As the brand celebrates its five-year anniversary, it's showing no signs of slowing down.
capsule with Over the Moon earlier this year that includes a range of floaty white and ivory dresses in a breathable cotton-silk blend. To celebrate the value it's added to wardrobes since its debut, Merlette released a limited run of The Soliman, its fan-favorite dress that, for many, has served as a sartorial gateway to getting hooked on the label.
"It's a short dress, almost a tunic, with about six or seven yards of fabric," Cortbawi says. "We started with that dress, which I think made Merlette well-known." The anniversary Soliman features metallic white and black embroidery, which, for seven yards of fabric, is no easy feat. Looking ahead to the next five years, Cortbawi and Ivo Lamers, her husband and the CEO of the brand, want Merlette to have a retail presence, likely starting with pop-up stores in L.A. and New York.
"We understand that that's a different animal compared to the business that we're running right now, because you need the proper space, you have a different inventory, you need to manage the inventory, you need to have staff, you have a different PR, and it requires definitely more manpower,. But we do believe that we're set up to bring it to life at a certain point," Lamer says.
Establishing a physical retail footprint does not mean that the brand will abandon its successful wholesale business. "I have a wholesale background, so it's kind of in my DNA," says Cortbawi. "We really love our partners. They really get the gist of our business. We work with partners that we choose, who sell the products well, who pay on time, who treat us well, and that's our choice.
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