Making it Work: Direct approach pays off for high-end fashion firm

After changing its business model to weather the pandemic, Malena has now signed a contract with global nappy brand Pureborn

17th September, 2021
Making it Work: Direct approach pays off for high-end fashion firm
Elena (left) and Malindi Demery of Malena: ‘We want to get into loads of different areas, but things that are true to us.’ Picture: Fergal Phillips

Most people associate Malena, a business founded in 2015 by sisters Malindi and Elena Demery, with high-end fashion. But the successful firm, which is known for bringing the popular Freddy Jeans brand to Ireland, has just signed a contract with Pureborn, a global nappy brand with an eco-friendly ethos.

It marks a new direction for Malena, which has agreements with 160 retailers and has served tens of thousands of customers directly through its online platform. It...

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Related Stories

Making it Work: Sky’s the limit for vertical farming agritech firm

Making it Work: Archaeological consultancy digs deep to find success

Testing service helps lab tech firm to combat the challenge of Covid

Agritech firm set for growth as Flockwatch joins the app herd