Assembling the Brand: An Interview with Susanne Reich, Founder of Alp N Rock

Welcome to our latest founder series interview, featuring Alp N Rock, a luxury women’s clothing brand known for its fusion of high-end fashion and sustainable practices. Renowned for its commitment to adventure, travel, and timeless style, Alp N Rock offers a range of premium apparel, including outerwear, sweaters, après-ski outfits, and accessories. Available through top retailers like Revolve, Nordstrom, and Neiman Marcus, as well as boutiques and direct-to-consumer channels, its products are crafted in fair trade factories using the finest materials.

We sat down with visionary founder Susanne Reich to explore the brand's journey, their approach to sustainability, and the driving forces behind their unique blend of luxury and conscientious fashion.

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What inspired you to start Alp N Rock?

Alp N Rock was inspired by a vision to create clothing that not only transcends trends and stands the test of time, but also embodies quality, fit, and timeless elegance. From the beginning, we aimed to establish a brand that values kindness and respect over mere profit. We launched in 2007 with a goal to provide education to 1,000 girls in developing countries, and are proud to be a certified B Corporation. This certification underscores our pledge to ethical practices and our belief that a successful business can—and should—make a difference.

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Who is your target demographic, and how do you engage with them through marketing and product development?

Our core demographic comprises women of all ages who lead successful, active, and balanced lives. These women are passionate about adventure and travel, whether it's discovering a new restaurant, hitting the slopes for a weekend ski trip, or exploring a foreign country. She cares about others, and gives back to the world around her, and as such, takes an interest in brands that align with these same values.

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What was a challenge you didn't expect, and how did you overcome it?

The apparel industry is always evolving, and many challenges are often unforeseen. One significant challenge we faced was adapting to disruptions like the COVID-19 pandemic, the iOS update, and shipping delays. Overcoming these obstacles required having an adaptable team. By remaining flexible and proactive, we were able to adjust our strategies and respond effectively to these unexpected changes.

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What are some strategies that have helped Alp N Rock gain more brand recognition?

With the rising costs of paid media and influencer marketing, we focus heavily on word of mouth by ensuring our customers have a positive experience with both our products and service. We launched a loyalty and referral program to incentivize our customer base to share their experiences and return for repeat purchases.

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Where do you see your CPG business in the next 5 years? Any short-term and long-term goals for brand growth and market expansion?

We are seeing good growth, and plan to expand our direct-to-consumer presence via our ecommerce shop, and by opening brick-and-mortar stores in key U.S. locations. We also aim to expand internationally into the European market within the next two years. Additionally, we will continue to focus on growing our wholesale business with major retailers in the U.S. and Canada, as well as expanding collaborations with like-minded brands.

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As a founder, what advice would you give to other entrepreneurs looking to establish their own successful consumer goods brands in the coming years?

Start with a strong team and know what your strengths and weaknesses are. Have a solid plan and good financing options, but try to keep all your equity so you don't end up working for someone else. Sink your teeth in, because it will sometimes take pure grit to survive and succeed.  Lastly, don't forget to have fun and applaud the wins along the way!

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As we wrap up this insightful founder series interview, it’s clear that Alp N Rock’s commitment to quality, sustainability, and community sets them apart in the luxury apparel industry. The brand’s innovative approach to both product development and customer engagement highlights a deep understanding of their audience and a dedication to making a positive impact. We’re inspired by their vision and resilience, and we look forward to seeing their continued growth and success!

Interested to learn more? Discover the story behind Alp N Rock.

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