Client Success Stories
Building WonderCru - A Customer-First Fashion Brand
In our ongoing series sharing stories of brand evolution, we meet WonderCru, an Irish fashion brand co-founded by Tara Anderson and Sophie Cafolla that has mastered the art of customer-led growth. Through candid conversation, we explore how they built a loyal customer base, secured a coveted spot in Arnotts, and continue to evolve while maintaining their commitment to premium craftsmanship.
What inspired the vision for WonderCru, and how has that vision evolved as your business has grown?
"Initially, our vision was to be a family brand, we wanted gorgeous fashion for women, men & kids. We evolved very quickly from this, our customer base was predominantly women who wanted gorgeous elevated fashion so we have moved on from a family brand to a womenswear brand. Who knows if this might change, but we will continue to listen to our customers and follow their lead."
The fashion / online retail landscape is highly competitive. What do you believe sets WonderCru apart in the minds of your customers?
"Yes, fashion is an extremely competitive space but we are so confident in what we bring to the market. Something we feel passionate about is our quality, we work with small factories in Portugal who produce such premium products for us. We have taken our time perfecting our fits, our materials & unique graphics & have build such an incredibly loyal customer base as a result of this."
Congratulations on your recent pop-up in Arnotts. How did this come about?
"We are so proud to have our brand in Arnotts, it was something on our vision board from day one. Initially we applied for Pitch, after completing our pitch the team at Arnotts felt that we were ready for our own Pop-up. We felt the fear and did it anyway and it has been such a highlight this year."
How has your understanding of your customers' needs changed over time, and how has this influenced your business decisions?
"We are really lucky that our customers are in constant communication with us, we regularly ask their opinion on social media & they always share their feedback with us. This has been invaluable to us, we know what they want and we are constantly trying to achieve that. Every single decision we make is with the customer at the forefront of our minds."
How do you connect with your customers across different channels, and what role has your brand played in making these connections more meaningful?
"As mentioned before our customer base is so loyal to us, our return customer rate is particularly high which we are so grateful for. We are reachable via dm on Instagram, customer care & regularly leave a question box on instagram and answer questions on sizing etc. Our Customer definitely feels comfortable reaching out to us which is really important to us."
What advice would you give to other businesses who are looking to elevate their brand in today's market?
"Social media has been a great support to us in terms of connecting with our customers. Don’t try to do a million different things, focus on one thing to begin with and get it perfect. Actively listen to your customers and ask them what they want from you, it has been invaluable for us."
Looking ahead, what excites you most about the future of WonderCru?
"We have just returned from Portugal where we were visiting our amazing factories. 2025 looks set to be a very busy year with lots of new launches and new products for us."
WonderCru's story demonstrates how focusing on quality, maintaining genuine customer connections, and having the courage to adapt can transform a brand vision into reality. Starting with our Launch service, they embraced the journey of building a strong foundation, showing that success comes not just from having a great product, but from truly listening to and growing with your customers.
