordability, quality and style, the coat’s ethical materials made it a draw for both consumers and retailers. Bloomingdale’s was the first to buy into the brand, followed by Saks Fifth Avenue.  

“We had no marketing budget, so having our product in those doors helped us grow our visibility and credibility as a brand,” Nouchi said. “It would have taken us years to do that with just our DTC business.”

Today, Apparis continues to sell through retailers including Nordstrom and Elyse Walker, but the founders have upped their focus on direct-to-consumer sales; in 2023, they updated the brand’s website, among other elements, to better tell the brand story and support the direct side of the business.  

They’ve also expanded the brand far beyond a coat. According to Nouchi, outerwear currently makes up 50% of the business, followed by winter accessories and home goods at 25% each. 

On the podcast, Nouchi discussed Apparis’s evolution and strategies, including its fundraising approach, its prioritization of conscious production and its marketing plans for 2024.