REVEL design

Can you scrape up $100K to help take an innovative young company led by an energetic entrepreneur producing high-value products from NZ-sourced raw materials to the world?  Read on…

The Pitch:

In July 2007 REVEL Design Ltd launched its New Zealand merino clothing label REVEL at the self-named online store.  REVEL entered into the on-line market on the smell-of-an-oily rag; not the best strategy and a raw one in the eyes of fashion industry.  Its e-commerce store is rough and ready but innovative in that it immediately launched the label to the world – you see REVEL was always intended to be a brand New Zealand would recognise but also one the off-shore market would stand up and take notice of.  Building the trust of an “unknown” brand proved difficult through the online store concept and common market reaction was purchasing through a retailer was preferred; the physical presence of REVEL in store enabled touching, seeing and emotional connection thus obtaining “first-base” trust with the consumer.

REVEL is ready to stamp its mark on the world and yell from the top of the Southern Alps that “the REVEL has arrived”.  Dedicated to building and exposing the REVEL brand to national and international markets and enhancing the online e-commerce site to support retailers and build ongoing relationships with customers from anywhere in the world.

We stand up proud and ask for what we want – join us now on a stunning journey as we take flight.

cool wool + hot designs – REVEL blends fashion design with quality, purpose and integrity which is demanded for by our conscious consumer

Accomplishments to date:

• Launched online e-commerce site July 2007
• Pitched to two significant European companies who were almost secured until Icebreaker showed up for the party and installed a distribution warehouse at their backdoor
• Designed and developed a range of 20 styles
• Developed a strong foundation range which enables easy modification to maintain seasonal/new-range  offerings to customer (e.g. colour, screen print design)
• Attended the Outdoor Retail Trade Show in Utah, USA to gain an understanding of industry developments, changes and opportunities
• Have a captive audience of 84 subscribers to REVEL newsletters
• Opened REVEL to the European market only to be quickly closed-down by Icebreaker (proved that we were clearly seen as a competitor)
• Media exposure locally and in NZ Business
• Page Loads on website increased from 1,094 in 07/08 to 7,754 in 08/09 – total of 69,473 hits to site since launch

Development plans:

• Brand – develop the REVEL brand to reflect the quality and niche market placing.  This includes innovation around the website to include a retailer/distributor only secure area where information, pricing structures, marketing & sales strategies and personal information can be stored and communicated directly. Packaging has been developed and further investment is required to produce a sustainable/recycled option for stacking/storing and presenting.  A 2 x year catalogue to be developed and used as a resource for retailers and customers.
• Revenue – secure NZ retailers and at least 1 international.  The Swiss market has shown interest and we are currently pursuing this opportunity.
• Export – following the successful placement in the New Zealand market REVEL’s focus will be on securing off-shore distributors. To date the opportunities appear significant although further research needs to be carried out.  Merino wool is still relatively unknown in the off-shore market which provides opportunities to showcase the benefits of using such a fabric, particularly in today’s environment where there is a strong focus on environmentally friendly, sustainable products and traceability.
• Traceability – work with NZ merino supplying to implement this into REVEL’s brand/culture
• Clothing system concept – develop a clothing system that offers solutions.  REVEL offers foundation pieces and is developing designs that fit with the existing range offering a stand-alone piece or pieces that could be worn together.  Targeting markets such as travel, career women, gift for the un-giftable etc

Key Challenges:

• Supply contracts – areas of unknown particularly around Levana Textiles and the limited quantity of NZ merino available.  Word on the street is that some companies are using blends of NZ merino and merino from other countries and REVEL needs to ensure that its merino supply is not compromised.
• Key advisors & support for Director – particularly around sales and marketing, branding and mentoring
• Securing Retailers without the package sorted (i.e. branding, web, packaging etc)
• REVEL brand has had limited exposure in the market
• Has survived on a DIY approach, Director’s skills are in design, project management and relationships, other resources are required

Principals & Previous Experience:

Leanne Mulcahy
You would think that the award-winning “Vegetable Creation” in Waipukurau in 1976 along with the Dominion Exhibition – Illustration award around 1980 would have convinced this chick that she had some creative talent to cash in on! However a career in Administration Management prevailed spanning a good 20 years providing the arty-farty chick with solid skills in areas of staff management, contractor management, employment relations, financial management, process development and event management.  This led to a business opportunity whereby process development, event management, financial auditing and management services were pimped out predominantly to small businesses who found themselves in a pickle.  The creative bug was diagnosed in 2006 and research into the clothing industry commenced with the single-handed launch of the new NZ merino clothing label REVEL in July 2007.  Running the two businesses in tandem enabled time to reflect on what needed to happen to take REVEL to a higher level.  This has prompted Leanne to depart full-time employment to dedicate her time fully to REVEL.

John Snook
A bloody-minded individual who pushes the boundaries and doesn’t take no for an answer. Specialist areas include Business Development, Innovation, Education, Sports Jock, Champion Kayaker and conversationalist – he has a tonne of experience and contacts.

What they want from an investor:

REVEL needs an investment injection – $100k to be precise.  In return you get to share in the ecstasy of owning a piece of this company, a piece of New Zealand.  You’ll need to have some guts – REVEL is exciting, it has big potential and big opportunity and a strong stomach to handle the peaks and troughs is important when you take the leap with us.  Marketing/Sales/Branding experience goes a long way with us too – we just may hug you if you bring this knowledge and experience to the mix.  Connections in the fashion industry here and off-shore would be awesome.  A melting pot, eclectic mix, street savvy, and a “whatever it takes attitude” is what we’re looking for – the perfect challenge!

Dave’s commentary:

These guys clearly want to be the next IceBreaker, and have a core product line with potential and an online shop.  Like many young companies they could benefit from input from someone who has taken an NZ-based product business overseas.  With the right assistance and cash, this business could turn into a major exporter, and help NZ achieve our aspirations of selling products with a high local value-add, rather than unfinished raw materials.

Contact details:

Leanne Mulcahy
REVEL Design Ltd
P O Box 1252, Palmerston North 4440
Tel. 027 433 1270
leanne@revel.co.nz