Grana is an online fashion company based in Hong Kong. Grana Group Ltd was founded by an Australian investor Luke Grana in Hong Kong in August 2013. He was subsequently joined by Pieter Paul Wittgen, Head of Operations and Co-Founder, and the online shopping site was officially launched in Hong Kong in October 2014.
Grana’s headquarters and the small team are based in Hong Kong and it basically deals in product designing, marketing, website development, graphic designing, operations, and customer service. The company aims at offering the lowest prices one can find in terms of fabric quality. Selling exclusively online, the prices of Grana products are low because they directly deal with the fabric mills and ship directly to customers from the Hong Kong warehouse, located in Wong Chuk Hang.
The company currently ships to 15 countries worldwide. As part of its ongoing success story, the Hong-Kong based online luxury apparel retailer, Grana, has secured US$3.5 million in seed funding to help its international growth and expansion. In addition to operating online, Grana has many temporary pop-up stores called “The Fitting Room” in Asia, Australia, and North America where people can try on the product and order online.
Luke Grana who is serving as the CEO of Grana now said, “At Grana, we aim at bringing our customer’s timeless wardrobe essentials made from the world’s best fabrics at the most disruptive prices. To achieve this, the company works directly with fabric mills and factories around the world, which makes it crucial for us to be located in a global logistics hub like Hong Kong”.
He also said, “Hong Kong is one of the best places in the world for an e-commerce business. From Hong Kong, an e-commerce company can access the best logistic facilities in the world and can reach a global audience. In addition, there is a lot of local and international talent based in Hong Kong to help e-commerce businesses expand their teams”.
The company is continuously looking for new local and international talent to join the team to support its rapid growth. Grana told that the brand has been very well received in the Hong Kong market but it sometimes becomes crucial to selling to a global audience. They are rapidly expanding their geographic coverage. He also told that currently, they are selling to Australia, the US, Singapore, Hong Kong, and New Zealand and soon they will add a lot of new markets shortly, including some in Europe.
GRANA’s key advantages are its low overhead and ability to quickly shift inventory based on customer demand. It has launched a new site that integrates social media networks like Instagram, so customers can tag outfit photos and show how they are styling the brand’s pieces. Grana is working with strong and growing tech team and by the end of this year, it will increase its catalog of styles significantly, adding French poplin and Irish linen shirts, sweaters made out of Mongolian cashmere and merino wool, new styles of denim jeans, twill chinos, socks, and sportswear and many more.