I started three years ago with my co-founders, Julia LeClair and Mortimer Singer, who runs a company called Traub Associates, a luxury business consulting firm. I was running strategy for Burberry under Angela Ahrendts, and I became really obsessed with this idea of marketplaces. Eventually we got together and created Orchard Mile. The way that I explain it to my girlfriends is that it’s almost like having over 130 tabs open at once, but it’s one single shopping cart and one seamless experience.
To learn more about the Davids, I sat down with Mortimer Singer, Chief Executive Officer of TRAUB. Singer credits the launch of Bonobos in 2007 with triggering the ‘New Davids’ trend. “Bonobos was a seminal moment in this shift into a new era of the ‘I-brand.’ It’s about the consumer ‘laying on of hands’ to a brand. The customer becomes part of an extended tribe of people bound together by the brand. The ‘New Davids’ brands are forging the future of retail in this HENRY millennial world.”