Smaller European companies are embracing the U.S. as online sales help pinpoint the most promising locations for stores

  • British fashion brand ME+EM is expanding in the U.S. despite initial doubts from its board
  • European brands are increasingly targeting the U.S. as alternative growth markets become more challenging
  • Online sales data helps smaller brands identify hotspots for expansion
  • ME+EM plans to have 40 U.S. stores by 2025
  • London-based vegan sneaker brand Løci is already 70% reliant on the U.S. market

British fashion brand ME+EM is defying initial doubts from its board and expanding in the U.S. market. The brand, known for its modern luxury designs for busy women, has gained popularity among British professionals and celebrities. ME+EM opened its second store in New York City and a third location in East Hampton. This expansion reflects a growing trend of European brands targeting the U.S. as alternative growth markets become more challenging. Smaller brands are also leveraging online sales data to identify hotspots for expansion. ME+EM plans to have 40 U.S. stores by 2025, while London-based vegan sneaker brand Løci already generates 70% of its business from the U.S. market.·

Factuality Level: 3
Factuality Justification: The article provides a detailed account of Clare Hornby’s journey in expanding her fashion brand ME+EM to the U.S. It includes specific examples, quotes, and data to support the narrative. However, the article lacks diverse perspectives, and it primarily focuses on the success story of one brand without delving into potential challenges or failures that other brands may have faced in similar situations. The article also contains some unnecessary details and repetitions, which slightly lower its factuality level.·
Noise Level: 3
Noise Justification: The article provides a detailed account of Clare Hornby’s journey in expanding her fashion brand ME+EM in the U.S. It includes insights into the challenges and opportunities of entering the American market, as well as the strategies employed by other European brands. The article offers a mix of anecdotal evidence, expert opinions, and financial data to support its claims. However, it lacks a critical analysis of the potential risks and downsides of this expansion, and it focuses heavily on the success stories without delving into potential failures or drawbacks.·
Private Companies: ME+EM,Mango,Primark,Zara,Seasalt,Løci
Key People: Clare Hornby (Founder and Chief Executive of ME+EM), Sudip Mazumder (Retail Lead at Publicis Sapient), Emmanuel Eribo (Co-founder and CEO of Løci)

Financial Relevance: Yes
Financial Markets Impacted: Retail industry, fashion brands
Financial Rating Justification: The article discusses the expansion of British fashion brand ME+EM into the U.S. market, highlighting the growth potential and success of European brands in the American retail industry. This has implications for the financial performance of the retail industry and fashion brands, as well as potential market opportunities for investors.·
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no mention of any extreme event in the article.·

Reported publicly: www.wsj.com