Paige
PAIGE founder Paige Adams Geller is a pioneer of the designer denim movement—and the only female founder in the industry. Once a top fit model, she and partner Michael Henschel have built a fashion empire based on the foundation that fit comes first. An instant success when it launched in 2005, the Los Angeles-based brand has grown from a niche women’s denim company to a contemporary lifestyle clothier for men and women sold at high-end retailers around the world.
Our Partnership
With a unique ability to combine effortlessly chic style and impeccable fit, PAIGE was a brand that we had long admired. We had been studying the denim category for some time, including conducting our own in-depth consumer research, and the response we received from PAIGE consumers was extraordinary: the emotional connection and strong loyalty among PAIGE’s core consumers truly set them apart from the rest of the category.
When the opportunity arose, we welcomed the chance to meet the founders and quickly developed a strong rapport. Based on our highly productive early discussions, the founders chose to forgo a broader process and elected to partner with us. Our investment was completed in July 2012.
Strategic Focus
We have worked closely with the PAIGE team to help guide the overarching strategy for the business, including extending the brand into men’s and non-denim apparel, opening up new points of premium wholesale distribution, building out its direct-to-consumer business, and enhancing the brand’s digital presence, including social channels.
Demonstrated Impact
Since our investment, PAIGE has more than tripled the percentage of sales coming from its men’s product line, and non-denim products now account for more than 20% of sales.
The company has also expanded its direct-to-consumer channels, both ecommerce and PAIGE retail boutiques. In 2016, these channels grew over 55%, illustrating the brand’s continued momentum, as well as its ability to expand into new product categories.