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During the DTC wave in the 2010s, the cashmere brand Naadam was one of the premier names. But according to co-founder and CEO Matt Scanlan, Naadam has always been an omnichannel brand.
“When you’re in a category business, you have to think about all the channels that are open to you,” Scanlan said. Over the years, Naadam has done private label and wholesale and sold its product through platforms like QVC. Now, the brand is doing its first diffusion line: a collection at Kohl’s, with pieces selling for as low as $79.
The partnership with Kohl’s, which doesn’t have an end date, came out of Naadam parent company Naadam Collective’s 2019 acquisition of sustainable apparel brand Ivory Ella, which has been sold in Kohl’s since before the acquisition. Naadam’s collection sold at Kohl’s is not a private label nor an existing product from Naadam’s catalog. Instead, Scanlan described the collection as a co-branded sub-label, using the same materials as Naadam’s mainline cashmere, only in lighter weights to bring the price down. Naadam’s main line of sweaters sells for around $98 and up. Naadam currently brings in over $100 million annually.
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