SHADE CLOTHING CELEBRATES SECOND ANNIVERSARY,
TRIPLES SALES AS PRESENCE EXPANDS NATIONWIDE
American Fork, Utah (September 2006) - Shade Clothing, the leading provider in hip and modest clothing for women and girls, celebrated its second anniversary in September. The company marked this milestone today by announcing it had reached $7.9 million in sales during its second year, up more than three times from $2.2 million in sales in its debut year.
“Even more rewarding than the growth in sales is taking a step back and recognizing what Shade has become from where it began,” said Chelsea Rippy, Shade Clothing CEO. “I literally started from scratch with no background in fashion and design. My own personal quest for modest, stylish shirts has evolved into a successful business. Not only did it solve my fashion problems, but it has helped fulfill a need for women of all ages.”
Several critical elements contributed to Shade’s growth in its second year of business, including the expansion of its clothing line, growing from two shirt styles to 17; the introduction of the Girly Line, designed specifically for girls ages four through 12; and the launch of the Personal Shopper Program, which solidified a distribution channel for Shade Clothing to enter all 50 states.
“I credit Shade’s success to our loyal customers, who are extremely passionate about the product and have asked for an opportunity to get involved and help share the message,” said Rippy. “The Personal Shopper Program was a key element in our second year growth and sales. The program’s success stems from our customers who become successful salespeople because they are selling a product they truly believe in.”
Shade Clothing anticipates its third year, 2006-2007, will be an opportunity to grow its line beyond an offering of basic layering pieces to include a number of stand-alone fashion items that continue the Shade tradition of stylish and modest designs. During the upcoming year Shade will continue its custom of introducing new designs each fall/winter and spring/summer, as well as launch Basic Black, a new line specializing in modest and classy dresses, and Brother for Sister, a collection of high-end women’s shirts, the result of a joint venture between Shade Clothing and db clay, a men’s accessories company.
Shade Clothing was the first apparel company to sell its line through the home party system. Shade Clothing can be purchased through Personal Shoppers, at home parties, online and in select retail locations around the country. Visit www.shadeclothing.com for more information.
About Shade Clothing Shade Clothing is a company with a simple mission: make clothes that help women feel comfortable and happy. Launched from the basement of CEO and founder Chelsea Rippy’s home, Shade Clothing has quickly become the leading provider of hip, modest clothing. Its line of essential shirts allows women to wear all the latest styles without feeling uncomfortable and uncovered. For information, visit www.shadeclothing.com.