When you're a young professional trying to dress well while ensuring your salary doesn't all go to fashion, Lebanon can be a tough place. Often it seems the only options are either affordable and low quality or high quality and completely beyond your budget.
Henri Miller, a Lebanese startup, recognized this problem and envisioned the opportunity to disrupt the local market. Focusing on high-quality at a price that young professionals can actually afford, co-founders Haig Kradjian and Tania Rayes launched their online fashion store last year.
Operating with the goal to "make the most comfortable shirts," Kradjian and Rayes have decided to tackle a market that they personally felt didn't cater to their needs.
"The first thing was about the clothing industry. It wasn't just about the price point. It was also an experience point of view. I was more focused on the product itself, how I could reduce the price point and make it more affordable for everyone. And Tania always used to tell me about the shopping experience. Like for example, it's always loud music and you're just structured to take something and get out. I didn't feel there was soul in anything. It had just gotten so big that it's just fashion, it doesn't have a meaning behind it," Kradjian told StepFeed.
Having launched their brand and online store with shirts that fit perfectly into a professional wardrobe while avoiding the typical stiffness that often accompanies such items, Henri Miller looks to expand into a wider range of clothing options moving forward. Based in Lebanon, the boutique shop provides a personalized customer experience where local clients order online and can expect the products delivered directly to their homes.
While the overall shopping experience is an important aspect of Henri Miller's brand, the quality for the price is also an integral part of the startups business model.
"If we design and make our own products," Kradjian explained, "we get to reduce the price point about four times. If you were to buy this type of quality shirt for example, the price point is like $250 and we are bringing it, at average, for $60 or $55."
While online shopping is still a relatively new concept in Lebanon – and the region more broadly – Henri Miller has already seen success through its emphasis on quality and customer service. Kradjian hopes to open shop in Dubai as the next step for the brand.
Explaining that their first clients have fast become loyal customers, Kradjian said, "The minute they feel it, they see it, they wear it, they are just going to stay. The challenge is explaining what is our difference."
"Every customer, who actually came to us and bought once, has been with us ever since."
Loyal customers like that are exactly what Henri Miller plans to continue attracting moving forward. If you're interested in learning more about the company or considering buying a new shirt soon, visit Henri Miller's website .