CEO Secrets: Kookai Co-Founder, Danielle Vagner

Danielle catches a moment behind the scenes at Kookai ’15/16 runway show

BWA – What are some of your career highlights so far?

Watching the growth of the brand – I never imagined we would have 38 stores and be still expanding! Also the fact we are international (Australia & New Zealand) – with expansion plans in this space.

Our concept boutiques and the re designs of our retail experience as well as some of the amazing and talented campaign faces and friends of Kookai we have had the opportunity of working with – Catherine McNeil / Josephine Skriver / Nicole Trunfio / and Alexandra Agoston – to name a few.

BWA – What have been some of the biggest challenges you’ve faced in your career so far?

Going from wholesale to retail and then making the further leap to manufacturing – with us now owning over 3 factories in Fiji – was a challenge. They are such different states of mind and require varying management skills – it was definitely a juggle in the early days!

I also think the move from retail to our e-commerce offering has been a challenge. I adore retail and the experience of entering a store and been given individual attention, styling tips and inspiration. We wanted to ensure this same experience was replicated via our on-line platforms.

BWA – What was the most effective way of raising awareness for Kookai in the early years?

Developing a simple but consistent and recognisable logo and brand look & feel. Our blue bags quickly became synonymous with Kookai and will always play a major role in our identify moving forward as we look to take on new markets.

We also heavily invested in creating a store experience that was unique to us as a brand and consistent throughout all and any retail stores. This culture is still the very heart-beat of our business today.