My Business Rules

Anine Bing Shares How She Runs A Global Luxury Fashion Label.

- Emma Wheaton

Danish model and influencer turned fashion entrepreneur Anine Bing launched her eponymous luxury womenswear label with her husband, Nicolai Nielsen, from their garage in Los Angeles in 2012. The business was digital only, using Anine’s strong social media following to promote and sell her initial collection of 15 pieces.

Fast forward seven years and Anine is well and truly out of the garage. The business has a team of 60 employees and 10 stores across Europe and the US to complement the thriving digital-first business model.

Anine Bing has collaborated with other labels and has branched into accessories, childrenswear and fragrances. Most recently, the brand opened a store in London’s exclusive Mayfair in 2018 and there are plans to open several more around the world by the end of the year.

These expansion plans are bolstered by a US$15 million Series A financing round from Index Ventures, Greycroft Partners and Felix Capital, secured in late 2018. The injection of funding will be used to “expand, open more stores, grow the team and invest in technology,” Anine says. “It’s the right time to do it and I’m really excited for the next chapter.” The company, which is headquartered in Los Angeles, is expected to double its revenue in the next 12 months.