The Expert Guide: Expanding Your Fashion Brand to Global Markets with Emefa Kuadey
Emefa Kuadey’s evolution from engineering to the founder of ISRAELLA KOBLA is a story of resilience, strategy, and creativity. Inspired by personal loss and her Ghanaian heritage, Kuadey transitioned from civil engineering to fashion after recognizing her passion for design. She launched ISRAELLA KOBLA in 2019, merging minimalist aesthetics with structural influences from her engineering background.
ISRAELLA KOBLA pieces reflect an appreciation for architecture, craftsmanship and classic design. The designer, who is based in Canada, aims to create timeless, feminine pieces that appeal to the modern woman. Her minimalist and structured aesthetic produces an artistic vision that results in dresses with tiered silhouettes, geometric cut-out details and clean lines. Taking a slow approach to fashion, the brand produces all its pieces in small batches in its Toronto studio or with local sewing partners.
Four our recent webinar, Kuadey joined us for a conversation on taking a fashion brand to a new market, where she shared how her experiences shaped her creative vision, led to the founding of a globally recognized brand, and paved the way for her expansion from Canada into the US.
Laying the Foundation
Kuadey’s fashion journey began in 2012 when she learned sewing and pattern drafting in Ghana. After graduating in engineering and realizing the profession wasn’t fulfilling her creative ambitions, she pursued fashion design at George Brown College in Toronto. As a mature student, she maximized her education, leveraging both design expertise and entrepreneurial programs to prepare for business ownership.
The pandemic became a transformative period, allowing Kuadey to refine her brand systems, pricing, and operational workflows. She networked with publications and buyers, leading to partnerships with luxury department stores like Holt Renfrew and Hudson’s Bay, which helped her establish a strong presence in Canada.
Expanding to the US Market
Kuadey knew that global expansion was vital. She strategically entered the US market, first by adapting her Shopify website for USD payments and international shipping. Observing competitors’ pricing and establishing connections with US-based stylists, journalists, and showrooms, she laid the groundwork for a successful transition.
The breakthrough came with her partnership with The Folklore, participating in events like the Coterie trade show in 2022. These opportunities enabled Kuadey to showcase her brand, gain insights from buyers, and refine her marketing pitch. In 2023, her involvement with The Folklore’s showroom led to a partnership with Nordstrom.
Lessons in Global Logistics
ISRAELLA KOBLA’s international expansion wasn’t without challenges. Kuadey encountered unexpected duties and taxes on Canadian-made goods shipped to the US, nearly derailing her first Nordstrom order. These logistical hurdles underscored the importance of pricing strategies that factor in landed costs and working with customs brokers to streamline cross-border trade.
Additionally, Kuadey emphasized the value of internal systems to manage wholesale operations. By developing product categorization systems and leveraging historic sales data, she ensured efficiency and professionalism during onboarding processes with retailers.
Retail Partnerships as Brand Amplifiers
Retail collaborations have been a pivotal growth driver for ISRAELLA KOBLA. Through Nordstrom, Kuadey witnessed increased US sales and brand awareness, noting how physical presence in stores allows customers to experience her garments’ quality firsthand. She further personalized the retail experience by including branded tags and thank-you notes, fostering curiosity about her brand beyond the retailer.
Key Takeaways
Market research: Understanding pricing and competition in new markets ensures a seamless transition.
Adaptability: Success often requires jumping into opportunities and figuring out solutions along the way.
Preparation: Establish robust internal systems before entering partnerships.
Strategic networking: Building relationships with industry players can open unexpected doors.