Case Study
DTC Brand, First Collection
A first-time founder launched a floral-print Sunday bag collection at exactly 200 pieces — the minimum. Landed cost USD 17.85 per bag; the collection sold through in 11 weeks at USD 95 retail and reordered at 500 pieces with zero spec changes. The program that proved the 200-piece path.
The Brief: a First Collection
A solo founder with an Instagram-native brand and no manufacturing history wanted to test a "cute golf" concept: floral-print Sunday bags for women golfers, budget-capped at USD 4,000 for the first order. The 200-piece startup program was the only structure that fit.
Spec and Cost
Landed cost USD 18.70 per bag; retail USD 95 — the model funded its own reorder.
| Line item | Detail | USD |
|---|---|---|
| Chassis | Sunday bag, 600D print polyester | 2,700 (200 × 13.50) |
| Print development | Strike-off, 2 rounds | 140 |
| Embroidery digitizing | Script logo, 4,200 stitches | 35 |
| Woven label + hangtag | Full suite | 160 |
| Dye lot | Solid second colorway shared at 200 | 120 |
| Freight + duties | Sea, DDP to 3PL | 585 |
| Landed total | 3,740 |
Timeline and Outcome: 200 Pieces to Sell-Through
Sample in 9 days (one revision on print saturation), bulk in 41 days, delivery 7 weeks after order. Sell-through: 11 weeks, driven by the floral aesthetic photographing natively on social. The reorder ran 500 pieces on file — no re-sampling, 63 days door to door.
Frequently Asked Questions
What did the founder do right?
Frozen the spec after one revision, ordered first-article photography from the sample before bulk landed, and launched with one hero SKU in one colorway — the exact playbook on startup programs.
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