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A forward-thinking apparel company finds global customers online

The COVID-19 pandemic has turned our world upside down, with small businesses being hit especially hard. This is a pivotal time for SMBs, and the way they respond to the pressure will determine how their business runs for years to come. Many companies are taking this difficult situation and turning it into an opportunity. In our Positive Pivots series, we’re diving deeper into what these innovative businesses have done, and what lies beneath the surface to produce this kind of creativity and resilience.

This week we sat down with Ines Belakhdar, Founder of clothing company BYNES New York, to discuss how her plans for growing through retail were forced to change with the advent of COVID-19.

What is BYNES New York?

BYNES New York is a New York-based apparel supplier and retailer with the mission to inspire people with sustainable clothing and traditional craftsmanship at a fair price. Right now, we are focused on women’s clothing and accessories. When we started in May 2020, our initial plan was to grow through working with B2B boutique buyers.

How did your business plans pivot during this unusual time?

The COVID-19 pandemic was very disruptive to the retail industry, causing temporary and permanent retail shutdowns. Customers disappeared overnight, and when we were allowed to reopen our retail location, it took time for customers to return. I knew I needed to pivot my business model to digital to find new sales channels and create a more sustainable and reliable income.

I started to focus on ecommerce both direct-to-customer on B2C platforms and online wholesale on the Alibaba.com platform.

What is the lasting impact those changes will have on your business?

Getting on the Alibaba.com B2B marketplace has given us access to customers from all over North America and Europe. The company is growing fast and we will add new employees to help on the fulfillment of orders.

Has there been a silver lining for your business throughout the COVID-19 pandemic?

The pandemic forced us to rethink our distribution strategy and made our move to ecommerce inevitable. This move has created enormous opportunity for our business, and we look forward to reaching more customers with our sustainable, fair priced apparel and accessories.

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