Rao and David Liu, co -founder of siblings behind the brand of luxury leather accessories Litroology“From a young age” was a business bug ” – but he has not yet jumped into business ownership.
Photo Credit: Courtesy cherries. David and Ray Lee.
In fact, Dallas, Texas -based, brothers’ early work experiences took him to New York and somewhere: Rai started his career in the fashion industry, while David mastered advertising, marketing and sale.
In 2001, his father, David Liu, who is a business himself, formally added vertically integrated e -commerce company DC International. With their belts, with complementary professional skills sets, siblings decided to start a brand directly from consumers under DC International’s umbrella: Litroology.
“We have our own manufacturing in China, and it’s really unique because it is our own, fully owned, and prepares for (our brands),” says David. “So this makes us from the end to the end. The leather is made in the upper part.
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In the place of accessories, RAE’s work gave rise to its initial vision for the brand. It had a deep understanding of leather products and industry work, but the price of standard equipment has been a barrier to many consumers, including itself.
“I worked for my long hours in the fashion industry in the 20s of my 20s, and realizing that I could never afford the bags I was working on,” Ray said. “Price point and quality were really important to me. I thought a better way (to be).”
Image Credit: Courtesy Chermeology
RAE wanted to provide high quality, everlasting leather design directly to users at a reasonable price, and asked David if he could use his advertising background for help. Of course, David agreed. They both started the business in 2008.
In the years after that, Litroology has increased in an 8 -digit brand, even between the fluctuations in the supply chain and the economic uncertainty.
Businessman He sat down with RAW and David to learn more about his successful development strategies – and what is next to this brand.
1. Has the self -funded and processing
From the first day, lithology has been provided by itself. Without foreign investment, the founders can always make decisions that are in the best interest of the business.
“We talk about it (like) the house we want to live, not the house in which we will return and then try to sell more money,” Rae said. “This means that we make strategic decisions and invest in the things you won’t do if you look for exit.”
In the views of the founders, the smart growth is “slow and stable” – and translates “absolute freedom”.
“We are proud of keeping ourselves proud of keeping a profitable business,” says David, “which may decrease the weather over the years. We have been able to make a profit every year, and it really allows us to think about the business decisions that will prove to be good for our longevity.”
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2. Tilt in quality and what product separates
From the very beginning, the founders preferred standard workmanship and monogram personalization in latheology products.
This brand first used blind stamping, where the initials are pressed into the material, then the foil is introduced in its designs, which extend to add different colors and font options.
“We have been hand -painting for years,” says Rai. Many people in space are digitally published. You usually just see only luxury houses that are still hand -painting, but we are trapped in a way with our guns – (and) the idea of ​​the craft. So we are still doing the same. We have craftsmen who paint everyone, and we are in fact to increase this rating while the maximum font and the letter are for the first time that this rating is promoted. “
The founders say that the vertical integration model attracts this attention to the level of detail and personal nature. Lithrology is also launching an option for customs art works, which allows people to upload their design – for example, a handwritten note – to highlight the product.
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Image Credit: Courtesy Chermeology
3. Do not reduce the value of diverse marketing
In the early days, latrology did not rely on social media for its development. Instead, the founders founded the brand, then diversified its marketing channels.
The brand is the “strong” B2B business, which works together with Fortune 500 companies and small businesses to put their logo on products that they give to clients and employees.
David says, “Many of our users who have been with us for years, were actually (when) hearing about latrology for the first time.” “This is really the word of mouth (growth), which is the most important and cheapest form of marketing. So we are leaning on gifts. We are doubled on it in this holiday season, more gifts, created prepared moments.”
Even David remembered once when he met a client in Google and mentioned his family’s brand: a woman pulled out her latology bag, saying she had received this gift and she was giving it to all – a great example of this “snobical effect”.
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Now, as this brand is growing, Rae and David are excited to advance the international expansion of the Littleology and double the commitment to innovation and customization.
“I really want to own a personal place,” says Rai. “I want to go to the name of Go -to -go, that we are doing better than others, which is more accessible. We live in a very consumer society, and I will obviously love to buy better and use better and buy cheap goods, but buy something that is going on for longer than us.”
Image Credit: Courtesy Chermeology
Moreover, the founders say that working as a family business provides them with a different benefit, especially because their long -term goals and interests are always associated.
“It’s funny, our father says, ‘You guys can discuss anything but never fight about money,” “” says David, “(and) It’s something we never discuss. We want to build this company, and we have the same drive and encouragement. As Rai said, we want to build this house. Finally, it is difficult to align a long -term alignment with your sister who is your sister. “
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