LoveShackFancy's Rebecca Cohen On How To Turn A Dream Into A Global Lifestyle Empire

Key Takeaways

LoveShackFancy originated from personal wedding dress designs, developing an "imperfectly perfect" vintage-inspired aesthetic.
The brand's growth from a side project to a global lifestyle empire was driven by maintaining its creative vision.
Navigating rapid expansion required building a strong team, delegating operations, and pivoting creatively during crises like COVID-19.
Rebecca Cohen integrates her personal life into the brand, from home aesthetics to balancing motherhood with entrepreneurial demands.
Strategic co-branding and immersive retail experiences, inspired by Ralph Lauren, have expanded LoveShackFancy's reach and customer engagement.
The brand is actively expanding into new lifestyle ventures, including cafes, restaurants, and hotels, alongside diverse product collaborations.

LoveShackFancy's name originated from Rebecca Cohen's bridesmaid dresses and her mother's vintage rental sign, reflecting an "imperfectly perfect" aesthetic.
The brand began as a side project while Cohen was a fashion editor at Cosmopolitan, initially without a large business vision.
In 2013, an 8-piece capsule collection secured orders from major retailers including Urban Outfitters, Calypso, Bergdorfs, and Revolve.
Cohen developed the brand after leaving her magazine job and becoming pregnant, starting with a signature ruffle mini skirt.

Rebecca Cohen integrates LoveShackFancy's romantic aesthetic into her home, sourcing antique pieces from Paris flea markets for both personal and store decor.
She balances her entrepreneurial career by incorporating her daughters into work, such as attending shows, while prioritizing school drop-offs.
Cohen noted that having children forced her to become more efficient in managing her time.
Her daughters attended a six-week all-girls sleep-away camp on the East Coast, a practice she found beneficial for both her children and her schedule.

Rebecca Cohen used Lexapro to manage anxiety stemming from LoveShackFancy's rapid growth after its first store opened, feeling overwhelmed.
The brand initially prioritized creative vision over business metrics, leading to challenges with infrastructure, staffing, and operating with freelancers.
During COVID-19, LoveShackFancy pivoted to e-commerce after wholesale orders were canceled, utilizing social media and virtual sales events.
The team adapted creatively, conducting photoshoots in personal spaces like a garage and opening new stores while others were closing.

Rebecca Cohen's husband focuses on real estate and location strategy for LoveShackFancy stores, identifying up-and-coming, community-centric neighborhoods.
The brand's retail strategy is inspired by Ralph Lauren's immersive 1980s and 90s New York City mansion stores, aiming for welcoming "girls' club" environments.
LoveShackFancy stores offer an inclusive, experiential atmosphere, with each location reflecting local culture, such as the one on South Congress in Austin.
The brand expanded into children's wear, inspired by Cohen's daughters, contributing to an aesthetic appealing to all ages.

Rebecca Cohen shares meeting her husband at New York's Bowery Bar during college and the challenges of separating work and personal life.
The couple has improved boundaries since the COVID-19 pandemic, but work discussions, like approving store furniture, still arise at home.
One partner expresses a preference for discussing stressful topics outside of work hours, emphasizing the need for 'emotional residency'.
The other partner finds humor in the idea of 'taking a picture' of stressful documents to revisit later.

LoveShackFancy's collaborations began with a viral Target dress capsule in 2020, expanding into activewear with Beach Riot and home goods with Pottery Barn Kids.
The brand extends its reach through accessible partnerships like Stanley tumblers and Goody Wet Brushes, making its aesthetic available to a wider audience.
Rebecca Cohen emphasizes detailed, aesthetically pleasing packaging and a nostalgic unboxing experience as key customer engagement strategies.
She advises aspiring entrepreneurs to trust their vision, maintain resilience against criticism, and surround themselves with supportive individuals.

In her free time, Rebecca Cohen enjoys shopping in Soho and dining, favoring St. Ambrose in the West Village for its ambiance and consistency.
She describes a New York City lifestyle involving frequent outings, often managing on just three hours of sleep, contrasting with the host's preference for ten hours.
Her morning routine includes waking at 7:15 AM to prepare children for school, with her husband handling drop-offs.
Cohen prioritizes personal time for coffee and workouts, incorporating strength training and dance classes into her schedule.

Rebecca Cohen maintains an intense work ethic, often pushing herself to near burnout before recharging, and notes she is 2.5 months postpartum.
She finds transitioning back into work after her third child easier than with her first or second children.
Cohen highlights the sold-out LoveShackFancy menorah collaboration with Pottery Barn, featuring floral appliques and a brassy gold color.
Other holiday items, including ski wear with Bogner and Roller Rabbit holiday pajamas with custom prints, have also been part of the brand's collaborations.