Founders exit Silkbody as online business thrives

The father and daughter team behind silk clothing brand Silkbody will step down from the business next month as they hand over the reins to a Wellington buyer. 

The business is currently based in Waikouaiti, Dunedin, and will shift operations to Wellington in April. The 16 year-old brand is known for its lifestyle clothing in silk and silk blends.

Designer and director Emily Cooper says “We have been enjoying significant growth over the last three years and felt it needed a fresh approach to manage this growth and really take it to the next level. It is the right time to hand the baton over. We’re excited for this next phase for the brand.”

The New Zealand Fashion Museum describes Silkbody as “an example of a thriving fashion enterprise – utilising New Zealand design and marketing skills and off-shore production – in the post-protectionist environment. It is also proof positive that you don’t need bells and whistles to produce a successful clothing label. Silkbody specialises in the classic wardrobe fashion essentials most directional designers are too busy to bother about.”

Silkbody’s business model changed around four years ago as David and Emily shifted from a traditional distribution model of selling to retailers, to selling almost exclusively online, direct to customers through their own ecommerce sites and the Amazon marketplace. 
More than half its sales are exports to customers in the Europe, USA and Australia. They believe there is great potential to develop this business model, which they say is much more efficient and profitable, especially for small businesses.

New owners Laurian and Darryl Godwin are excited about relocating the business to Wellington with its burgeoning creative fashion scene. Although the business model will remain predominantly online sales, they look forward to establishing a small retail presence in the creative capital.

“Of course we are drawn by the gorgeous product Emily and David have created. We’re also excited about the ecological sustainability of silk, and what this means for the planet on a go-forward basis,” says Laurian. 
 
Following the handover, David will retire and Emily will focus on other opportunities and personal projects.
 
“We would like to thank all those people that have believed in us and helped us to develop the Silkbody, Silkbaby, Silksak and Silkliving brands and bring them to the world,” says Emily.

Photo: Emily Cooper (left) and David Cooper (right) with new owner Laurian Godwin.