Morgan Smith’s Lifestyle Brand Minnow Finds Success in King Street, Charleston SC
Minnow, a lifestyle brand founded by Morgan Smith, has recently captured significant attention in Charleston, SC, with its flagship store on King Street. Specializing in classic swim and resort wear for the full family, Minnow has become a significant player in the industry over the past few years.
Brand Inspiration and Key Products
The idea for Minnow was born out of a simple, personal need. Smith was searching for classic-style swim trunks for her 14-month-old back in 2015. Dissatisfied with the market’s offerings dominated by cartoon prints and decals, she decided to start her own line, focusing on high-quality products, design, and travel.
Despite her background not being in design, Smith successfully blended her marketing experience gathered from renowned brands like Kate Spade, Elle magazine, Guess Inc., and Bugaboo into her venture. Today, Minnow products range from its most popular swimwear to other family clothing and accessories, including French terry staples and butter-soft pima-modal pajamas.
Business Growth and Social Media Success
The brand quickly caught the attention of social media, enticing a customer base that includes celebrity moms such as Daphne Oz, Molly Sims, and Lauren Conrad. Each season, Minnow showcases enchanting destinations through nostalgic seaside photographs complementing their product line.
With strategic marketing moves such as launching a patriotically themed summer collection paired with a surf camp in Montauk, New York, the brand is continuously finding ways to elevate its presence on social media. For the latter part of the year, Minnow aims for a pop-up shop and hosting kid-centric events by the pool at the Ritz-Carlton Reynolds on Lake Oconee in Georgia.
Collaborations and Local Impact
In a bid to cement its place in the fashion industry further, Smith has collaborated with big names such as J.Crew, Love Shack Fancy, and Fanm Mon. The collaborations focus on creating unique and beautiful designs while upholding the strong value systems of the partnering parties.
Smith actively participates in local female-owned small business groups like Lady Business and Magnolia Labs, an example of her commitment to supporting local businesses and fostering a sense of community.
Future Growth and Expectations
Over the past five years, Minnow’s retail numbers have seen a shocking fourfold increase. In response to such growth, Smith’s role has evolved from a sole founder to a CEO managing a team. “Minnow brings high-quality and beautifully designed products to enhance family experiences,” she stated.
Thefuture looks promising for the brand. With no outside investment capital to date, they have managed to achieve a growth of almost 400 percent since 2019. The brand’s core strengths lie in the quality of its products and the loyalty of its customers. As such, patrons and fashion enthusiasts alike can anticipate more exciting developments from Minnow in the coming years.
