Company Profile: MESHKI
Overview
MESHKI is an innovative and rapidly growing fashion brand that specializes in affordable luxe women's clothing. Co-founded in 2013 by Natalie Khoei and Shadi Kord, both architecture graduates from UNSW Australia, MESHKI has evolved from a modest e-commerce startup into a formidable global brand present in over 190 countries. The brand seeks to empower women globally by promoting confidence and ambition through fashion.
Core Products and Services
MESHKI's product line is categorized into several core segments, all emphasizing elegance and sophistication:
- Dresses: Featuring a variety of styles such as mini, midi, and maxi dresses crafted from materials like satin, jersey, and knit. These designs are suitable for occasions ranging from cocktail parties to weddings.
- Clothing: Includes an extensive selection of tops, bottoms, outerwear, and two-piece sets.
- Accessories: Offers a curated selection of jewelry and shoes designed to complement the clothing collections.
- The Wedding Suite: A specialized collection that caters to modern brides and their guests, featuring elegant and timeless fashion pieces.
MESHKI employs a "shop new" strategy to keep its inventory fresh with new arrivals, best-selling items, and seasonal styles.
Financial Performance
The company has shown remarkable financial growth, with forecasted revenue of $300 million in 2024, more than double the $120 million revenue in the prior fiscal year (2023-2024). This growth highlights MESHKI's successful strategic initiatives and market expansion efforts.
Mission and Values
MESHKI's mission centers on empowering women around the world. The brand aims to be a leading force in fashion while promoting authenticity and self-expression. MESHKI upholds values such as positive societal impact, excellence, customer-centric focus, teamwork, and sustainable, ethical practices. The brand is also committed to acknowledging the Traditional Custodians of the land in their operations.
Leadership and Recognition
The co-founders, Natalie Khoei and Shadi Kord, have been instrumental in the company's success, recognized with the EY Entrepreneur Of The Year 2025 Australia award. Under their leadership, a dedicated executive team drives strategic planning and leadership cultivation within the company. Both founders have gained media recognition as influential figures in transitioning MESHKI from an e-commerce startup to a renowned fashion empire. Their achievements have been recognized by Forbes’ 30 Under 30 Asia in Retail & Ecommerce.
Marketing and Growth Strategy
MESHKI capitalizes on an omnichannel strategy, prioritizing digital marketing and influencer partnerships to achieve global growth. The company reports a 240% YoY increase in Klaviyo-attributed value, underscoring effective market penetration and customer acquisition strategies.
Competitor Profiling
Key Competitors
MESHKI operates in a competitive landscape that includes various fashion retailers offering similar styles and targeting parallel demographics. Key competitors consist of:
1. Princess Polly: An Australian brand offering trendy, chic pieces designed for young women, characterized by body-hugging silhouettes suitable for multiple occasions.
2. Sabo Skirt: Known for feminine, dreamy pieces often featuring soft colors and delicate fabrics, evolving from a fashion blog to a fashion label.
3. Showpo: Delivers trendy and affordable fashion in styles ranging from casual to glamorous, targeting the same demographic as MESHKI.
4. House of CB: A British label specializing in extravagant, body-con dresses and luxury evening wear.
5. Beginning Boutique: Offers youthful, versatile styles and a broad range of casual fashion that aligns with MESHKI's aesthetic.
6. PrettyLittleThing: Combines glamour with accessibility, offering flattering designs ideal for those desiring MESHKI’s style but with more variety and affordability.
7. Fashion Nova: Known for its bold, competitively priced designs, appealing to customers seeking MESHKI’s style at a lower price point.
8. Oh Polly: UK-based, focused on glamorous, body-con designs meant to impress, directly competing in occasion wear.
Common Themes and Insights
- Design Aesthetic: Many competitors emphasize figure-flattering, body-conscious designs, indicating strong demand for this aesthetic across the market.
- Market Positioning: Despite similar offerings, MESHKI differentiates through minimalist chic and glamour, whereas competitors may focus on affordability and broader product ranges.
- Target Audience: Competitors share a target demographic of young women drawn to trendy, chic, and versatile fashion.
Notable Attributes
- Brand Uniqueness: MESHKI's fusion of minimalist chic with glamour sets it apart, supported by celebrity-inspired designs.
- Versatility: The brand offers a diverse range of styles fit for various occasions, providing customers with statement pieces adaptable to both casual and formal needs.
By understanding its competitive environment and leveraging its unique value proposition, MESHKI can continue to strategically strengthen its market position and cater to the evolving tastes of fashion-savvy consumers.
