Australian women's eTailer VRG GRL has revealed the power of festival-focused collections, after its debut festival range sold out key styles in the first 48 hours.
The brand's first festival-focused range features 30 new styles and drove record numbers to the VRG GRL website.
At launch the website saw 24,000 global visitors come to the site, with 70% of sales of the collection coming from the US and surrounds.
VRG GRL co-founder and creative director Natalia Suesskow said the launch of the festival collection was informed by customer demand.
"Our customers have been asking us for a festival collection for years, but it was so important to us that we took our time designing a range that felt true to our brand ethos and style.
"We have steered clear from the traditional Festival styles for this range and have put our own spin on modern festival dressing.
"We wanted to offer pieces that were unique, versatile and that our customers could wear time and time again," she said.
The launch of the festival collection comes as many global festivals return to operation, after two years of disruption, cancellation and postponement.
Despite the challenges posed by the pandemic, VRG GRL co-founder and co-CEO Daniella Dionyssiou added that the company is growing at a rapid rate and is set to become a hundred-million-dollar business in the next five years.
In the last financial year, the business witnessed a 45% increase in sales, with the US market growing exceptionally well since the pandemic.
"We are constantly evolving and taking the VRG GRL brand from strength.
"Despite our aggressive growth targets, one thing remains the same - we listen and respond to the wants and needs of our customer - the festival edit is just that," she said.
VRG GRL's festival collection features vintage-inspired styles including mesh sets and knit midi dresses in versatile colours.
The collection is available now on the brand's website and retails from $45.