Oonana, based in the US, is an online retail marketplace started by manufacturers to provide clothing brands a low cost and low risk platform to sell direct to consumer. With Oonana, US fashion brands can simply upload their existing product images on the site and defer the costly marketing and time-consuming customer service to the platform. As a marketplace, Oonana is also able to attract and keep more customers by offering a wider selection of vendors and styles. But unlike other marketplaces, Oonana can offer one central shipment of multi-vendor orders which eliminates multiple packages and higher shipping costs for consumers. The direct access gives shoppers first availability on the newest styles and the lowest retail prices by bypassing retailers. Oonana’s full retail proceeds go directly back to the fashion brands (Oonana only takes a small commission).

Fashion brands have had a rough run the past years with record levels of retailer closings that have dwindled their customer base. Continuing downward industry trends and ever-increasing cost pressures from the explosion of fast fashion have left clothing brands to deal with razor-thin margins and cut-throat practices from retailers. It’s clear that the traditional supply chain in fashion is broken and many clothing manufacturers are turning to a new direct-to-consumer model.