Launched in 2014 by Jennifer Chong from Florence and Roman Khan from Oslo, the new leather brand, Linjer, already hit millions in sales after just a few years of operation selling leather bags, wallets, and watches. So what makes Linjer extraordinarily successful in such a short time?
What’s the secret to the brand’s success?
Their secret: building from personal needs as that is very often other people’s needs as well. Jennifer and Roman were fed up with choosing between the disposable fast fashion that doesn’t last and luxury products that are more than costly. “Many people didn’t have choices really and were basically forced to purchase fast-fashion that harms the environment, harms our wallets, and in a lot of cases, harms the workers who work in the production process.” said Jennifer.
How did the start-up start?
So one day, they thought, why not create something new, something of high quality and sustainable but at the same time wouldn’t break their banks? And here they are, earning so much a year by satisfying people’s needs. Linjer launched its first Kickstarter campaign for bags two years ago. They raised over US$350,000, and more impressively, they made US$1 million in sales in its first 14 months by selling bags and wallets with rich vegetable-tanned leather!
The newly-launched watch line hits US$1 million in pre-orders in just one month!
The two has recently developed a line of minimalist watches for both men and women, as they wish to make the experience of checking the time less stressful and so they decided to make old-school analog watches to bring some ‘analog peace’ into lives. Once again, they were inspired to meet peoples needs, and the new watch line is a complete success.
Although Linjer spent the whole 18 months just on perfecting two watch designs, it was all worth it. The Minimalist and the Classic watches got US$1 million in pre-orders in just one month when they first launched. Each of them comes with vegetable-tanned leather strap, Swiss movements, and scratch-proof sapphire crystals, and are definitely elegant and timeless beauties. Best of all, they are all under US$250! Now, they are working hard to keep up with the hot demand.