Orlebar Brown, known for its luxurious swimwear and stylish resort wear, is navigating the competitive landscape of the luxury swimwear market with ambitions that go beyond its current foothold. Co-founder Adam Brown expresses a deep-seated belief that their journey is just beginning, emphasizing that “we have barely started; still a lot to prove and accomplish” in luxury swimwear market. This sentiment reflects not only humility but also a vision for future growth and innovation within the brand.
The Brand’s Humble Origins
Despite dressing stars like Daniel Craig in his iconic role as James Bond and outfitting characters from HBO’s acclaimed series *The White Lotus*, Adam Brown stays grounded about the brand’s remarkable success. “We haven’t made it yet. We are not there yet,” he shares in an exclusive interview with *Arabian Business* when discussing the brand’s achievements in the luxury swimwear market.
Brown points to various milestones that bolster their confidence, such as witnessing customers’ reactions in London’s Selfridges, launching their first photo prints, and establishing the famed collaboration with the *James Bond* franchise, which broadened their appeal significantly. “You have these landmark moments which continue to arrive, and each one of them gives you a little push. We have still got a lot to prove, a lot we need to accomplish,” he adds, indicating that the brand is still in its growth phase.
Innovation in Swimwear Design
The inception of Orlebar Brown is steeped in personal passion and market analysis. “I was looking for something to do, an opportunity,” Brown recounts, reflecting on his career journey leading to the brand’s creation. His vision took shape when he developed a line of tailored swim shorts that filled a gap in the market. “There seemed to be a corner missing, which was the tailored swimsuit,” he explains, noting that this fresh approach was what differentiated them from competitors.
Starting with a single style of swim shorts available in multiple lengths, Brown quickly recognized the need for a broader offering. “Within a couple of years, we started thinking about what the next step might be, the possibilities, the opportunities,” he recalls. This led to the introduction of complementary pieces like t-shirts and polo shirts, marking the brand’s evolution beyond the luxury swimwear market.
Strategic Partnerships and Growth
A significant turning point for Orlebar Brown came in 2018 when French luxury giant Chanel acquired the brand. “That was a dream come true,” Brown remarks, acknowledging the positive outcome of the acquisition. Chanel’s hands-off approach allows Orlebar Brown to innovate and grow while benefiting from their vast expertise in areas such as legal guidance and sustainability.
As the brand looks toward the future of the luxury swimwear market, Brown emphasizes their ongoing commitment to innovation and expansion. They have recently launched new product categories, including bags and sunglasses, expanding their lifestyle offerings. “There’s so much we have not done, so there is so much we can do. And that is exciting,” he states, echoing his belief that they have only just scratched the surface in the luxury swimwear market.
Expanding Presence in the Middle East
As for future prospects, Dubai holds a special place in the brand’s expansion strategy. “I have seen Dubai evolve over the last 25 years,” Brown indicates, highlighting the region’s alignment with Orlebar Brown’s ethos of “sunshine, travel, happiness, and good times.” Currently, the brand has a presence in premier locations across Dubai, including Dubai Mall and Mall of the Emirates, with plans to open even more stores in the coming years.
Amid these expansion plans, Brown continues to embrace a hands-on leadership style, tackling challenges like international logistics and new product categories with enthusiasm. As he looks forward, he reiterates the excitement surrounding their potential growth. “We have barely started; still a lot to prove and accomplish,” he asserts, cementing a vision that is sure to resonate within the luxury swimwear market for years to come.