Neem London’s Journey to 6-Figure Success Through Innovation and Climate Consciousness (episode 479)
Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros. Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year.
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Dive in:
[04:24] Sustainable supply chain, attractive lease deals, customer interest.
[07:18] Challenging to prioritize sustainability in business decisions.
[13:31] Focus on sustainable fabric and customer engagement.
[17:28] Companies use life cycle assessments to track environmental impact, improve data analysis and estimation.
[18:46] Companies offer tech for product impact estimation.
[20:07] Listen to hear Nick’s Top Tips!
Nick’s Transition from Direct Mail to eCommerce
Nick’s career began in direct mail cataloging that transitioned over time to eCommerce. His experience at Charles Tyrwhitt, a menswear brand that was an early adopter of online sales, provided him with an understanding of the importance of integrating digital and physical sales strategies. This background laid the foundation for his approach to eCommerce and retail, emphasizing the seamless integration of various channels to enhance business growth and customer experience.
Having Physical Presence for Complex Messages
Nick believes in the importance of having a physical store, especially for a brand like Neem that’s centered around sustainability and decarbonizing the supply chain. This is despite Neem’s focus on eCommerce. Nick says that the complexities and nuances of sustainability messages are more effectively communicated through direct, in-person interactions, allowing for deeper customer engagement and education on the brand’s mission and practices.
Founding Principles of Neem London
Nick’s motivation behind starting Neem was to create a brand that embodies sustainability and low environmental impact from its inception. He highlights the challenges of retrofitting sustainability into existing brands and supply chains, which often involve higher costs and complexities. By establishing Neem, Nick aimed to hard-code sustainability into the brand’s DNA, making low-impact, environmentally friendly decisions central to its operations and product development.
Post-Purchase Responsibility and Engagement
A distinctive aspect of Neem’s approach to sustainability is its focus on the product lifecycle beyond the point of sale. The brand encourages customers to return used garments, offering incentives to facilitate the resale or recycling of products. This initiative not only promotes circularity but also represents a commitment to taking responsibility for the full lifecycle of the products, reducing waste, and engaging customers in sustainable practices.
Sustainability as Core to Business Decisions
Nick says sustainability is not just a marketing term. It’s a fundamental principle guiding all business decisions at Neem. From the choice of materials and suppliers to product design and customer engagement strategies, every aspect of the brand is evaluated through the lens of environmental impact and sustainability. This comprehensive approach signifies a shift in how businesses can operate, prioritizing long-term ecological well-being over short-term profits.
eCommerce Book Top Tip
- Not the End of the World: How We Can Be the First Generation to Build a Sustainable Planet by Hannah Ritchie
eCommerce Traffic Top Tip
- Nick values referrals as his top marketing method, emphasizing the power of word-of-mouth through friends, combined with PR efforts.
Tool Top Tip
- Telegram messaging service
Carbon Top Tip
- Nick’s favorite way to reduce carbon footprint includes using life cycle assessments and leveraging pre-orders to forecast demand accurately.
Interview Links
*Thank you to Daniel Parekh-Hill of Flare for the guest introduction! You can also listen to Daniel’s episode on overstock here
Related episodes
- Championing Sustainability Through Seasonless Fashion with Lyndie Benson, Bleusalt (episode 434)
- Serving 160k Customers Custom Fit Fashion with Jess Fleischer, Son of a Tailor (episode 456)
- Generating €5 Million in Online Sales through Sustainable Fashion with Kalle Sjöholm, Dedicated (episode 461)
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