LoveShackFancy is celebrating its 10th anniversary with a milestone year of expansion. Founder and creative director Rebecca Hessel Cohen shares her strategy, which includes category and geographic growth beyond the brand’s fashion roots.
After recent collabs with Gap and American Girl, Hessel Cohen teases more unexpected partnerships ahead, potentially including hospitality. LoveShackFancy’s first fragrance launches at Sephora this month, kicking off its planned beauty category growth.
The brand has opened 14 new retail stores since 2020 to bring its floral, feminine aesthetic to shoppers across the U.S. and recently overseas. Hessel Cohen reflects on hands-on learnings from LoveShackFancy’s first store opening in 2018.
She also discusses championing the color pink and confident femininity before it became a major trend. As the brand scales, Hessel Cohen has focused on building a senior team of experts to support expansion into new categories like beauty.