Lorna Jane
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| Private | |
| Industry | Retail |
| Founded | 1990 |
| Founder | Lorna Jane Clarkson and Bill Clarkson |
| Headquarters | Brisbane, Queensland, Australia |
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Key people
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Lorna Jane Clarkson (Chief Creative Officer), Bill Clarkson (CEO) |
| Products | Athletic apparel |
| Revenue | AUD$ 200 million (2014) |
| Profit | AUD$ 19.6 million (2013) |
| Total equity | AUD$ 500 million (estimated) (2016) |
| Owners |
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Number of employees
|
1,800 (2015) |
| Website | Official website |
Lorna Jane is a manufacturer and retailer of women's activewear, founded by Lorna Jane Clarkson and her husband, Bill. In 2016, the overall value of the business was estimated at $500 million, with an annual revenue for 2014 estimated at $200 million.
By 2015, the chain included 146 stores in Australia, 42 in the United States, and 54 stockists in other countries including South Africa, Britain, Canada, and Dubai. Larger stores ("Active Living Rooms") incorporate fitness studios ("Move Studios") and health food cafés ("Nourish Cafes"). The company headquarters and main warehouse are located in Brisbane, Australia, with regional offices in the US, Hong Kong, Shanghai, and Singapore.
The brand releases between 70 and 100 new designs every month. In 2014, they sold, on average, one pair of their "Flashdance" pants somewhere in the world every 27 seconds.
The company logo is three rhombuses, each with two of its opposing corners curved. The shape represents a stylised "L" and "J" joined together, and three of them together recall the company motto and mantra "Move Nourish Believe".
The company does not invest heavily in above-the-line advertising, preferring to rely on word-of-mouth and building customer engagement through social media.
One unusual feature of the company's finances is that it carries no debt, a philosophy that Clarkson says she follows in her personal as well as professional life.
Lorna Jane produces and sells a wide range of garments, including tights, sports bras, tops, shorts, pants, jackets and hoodies, shoes, and various accessories. Many items use the company's own moisture-wicking four-way stretch fabric, "LJ Excel". Others incorporate compression fabrics and "power mesh" panels aimed at adding stability, support, and smoothing to the thigh and stomach areas. Every Lorna Jane garment has a small heart-shaped bead sewn into it somewhere; a message to consumers that the garment is made "with love". Garments styles are named after Lorna Jane team members, with one team member saying "Seeing your name pop up on a monthly style sheet is as exciting as waking up on Christmas morning!"
Garments were originally produced in sizes up to "L", and in 2014, Lorna Jane introduced an "XL" size. Beyond that, Clarkson has said she had no plans to produce "plus size" garments, saying that there was no demand from her customer base and that the brand's previous ventures in this direction had been unsuccessful; "If my customer wanted bigger sizes, I would absolutely accommodate. But we have tried it and not sold it." However, in November 2016, the company published a photo of a model with a "curvy" physique in Lorna Jane garments on their Instagram feed. The photo quickly garnered 16,000 "likes". The company followed up by inviting consumers to register their interest in Lorna Jane garments "outside of the standard range."
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Wikipedia