Luxury shoe brand Tamara Mellon opened a store in Soho a month before lockdown. "Great timing," company CEO Jill Layfield joked on the Glossy Podcast.
But one effort that's stood the test of time better than a brick-and-mortar shop is the company's truck: a shoe closet on wheels that greets customers at the Covid-conscious rate of one at a time. The 24-foot "TM Closet" has made stops in more than a dozen cities across the country.
Tamara Mellon launched in 2016 as what Layfield describes as the only "true luxury designer footwear brand that's direct to-consumer," Since then, after a Series C last year, it has raised $87 million.
DTC now accounts for an outsized portion of its revenue. Co-founder and namesake Tamara Mellon said the fashion industry, as a whole, has been overdue for a shakeup.
"As Marc Andreessen said, 'Every business will eventually be eaten by digital,'" Mellon said. "I felt like the business model needed to change, and the way people talked and spoke to their customers needed to change. So that's how we came up with doing direct-to-consumer."