Grana (fashion company)

Hong Kong online fashion company

Grana

Company type| eCommerce
Industry| Fashion Retail
Founded| 1 October 2014; 10 years ago (2014-10-01)
Headquarters| Hong Kong

Area served

| Worldwide [1]

Key people

| Luke Grana (Founder & CEO)
Products| Women's and Men's clothing
Website| www.grana.com

Grana is an online fashion company based in Hong Kong.[2][3] It has an offline showroom called “The Fitting Room”[4] in Hong Kong, where customers try on clothes and order online.[3] It was cofounded by Luke Grana and Pieter-Paul Wittgen and officially launched in October 2014.[5] The first brick-and-mortar store opened in Hong Kong in September 2015.[3]

## Products

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This section needs expansion. You can help by adding to it. (August 2017)

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The company sources its products directly from fabric mills, which reduces markup pricing.[6] Grana clothing products include silks, linen, cashmere, merino, tencel, pima cotton and baby alpaca wools.[7] The fabrics are sourced internationally from a variety of countries including China,[8] France,[9] Mongolia,[10] Austria,[11] Peru[12][13] and Italy.[14] Grana’s ‘new luxury’ brand focuses its ethic on sustainable fashion setting itself apart from mass consumerism.[15][16] Central to Grana’s business and production is ethical manufacturing.[17]

## History

[edit]

Grana’s CEO and founder, Luke Grana, set up the company as an online-only direct-to-consumer seller.[18]

Prior to becoming CEO and namesake of Grana, he was a serial entrepreneur from Australia. He had previously invested in the catering industry among other areas, and seeded his first fashion brand, Grana, with $200,000 in 2014.[19][20][21] Grana raised the initial seed round of US $1 million from Bluebell group and angel investors in October 2014,[22] and in July 2015, closed another seed funding round of US $1.5 million involving investors from Singaporean VC Golden Gate Ventures.[3] In 2016, Grana announced their Series A funding round of US $10 million led by Alibaba Group under The Hong Kong Entrepreneurs Fund, with participation from existing investors.[23] By 2017, Grana had been the recipient of nine separate investments from various companies totaling $16 million.[24]

## References

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1. ^ "Select your shipping location". www.grana.com. Retrieved 2017-08-16.
2. ^ Soo, Zen (September 17, 2015). "As more online shoppers complain of clothes that don't fit, Hong Kong's Grana tests hybrid try-before-you-buy approach at first store". South China Morning Post. Retrieved January 4, 2016.
3. ^ a b c d "Fashion basics e-commerce start-up Grana raises $5 million". Financial Review. Retrieved 2015-12-02.
4. ^ "The Hong Kong Clothing Retailer Revolutionizing Shopping". Bloomberg.com. Retrieved 2015-12-02.
5. ^ Shu, Catherine. "GRANA, Which Makes Affordable Clothing In Premium Fabrics, Picks Up $1.5M". TechCrunch. Retrieved 2015-12-02.
6. ^ Frankel, Lindsay (December 10, 2016). "Five ethical clothing brands you can actually afford". The Christian Science Monitor. Retrieved August 11, 2017.
7. ^ Spruch-Feiner, Sara (2017-04-07). "Do You Actually Care About Fancy Fabrics?". Racked. Retrieved 2021-09-01.
8. ^ "Silk Everyday | Grana". www.grana.com. Retrieved 2021-09-01.
9. ^ "linen jersey | Grana". www.grana.com. Retrieved 2021-09-01.
10. ^ "Mongolian Cashmere | Grana". www.grana.com. Retrieved 2021-09-01.
11. ^ "Tencel Fabric | Grana". www.grana.com. Retrieved 2021-09-01.
12. ^ "Peruvian Pima Cotton | Grana". www.grana.com. Retrieved 2021-09-01.
13. ^ "peruvian baby alpaca | Grana". www.grana.com. Retrieved 2021-09-01.
14. ^ "Italian Merino | Grana". www.grana.com. Retrieved 2021-09-01.
15. ^ "Interview with Luke Grana: CEO and co-founder of Hong Kong-based clothing and lifestyle brand Grana". Esquire SG. 2018-03-05. Retrieved 2021-09-03.
16. ^ "What is New Luxury?". grana. 2018-07-10. Retrieved 2021-09-03.
17. ^ "GRANA founder on disrupting the fashion industry". The Loop HK. 2017-05-16. Retrieved 2021-09-03.
18. ^ Yan, Pearl. "10 Hong Kong Brands That Shaped Retail In The Past Decade". Tatler Asia. Retrieved 2021-09-06.
19. ^ Kim, Jay. "HK's Leanest Startup, Grana, Disrupts The Fashion Industry By Focusing On Product". Forbes. Retrieved 2021-09-06.
20. ^ "Why Is Fashion So Expensive? It's Not Quality That Costs So Much". HuffPost. 2017-06-16. Retrieved 2021-09-06.
21. ^ "Luke Grana: behind the $6 million man - Ragtrader". www.ragtrader.com.au. Retrieved 2021-09-06.
22. ^ "Hong Kong Online-Only Fashion Brand GRANA Raises US$1 Million in Seed Funding From Local Investors - StartupsHK". StartupsHK. 2014-10-22. Retrieved 2018-05-09.
23. ^ Russell, Jon. "Online fashion retailer Grana raises $10M led by Alibaba's entrepreneurship fund". TechCrunch. Retrieved 2016-10-06.
24. ^ Ameen, Sam. "10 Great Tips To Raise Funding For Your Hong Kong Startup". Forbes. Retrieved 2021-09-14.

## Further reading

[edit]

* Soo, Zen (July 18, 2017). "Online fashion retailer Grana takes aim at mainland China". South China Morning Post. Retrieved August 11, 2017.
* Kong, Daniel (November 28, 2014). "Grana label reaches out with an emphasis on logistics". South China Morning Post. Retrieved January 4, 2016.

## External links

[edit]

* Official website
* "HK's Leanest Startup, Grana, Disrupts The Fashion Industry By Focusing On Product". Forbes. July 30, 2017. Retrieved August 11, 2017.