Encircled


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Encircled is an American womens clothing company. The company was founded in 2012 by Kristi Soomer and is based in Toronto, Canada.

Encircled creates versatile minimalist clothes with the traveler in mind. All clothing is Made in Canada, from sustainable and eco friendly materials

Website

encircled.ca

Revenue

$200,000/month

# Founders

1

# Employees

10

Location

Toronto, Canada

Instagram

@encircled_ (39.1K followers)

Facebook

Encircled (13.5K followers)

Twitter

@encircled (3.45K followers)

Website Rank

520,235

Business Started

November 2012

Business Type

ecommerce

Country

United States of America

Business Idea

women's clothing line

Company History

Kristi Soomer details the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Encircled?

I started Encircled out of frustration with a lack of versatile and stylish travel clothing.

While packing for a last-minute yoga retreat, my suitcase broke. I had to stuff everything into a much smaller bag, and it opened my eyes to the fact that I was one - bringing way too much stuff, and two- none of my pieces were versatile, and had potential to be I had a circle scarf packed, and I started to wonder...

  • What if this was made out of better fabric?

  • What if you could turn this into a cardigan AND a dress?

  • What if it would stay in the ways to wear without pinning or tying?

When I returned home from the yoga retreat, I felt inspired. I started drawing out product ideas on large pieces of paper and taping them to my condo doors and walls. I brainstormed company names and even bought a sewing machine off craigslist to sew my first sample. That sample, eventually became my first product, the Chrysalis Cardi. An 8-in-1 travel piece made from beautiful fabric, with hidden strategically placed snaps to help the garment transform into various looks effortlessly.

I did start really small - making just the Chrysalis Cardi in one size, two colours and retailing it online, shipping from my apartment.

At the time, I was employed full-time as a management consultant and making the best money of my career. However, I was never home - I traveled about 4-5 days a week every week. When I was home, I used my time efficiently to work in the business, do customer service, ship orders and write emails. I’d often take bags of orders with me to the airport, and drop them in the airport mailbox pre-flight!

I ran the business part-time for almost 2 years before it started to grow too fast to keep working full-time. I had to decide if I’d stay safe in my career, or go for it. And so I lept, and quit my job.

Source [1]

Technology

Encircled is built on Shopify.

They use MailChimp for their email. Google Suite, Dropbox, Slack, Asana, and Microsoft Office 365 for their productivity. ShipStation and Stamps.com for their shipping.

They use Facebook, Instagram, Twitter, YouTube, LinkedIn, and Pinterest for their social media.

References