Get To Know: OVERT
Tell us about your brand and your business model.
OVERT is a lifestyle and accessories brand designed for modern women living in the city. We are predominantly a direct to consumer business, selling online and through a series of pop-ups and events around New York City. We are also involved with several affiliate programs and retail partnerships.
What drove you to start your own label? And what have you enjoyed the most so far?
I really never envisioned launching my own label. I met Sarah (OVERT’s other half) a year or so prior and we always talked about working together. I had an idea for a product, but it needed refining and a story around it. That’s when Sarah and I started talking about what it means to be a woman living the ‘doing-it-all’ life in the city. It was really then that we realized there was a need for this bag, as well as an opportunity to grow a community around it.
I think the most enjoyable experience from owning my own label, is hearing from our customers that they “can’t live without their backpack” and that it has been a game changer in the way they now commute. To me that’s the most satisfying, we’re not just producing a bunch of stuff that people don’t really need. It gives us purpose.
What are one or two big goals you’re focusing on in the next 6 months?
Like most start-ups we have a VERY small team. Until now, it has only been Sarah and myself, with the help of a few interns and consultants along the way.
In the next 6 months we are focusing on building our team and raising capital for the next phase of the business.
? You can learn more about OVERT here.
? You can shop the OVERT Collection here.
? You can connect with Lauren on Instagram here.
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