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Lane Seven Launches a Direct-to-Consumer Retail Website

Commercial consumers drive retail extension of the brand.

Lane Seven has launched its direct-to-consumer e-commerce store. Previously, Lane Seven apparel was only available via wholesale channels to customers with a business license. The company decided to add a retail extension of the brand due to requests they received from commercial consumers that had discovered Lane Seven through branded apparel and wanted to buy the blanks for themselves, according to a release.

The Lane Seven retail line offers unisex styles in premium fabrics, such as their signature vintage three-end fleece and 100-percent combed ringspun cotton. Prices range from $18-$42.  

“Being in manufacturing for nearly 30 years, we knew perfecting retail-quality fleece had to be at the core of our business,” Nabeel Amin, CEO and founder of Lane Seven, says. “So, now after challenging the status quo on what’s possible in the wholesale space when it comes to industry standards for high-quality fleece, we hope to keep innovating in the retail space.”

According to a release, Lane Seven sees the expansion into retail as a long-term growth strategy for the wholesale side of the business; the expansion into retail will generate a new level of brand awareness that will funnel back into the wholesale business.

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