The Normal Brand’s Jimmy and Lan Sansone: ‘To build a lasting brand, you need a brick-and-mortar presence’

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. 

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