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Nau was then... and is Nau again

Posted by: Helen Walters on June 26, 2008

Back in early May, Innovation writer Ernest Beck wrote about the demise of the hip green clothing label, Nau, which had launched with such promise a few years earlier but failed to capitalize on the reality of the retail world and shuttered its doors even as it seemingly opened them. Now? Well. Nau is back.

According to a post on Nau’s site, they’ve found a new partner in Santa Barbara-based apparel company, Horny Toad and so they’re going to have a stab at Nau 2.0. And this time they’ll take a slightly different tack: “We intend to do some things differently. We’re going to start small and grow the business organically in relationship to the demand for our product. We’ll continue to sell through the web, but we’re also going to partner with select retailers who share our common goals. We will not be operating our own retail stores, at least not in the near term.”

In other words, they’re learning from their mistakes. Who knows whether this go round will be any more successful, but you have to applaud them for trying. And what a case study for evolutionary innovation this is turning out to be!

Reader Comments

Brendan Dunphy

June 30, 2008 12:13 PM

Good to see Nau trying again and maybe with more realistic goals. See for my take on their original strategy and where they may have gone wrong.

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