Australian designer suit hire business Mr Fierze has gone from $0 to a six figure turnover in a year and a half.
Beginning in October 2017, the business started out with 20 suits for hire and has rapidly expanded to more than 200, complemented by a full range of accessories and shirts.
Growing quickly in its almost-two years of operation, Mr Fierze is pegged to double by the end of the next financial year.
Appealing to men who want to look stylish for events, business or red carpets, Mr Fierze owner Joel Anthony tells Ragtrader that the business has expanded beyond what he initially anticipated.
How has the business changed since it began?
It has changed tremendously.
When I first started the business I only had only one set of clientele in mind - the gent that needed a statement suit for a red carpet event.
Never did I think that we would be a 'style house' today where gents of all walks of life come in to get styled, let their inhibitions down, take a risk and feel their best.
Little did I know that there was a whole world of demand for not just statement 'designer' suits, but 'stylish' pieces be it a suit, a tuxedo, a shirt, a lapel pin, broach and even pocket square.
We are now the go-to for every kind of event imaginable - weddings, on-locations weddings, attendees of weddings, photoshoots, media events, TV shows, awards nights, formals, corporate galas, day time business conferences, and yes funerals too!
Now I boast a whole range of suits, shirts, ties, bow ties, lapel pins, broaches, cufflinks, pocket squares and more.
What have been some challenges the business has had to overcome?
The biggest hurdle was at first convincing brands to enable me to be their official stockist, especailly in the men's sector.
The women's hire sector was already booming with designer rentals, but the men's hire sector has not seen someone do a 'designer and fashion' take on it.
So the challenge was bringing on my first few brands and convincing them that we are not just your ordinary suit hire.
We don't have that problem today - with brands like NMI (Karl Lagerfeld, Eton, Brando) giving us the immediate tick the moment they see our visuals, branding and social pages.
L to R: Joel Anthony - Mr Fierze owner and Matt Suleau
What is the business’ marketing strategy and which is the strongest channel?
We do a whole range of marketing with Mr. Fierze.
I mean in today's world we have to be doing everything, and doing it extremely well in order to succeed as a brand.
But without a doubt our strongest marketing comes from Google, socials and word of mouth.
I figured very early on that clients hop on to Google to search for 'suit hire places' or even 'places to purchase a tuxedo/ suit' out of a need.
That's where my marketing comes in as education to let them know that they can get the look and be styled to the nines for way less.
What they were going to spend a fortune on, they could hire 3/4 looks for the year and look so stylish and different every single time.
We also undertake all our own campaigns shoots, and work with only the best teams to ensure our visuals are the best.
What is on the cards for the business in the next 12 months?
So many things! We will finally be looking at moving into a retail space early next year with a few surprises attached to that.
Also, due to demands of our loyal clients we have now expanded our daytime range, enabling our entreprenerial and corporate clients who need jackets that they can simply throw on over their chinos or jeans in order to host meetings, conferences or even attend lunches to be able to hire from our daywear linen range.
We are also going to be introducing a range of new labels and brands into the Mr. Fierze business - and they're BIG! So keep a look out for all of this!