Chapter 4: Aesthetic Laundry 2024
The fourth and final chapter of our re-introduction of Aesthetic Laundry (AL) is here to break down where all the various changes to our business leaves the brand itself.
There are some areas that will not be changing; Joss and I have always known where we are open to change and where we aren’t. We continue to stand true to the bones of Aesthetic Laundry, whilst we look to collaborate with LIAR Brands to open doors which previously weren’t possible. In exchange we will be offering design, product development and marketing to the other businesses to support with their growth.
So to start, what is staying the same at AL?
Design:
You didn’t honestly think I would hand the design of AL over to someone else did you!? Designing garments I love and want people to wear over and over again is the reason I began AL and this will not be going anywhere. Expect those long time favourites (yes I am talking tassels) to be available alongside new pieces.
Inclusive sizing:
Our sizing currently ranges from XS-5XL. This will continue for the time being and we will strive to improve this area as we go.
Made in the UK:
One of our proudest moments at AL was when we created a business model that enabled us to make all our garments in house ourselves. The buying of cutting tables and machines, the hiring of incredibly skilled staff and the execution of a business model that no one else was doing, was no small feat and one that we were adamant we would keep in some capacity. It was a non-negotiable.
Limited collections:
Staying true to our values, no matter where we produce the collections, they will be limited.
Made to Order:
The UK made garments will continue being made to order, with the introduction of batch production across our entire business coming shortly.
What exciting changes are being introduced to AL via LIAR Brands?
Fabric supplier:
- Previously we sourced fabric in the UK, however our network of contacts has now significantly increased. A supplier in Barcelona will be providing us with fabric in the small quantities we require as a small business, with an even higher quality than we have had previously.
- The fabrics will of course be those you know and love AL for - think soft, stretch, cosy!
At time of writing there is a site visit planned to the supplier in Barcelona for next week, therefore we will be able to share a full update on fabrics once this has taken place.
Additional garment production in Bangladesh
- AL will shortly be adding a new production arm to business, creating new lines of garments in Bangladesh (alongside the UK made garments) that we haven’t previously been able to do ourselves.
- Outsourcing production opens up new types of machinery, new types of fabrics and a pool of skilled workers that are more readily available in other countries.
- Although the production is physically taking place outside the UK, stipulations of our collaboration with LIAR Brands, is that AL is very much involved in the running of Bangladesh production.
- We (AL) are working alongside LIAR Brands to set up the new factory in Bangladesh, to enable input and eyes across our entire supply chain.
Outsourcing production may come as quite a shock to you and it isn’t a decision that either Joss or I took lightly.
We have however decided that by being actively involved in the creation, hiring of team and running of the factory we will be able to ensure ethical practices throughout and give AL customers the transparency (along with exciting product developments) they require.
From a brand perspective, opening up production outside the UK, allows us to bring you lines of product that we have wanted to do, but have been hindered by lack of resources and skill set in the UK. It truly is a once in a lifetime business opportunity to expand in this way, whilst remaining in full control.
Reduce our workload, allowing us to do more!
- Joss and I have honed down our individual skill sets (design and marketing) and will be spending more time on these areas, collaborating with LIAR brands to outsource other areas of AL business to others within the collective.
Epilogue: So, what next?
Whilst we continue to work like busy bees behind the scenes on all our various updates, we don’t want to put off the re-opening of AL any longer.
We will shortly be dropping a limited edition range all of which will be made to order in the UK, with the key dates for your diary listed below.
- Browsing window for new collection: Monday 29th April
- 1st shopping window opens: Tuesday 30th April, 8pm
- 2nd shopping window opens: Monday 6th May, 8pm
So, it is safe to say, AL is back baby! We are excited on so many levels - to be able to share these updates with you, which have been months in the works behind the scenes, is quite something (it hasn’t been plain sailing and there were times where we weren’t sure if we would have any updates for you to come back for).
To celebrate the re-launch, both old and new elements, we will be kicking off with an offer for all our newsletter subscribers. So if you are yet to sign up, this is your hint to do this…now!
We are back gang,
At long last,
And it feels so good to be back!
Heidi xx
