House of Campbell from Startup to Scale

House of Campbell, the 2024 DHL Next Gen award winner, has successfully managed the complexities of scaling an emerging fashion label with the strategic support of DHL Express. Discover how Abby Potter transformed her brand from a local startup into a global player in the Australian fashion industry.

In the ever-evolving landscape of the Australia fashion industry, few stories resonate as powerfully as that of Abby Potter and her brand, House of Campbell. As the 2024 DHL Next Gen award winner in Australian Fashion Week, Abby’s journey from the humble beginnings of learning to sew at age five to becoming scaling her brand internationally is one of passion, resilience, and strategic partnerships. Her story stands as an inspiration among Australian fashion designers, particularly for aspiring women in the industry.

The early chapters

Abby Potter’s love for fashion began at a tender age. By five, she was already mastering the basics of sewing, a skill imparted by her Nan. By the time she was 14, Abby was gaining invaluable work experience in Australian fashion workrooms, an early introduction to the inner workings of the Australian fashion industry. Her journey through various roles — from costume design and bridal fashion to ready-to-wear production — honed her skills and deepened her understanding of fashion’s intricacies.

A transformative chapter in Abby’s career took her to China, where she delved deep into fashion logistics solutions and gained hands-on experience in production. This experience not only equipped her with a comprehensive understanding of fashion supply chain dynamics but also fueled her passion for quality craftsmanship. Upon returning to Australia, Abby took on a teaching role at a fashion college, where she shared her expertise with the next generation of designers.

It was during this period that Abby experienced a light bulb moment. Witnessing the adverse effects of mass production firsthand, she realized there was a better way to create fashion — one that blended the artistry of couture techniques with the accessibility of ready-to-wear garments. This realisation led to the birth of House of Campbell, now known as one of the few Australian fashion brands dedicated to producing high-quality, lasting fashion that stands as a response to the throwaway culture prevalent in the industry. Abby’s drive to create garments that could be cherished for years became the cornerstone of her brand’s philosophy.

Winning the Next Gen 2024 Award

Winning the Next Gen 2024 award marked a significant milestone in Abby’s career. The award not only validated the hard work and dedication that had gone into building House of Campbell but also opened doors to new opportunities. Showcasing her collection at Carriageworks during Next Gen Fashion Week provided Abby with a platform to present her vision to a broader audience, including retailers, stylists, and influential industry members.

The runway show at the Afterpay Australian Fashion Week (AAFW) was a game-changer for House of Campbell. Being included among distinguished Australian fashion designers such as Akira, Anna Quan, and BEC + BRIDGE was both an honour and a testament to Abby’s talent. The exposure from this event helped Abby build essential industry networks and connections that would prove invaluable as she scaled her brand.

One of the most transformative aspects of winning the Next Gen award was the mentoring Abby received from DHL’s supply chain logistics specialists. Their insights into fashion logistics solutions and commercial opportunities provided Abby with the knowledge needed to optimise her operations. The expert guidance from DHL helped her implement practical strategies that not only enhanced operational efficiency but also set the foundation for sustainable success. This mentorship was instrumental in helping House of Campbell navigate global logistics challenges in terms of delivering products to international customers.

Scaling the business with DHL Express

As House of Campbell grew, so did the challenges associated with scaling the business. Abby faced significant hurdles, such as meeting production minimums whilst balancing cash flow. In today’s market, the risks of overproduction are high, particularly in economically uncertain times when consumer spending drops. To address these challenges, Abby adopted a strategy that combined local and offshore supply chains, allowing her to adapt to demand without committing to large, risky production runs.

Targeting international markets such as the USA, UK, Scandinavia, South Korea, and Japan required a robust fashion supply chain and reliable ecommerce logistics solutions. Here, DHL Express played a crucial role in ensuring House of Campbell could meet the high expectations of Abby’s global clients. DHL Express’ e-commerce logistics services were pivotal in maintaining customer satisfaction, ensuring that orders were fulfilled promptly and efficiently.

Beyond customer satisfaction, DHL Express’ prompt timely and reliable delivery was also crucial in maintaining strong partnerships throughout the fashion supply chain, such as international retail partners and stylists. With the DHL Express team handling global logistics, Abby was free to focus on House of Campbell’s creative vision.

Looking ahead: House of Campbell’s future ambitions

Reflecting on the recent successes and collaborations with stylists and media, Abby Potter remains both cautious and optimistic about the future. The recent milestones have validated the hard work put into House of Campbell, but Abby is aware of the challenges that lie ahead. As the brand continues to scale, Abby is committed to taking a thoughtful approach, ensuring resilience in the face of economic uncertainties.

Looking to the future, House of Campbell has ambitious plans to expand its product line, including the introduction of accessories. This new venture promises to bring fresh creativity to the brand, further enhancing its appeal in the international market. Abby’s commitment to maintaining the brand’s core values — quality, craftsmanship, and sustainability — will continue to guide House of Campbell.

For other emerging Australian fashion designers considering the Next Gen program, Abby’s story is a powerful inspiration. The opportunities provided by DHL Express — from expert mentoring to robust global logistics support — have been instrumental in House of Campbell’s ability to scale, offering unparalleled exposure and critical industry connections. 

As House of Campbell continues its journey, DHL Express remains a steadfast partner, committed to supporting Abby and other ambitious Australian fashion designers in achieving their business goals. Abby encourages fellow designers to seize this opportunity to elevate their brands, knowing that DHL Express offers the fashion retail logistics solutions necessary to take your brand to the rest of the world. Create a business account today and make your mark in the industry.