Mustard Made isn’t letting a pandemic getting in the way of growing its business, with the quirky locker brand announcing plans for expansion into the US.
Co-founded by sisters Becca and Jess Stern, Mustard Made has grown from a light-bulb idea to a multi-million dollar startup in just three years after launching in 2018.
“Mustard has made a name for itself across the Australian, UK and European markets, and with a growing global interest in our products through the power of social media, it’s the perfect time to bring our brand to US consumers,” says Becca.
However, launching in another country during a global pandemic is definitely not for the faint-hearted, especially when you can’t physically be there to oversee it.
“When we first started planning to launch in the US we planned to be over there for the set-up and launch phase. Obviously, that plan had to pivot fairly quickly and we have been managing the process from afar.
“We are really lucky to have a very experienced manager for our US team working for us from our London office, plus we have a wonderful warehousing partner that has become our feet on-the-ground, so the logistics will be managed through them.”
Shipping has certainly been a challenging part of doing business anywhere in the world of late, so getting products to the US has been one of the main hurdles for the two sisters. Luckily they have navigated that bump and they have stock on-the-ground in their US warehouse and ready to go for all their customers in America.
“It has taken a lot of rethinking, research and work but we feel confident that we can solve any challenges along the way and give our customers excellent customer service no matter where they are in the world.”
The other main challenge has been the inability to travel, either to the US or simply to see each other, adds Becca.
“As business partners and sisters, one of the biggest benefits of starting Mustard Made together has been the opportunities it has provided for Jess and I to see each other―there is a special kind of energy and creativity that is sparked for both of us when we’re face-to-face, in the same room, so we’ve both missed having that through this launch period.”
Since launching at a trade show in Sydney with two products and six colours, Mustard has grown on all fronts. The brand now offers eight products in 10 on-trend colourways, with a team of 15 located on three continents and serving customers right across the globe.
Revenue has doubled year-on-year, each year since launch, a growth trajectory that is tipped to escalate ever further with Mustard’s entry into the US.
“At launch, we are bringing our products to our American customers directly through our website, mustardmade.com. Working with our beautiful network of retailers has been an important part of Mustard’s growth in Australia, New Zealand, UK and Europe. We are looking forward to growing our wholesale partnerships and exploring new sales avenues in the US over the coming months.
“Mustard has always exceeded our expectations and our prediction is that the US will be our biggest market yet,” says Becca.
“We are a family business with a big heart and big dreams, and this launch is a huge milestone for us. Our community has been asking us to come to America and we’re so thrilled to now be able to offer our products direct to our US customers.”
