The Interview: Albaray founders Paula Stewart, Karen Peacock and Kirstie Di Stazio

Albaray, the women's contemporary brand founded by three former directors of Warehouse, has just celebrated its first birthday. The digital-first brand, which is also stocked by Next, John Lewis and Marks & Spencer, is focused on producing sustainably sourced garments that are both modern and designed to stand the test of time.

The founding trio is comprised CEO Paula Stewart, chief creative officer Karen Peacock and chief commercial officer Kirstie di Stazio. They talk to us about how they got the brand off the ground during the height of the pandemic, finding suppliers and stockists, creating the collection and the website and engaging an already loyal following of consumers and content creators.

They also discuss how the brand has fared during its first 12 months and what their ambitions are for the future.

Congratulations on your first anniversary? How does it feel to mark one year since launch?

Paula Stewart (PS): It feels amazing, the year has flown by, and we can’t believe we have achieved so much over the last year. It has been a real team effort and we are so thrilled with the customers response and the support from our retail partners.

Of course, a lot of work went into the business before it launched, can you tell us about the vision for Albaray before you launched it?

Karen Peacock (KP): We wanted to create a brand that felt authentic, so starting something from scratch meant we had a blank page. We wanted the clothes to be well made, mixing simple stylish pieces with some more detailed ‘stand out’ items. It’s very much how we like to dress – great fitting jeans and a classic sweat to gingham dresses and patchwork quilted jackets.

Everything is designed to be worn in an everyday setting, it’s purposeful, not just for best and our buzz word is versatility, always considering how things can be worn – with trainers, sandals, or heels to get the most wear and longevity from each piece.

Affordability was an important factor and sustainability had to be at the heart. It’s something we are passionate about and wanted it to be foundational to the brand.

We also wanted to approach how we work in a different way; it is important to us that the team we build can have true flexibility and bring their genuine self to the business.

You worked on the business during the height of the Covid pandemic, that must have been challenging. Can you tell us what that process was like?

Kirstie Di Stazio (KS): Our business and brand have been established virtually due to covid and the ever-changing restriction and challenges this presented. As a result, our business has been built on a very flexible working model with team members located across the country and working from their homes which helped us build a solid and consistent positive work life balance.

Advances in technology came just in time and have really underpinned our ability to make it all possible.

We have faced some big challenges too and have become used to our homes being used as creative, production and design studios and often we have lots of Albaray samples and products taking up space in out front rooms, but it’s also been brilliant to work in such an agile and hand on way.

You have achieved so much in your first year of business, what were the highlights and biggest achievements?

KP: Launching our DTC website, building it from conception to fully functioning site was a big brand moment. Also seeing Albaray stocked in leading British retailers and developing these key relationships.

The ongoing support from the industry, press and content creator community has been overwhelming and we are incredibly grateful.

Our loyal and positive customers, who give us such incredible feedback, it been amazing to build direct and fulfilling relationships with them.

Also, the dedication and commitment of our team, without whom we couldn’t have achieved so much.

On the flip side, what have been the greatest challenges for you?

PS: Like many new businesses the ongoing challenges that the pandemic presented and continues too has been unprecedented and unique.

All logistically elements have been and continue to be one of the biggest tests, but things are improving. As it has been a collective issue for the fashion industry, we have found people to be supportive and happy to share solutions which has been a positive result of this extraordinary time.

We are also a very small team with big ambitions and although small is beautiful and one of the elements that makes Albaray so special it also means the team all have to pull together to get the many jobs done.

You have most business disciplines covered with the founding trio, but which areas of the business did you find you needed help with most?

KS: As a digitally led brand we knew it was critical to bring in an expert to help build and manage our platform.

The opportunities that being digital first offers are huge for a start up brand, so getting all the right foundations to the supporting technology was key and a specialist skill we recruited for.

We have all upskilled and learnt so much along the way too which has been really rewarding.

Are there any functions, for example logistics, that you have outsourced and how has that helped?

KS: We have found an excellent distribution and logistics provider which has enabled us to efficiently deliver to our retail partners.

How did you go about finding your key suppliers, were they businesses you had known from your careers in fashion, or were they new to you?

PS: We have a small select supplier base that we are working with due to their values aligning with ours and built on relationships that span over 20 years.

Working with the right people is core to the Albaray brand and approach. Using our experience and contacts has also helped us with the pace and agility we needed to be able build the brand.

Can we talk about the collection; how do you approach it in terms of deciding which categories you want to cover?

KP: We select those categories that we believe are most important to our customer. Versatility is key and we really focus on the product we personally love too.

We focus on the ability to build an outfit but also buy selectively and add to your existing wardrobe. Our approach is very much about longevity, we want our customers to keep their Albaray pieces forever or pass on and give it a second life, this also helps us define the categories we invest in.

What have you learned from the first year when it comes to what your customer wants from you?

PS: Our customers are telling us that they want unique, well-designed, well-made clothes with longevity and really appreciate our focus on sustainability.

Pieces that offer versatility, that can be dressed up and down and offer a multitude of end uses.

A considered use of colour and prints that are unique has been key.

Dresses and denim have been very well received in our first year and we plan to continue our focus on these key categories.

You are using materials that are sustainable or excess fabric from suppliers, what are the challenges and benefits to that when it comes to creating a collection?

KS: The challenges are around the diversity of sustainable fabrics, but the environmental benefits are non-negotiable. We want to do our part, to do our bit in delivering a more sustainable fashion model.

The product line-up has grown with you, what is the ambition for it moving forward?

KS: In addition to growing all categories we are excited to launch swimwear this spring summer. Autumn/Winter will see a larger range of outerwear and sleepwear.

We are striving to offer our customers choice but making sure the category growth is aligned to our core brand values too. This means growing but at a considered and appropriate rate.

You seem to have done a great job of social media and PR in your first year, how did you manage that with such a small team? 

KP: We have been lucky to have worked with some expert PR talent which has really helped us gain recognition for the brand in its first year. We wanted to keep social media quite personal and wanted to manage this inhouse it is vital to the business and allows us to develop really meaningful relationships. It is very time consuming but so rewarding too. We have gained such an amazing following; it really feels like a community.

You all came to entrepreneurship after having huge careers with big businesses, I’m sure that helped with your success, but how have you found that transition?

PS: We have all loved the transition, the ability to work for ourselves and build a model based on our values and our learning from previous roles.

We have been able to keep all the brilliant elements from a big business approach and blend with all the benefits a start up offers, its quite a unique position and gives us many advantages.

You have a great website and some brilliant third-party retailers on board already, do you have ambitions to perhaps open your own stores moving forward?

KP: Never say never.  We all agree that the physically shopping experience can be very special and offer unique advantages. The future might be omnichannel for Albaray but currently we plan to focus on nurturing our brilliant retail partner relations and driving and improving the user experience on our DTC platform.

Now you are into your second year, what do you think the next 12 months holds?

PS: A lot of hard work, with big ambitions but a desire to hold on to the small business mentality and staying true to our values.

Find out more about the story behind the founding of Albaray by listening to our In Conversation podcast with Paula Stewart, Karen Peacock and Kirstie Di Stazio, recorded just after the brand was founded last year. Listen on demand here.