The Interview: MERABI's Nadine Merabi and Blue Wilson on their ambitious plans for 2024

In 2016 Nadine Merabi turned to fashion design after a successful international career in sport as she felt there was nothing on the market she wanted to buy, which is to say stand-out designs, made to last and at an accessible price point.

She and co-founder Blue Wilson (they are creative director and CEO of the company respectively) pooled their respective creative and business acumen to create MERABI and the brand is now a go-to for parties, red carpets and eveningwear for a legion of women, including many famous faces.

Following a successful first foray into retail via pop-ups on London’s South Molton Street and Manchester’s St Ann’s Square for the festive season, the brand is entering 2024 with plans for further pop-ups and a move into wholesale.

Merabi and Wilson talk to TheIndustry.fashion to explain their plans.

Before we get into the detail of the brand, Nadine, can we please look at your background. You are a hockey player turned designer. That’s quite a career shift, tell us what prompted you to do that.

Nadine Merabi (NM): I played hockey professionally for 10 years at international level, whilst also working alongside in the events industry. My hockey career came to quite a natural end, I had played for long enough and decided it was time to move on. It was whilst working in events that I decided I wanted to move into fashion and clothing.

Your designs have a very distinctive aesthetic, what was the gap you saw in the market at the beginning?

NM: Quite simply I couldn’t find anything that I wanted to wear anywhere. I felt there was a real lack of stand out, quality designs that would make woman feel confident so that’s the gap I wanted to fill.

Nadine Merabi designs in the London pop-up

How would you describe the Nadine Merabi look?

NM: I would describe our look as luxury, unmistakable pieces that are timeless classics that you can reach for again and again for all the special moments in your life. MERABI is about creating beautiful memories and that inner feeling of confidence you get when a total stranger comes up to you and tells you how amazing you look. We want to empower women through our designs, because when you feel good, you'll look even better.

Could you give us some insight into the manufacturing process please? Where are you making your garments?

NM: Our in-house team initially develops our custom-made fabrics that are exclusive to our brand and used on so many designs including the Kira crepe fabric with shimmering crystal embellishment and our bespoke sequinned Lucinda jumpsuits.

Developing all of our fabrics in house like this allows us to push the boundaries of design, ensuring that our pieces are not only aesthetically stunning but also crafted with precision and care.

We then work really closely with a small handful of manufacturers based in China, Turkey and India that share our commitment to excellence to produce our designs and fabric innovations in the quantities we need.

We are particularly conscientious about the environmental impact of our production processes, and we actively work to minimise wastage. Quite often the demand for our designs will outstrip supply, with pieces selling out within hours of going live on our website, but our team is dedicated to keeping orders tight, strategically managing inventory to reduce excess and avoiding unnecessary waste.

Given the quality, the garments are very fairly priced. You could have gone for a much higher price point, but you kept it accessible. Why was that important?

NM: One of the fundamental principles guiding our brand is a commitment to inclusivity and empowerment. From the beginning, it has been my vision to create fashion that not only embodies elegance and craftsmanship but is also accessible to a diverse range of individuals. I firmly believe that high-quality, meticulously designed garments should not be exclusive to a select few.

By keeping our prices fair and accessible, we can reach a broader audience and continue to share in those special moments of celebration in our customers lives. Fashion is a form of self-expression, and we want to empower individuals from all walks of life to embrace their unique style.

I’ve seen celebrities as diverse as broadcaster Claudia Winkleman and tennis star Aryna Sabalenka in your clothes, how did you get such a strong and high profile following?

NM: Our social channels have always played a crucial role in showcasing our designs and catching the attention of celebrities who appreciate our commitment to craftsmanship and individuality. Whether it's a red carpet event or a casual outing, our pieces are designed to make a statement and have that real wow factor.

Our incredibly talented team actively engage with stylists, fashion influencers and celebrities who all play a pivotal role in introducing our brand to a wider audience. We’ve managed to nurture a lot of our relationships organically and it is a result of staying true to our brand identity, embracing diversity, and fostering authentic connections within the fashion and entertainment industries. It’s always so exciting to see our designs worn by incredible women like Claudia and Aryna and we’re always so grateful for all the support we get.

The London pop-up was the brand's first move into retail

After seven years you have made your first foray into physical retail, what were your hopes for the South Molton Street and Manchester spaces?

Blue Wilson (BW): With the South Molton Street store, we worked to cultivate a welcoming and immersive environment that reflects the essence of the Nadine Merabi brand. This physical presence allowed us to deepen our relationship with our customers, providing them with a personalised and curated shopping experience. We want our stores to be a place where customers can not only discover our latest designs but also gain insight into the inspiration behind our creations, fostering a sense of connection and loyalty.

Ultimately, our goal with the South Molton Street pop up was to bring the Nadine Merabi brand to life in a way that transcends the digital experience. We are excited about the opportunities this physical retail space presents and look forward to creating memorable moments with our customers in the heart of London.

The opening of the store in Manchester was a truly significant moment for us as it’s the birthplace and the heart of our brand. Manchester is an incredible city with a real rich fashion retail history. It holds a special place in our story so opening a store here was a homecoming for us.

Which designs excited customers in the store the most?

We had a fantastic product mix of our core best sellers and our most recent Autumn Winter collection available in store. Our classic Bella jumpsuit proved to be a real favourite for our customers in the store along with our newer Katarina and Luna jumpsuit styles. Both of these pieces were worn by the amazing Claudia Winkleman during Strictly. She just made them look so effortless and cool and they have been flying off the shelves ever since!

You’ve said this is part of a wider brand activation plan that will see a move into wholesale and more pop-ups, are you able to share any more on that at the moment?

BW: Currently, we are in the process of formulating a comprehensive plan for wholesale partnerships and identifying key locations for pop-up spaces in major fashion capitals around the world. While I cannot provide specific details at this moment, I am excited to share that we are diligently working on bringing these plans to fruition in 2024 and beyond. The goal is to strategically position Nadine Merabi in prominent retail spaces, allowing us to connect more personally with our incredible community.

We used our London and Manchester pop-up ventures as valuable opportunities to gather insights and refine our retail strategy for the coming year. Each step contributes to the formulation of a robust plan that aligns with our brand vision. The success of 2023 has been exceptional, we closed out November as the biggest month in our brand's history, a testament to the resonance of our designs and the loyalty of our growing customer base. This positive momentum sets the stage for another remarkable year in 2024, and we so excited about the opportunities that lie ahead.

Merabi in the London pop-up

Why do you think it’s so important to add physical retail to your channel mix now?

BW: We’ve seen such huge success as an online retailer and have been able to build a prominent brand within the digital space but we recognise the significance of connecting with our community in real life moments. Our entry into physical retail is a strategic move to create brand experiences that go beyond the digital realm.

Retail stores allow our clients to see and experience the product in real life outside of our online platform. Customers can get a true feel for the materials, fit and quality of our designs.

How have you gone about finding your customer and do you find customers are loyal once you get them on board?

BW: We leverage a combination of digital and social media platforms, influencer collaborations, and strategic partnerships to reach our target audience.

Understanding the evolving landscape of consumer behaviour, we have embraced e-commerce channels and utilised data-driven insights to tailor our marketing efforts effectively.

In the last half of this year we’ve put a real focus on realigning to the reality of our luxury proposition. Through developing engaging content, storytelling, and immersive experiences on our digital platforms, we aim to resonate with individuals who appreciate the values and aesthetics that define Nadine Merabi. This has helped us achieve a 63% New Customer ratio YTD, demonstrating our ability to continuously onboard new customers to the brand against a challenging retail landscape.

Once we welcome customers into the Nadine Merabi community, our focus shifts to building lasting relationships. Customer loyalty is a cornerstone of our brand philosophy. We achieve this by consistently delivering on our promises – offering high-quality, beautifully crafted garments that align with our brand identity.

NM: As a team we really strive to create timeless designs that transcend seasonal trends, that our customers will want to invest in and reach for again and again, year after year. This commitment to enduring style and lasting quality contributes to the loyalty of our customer base. We also regularly introduce new collections and limited editions, providing our customers with fresh and exciting reasons to stay connected with us.

Ultimately, our goal is not just to acquire customers but to establish lasting connections. We believe in the enduring appeal of our brand, and by consistently exceeding customer expectations, we have been able to nurture a community of loyal clients who share in our brand journey with us.

Long term, what are your ambitions for your brand?

BW: One key element of our long-term strategy is to continue expanding our international presence. This expansion includes physical retail spaces in key fashion capitals, partnerships with some incredible wholesalers and continuing to build an online presence that caters to a diverse global audience.

NM: In terms of design, we are committed to pushing the boundaries of creativity while staying true to our brand DNA. Our ambition is to be recognised not only for our signature aesthetic but also for our innovation in design and considered practice.

In essence, our long-term ambitions for the brand revolve around crafting a legacy that extends beyond fashion seasons. We really want to be a brand that resonates with individuals on a deeper level, becoming synonymous with enduring style, inclusivity, confidence and celebration; always continuing to grow our brand around the world and striving to make as many women as we can feel empowered and fabulous in our designs!