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Hosiery brand sees expansion thanks to free small business digital programme

A petite slim woman with brown skin and long straight dark brown hair sits crossed legged on a grey velvet chair. She wears an off the shoulder cream sweater. She's smiling into the camera.

Launching an inclusive fashion brand

Soni Panda has been fashion blogging since 2012, and in December 2020 – during the pandemic – she launched her own designer hosiery business after spotting a gap in the market. 

 

By Soni Panda X is a gender-inclusive hosiery brand dedicated to changing people’s perception of, and removing the stigmas attached to, hosiery and the wearer.

 

Taking a people-first (rather than gender-first) attitude, Soni sells her lovely products online. To generate sales, the business has been relying on personal contact with customers, through direct messages on social platforms. 

 

But Soni has ambitions to open pop-up shops, attend markets, connect with other retailers, and to tour events with a focus on Pride events. 

A woman sits on a wooden floor. She's wearing a bright pink blouse and tights, and white high heels. Her head isn't included in the shot.
A pair of slim legs with pretty lace patterned black tights. A paid of high heels black shoes lie next to the right leg.
A woman stands on a wooden floor, with a white wall behind her. She's wearing a white blouse, a tartan-print mini skits, red tights, and white high heels. Her head isn't in the shot.
A woman stands on a wooden floor, with a white wall behind her. She's wearing dark blue tights and a colourful kimono. Her right leg is being held up, knee bent. She's wearing high heels. Her head isn't in the shot.
A woman stands on a wooden floor, with a white wall behind her. She's wearing a black pencil skirt, black tights with a seam running down the middle of the back of the leg. She's wearing black high heels with sparkly decoration on the back of the heel.
A woman sits in a light grey chair, with a white wall behind her. She has brown skin, and long brown hair. She's wearing a white blouse, black short playsuit and patterned black tights.

Problems impede progress

Despite the exciting plans, Soni was facing significant challenges which were impeding progress. For instance:

  • Getting the right kind of exposure for the brand.
  • Making industry connections.
  • Developing the confidence to network and promote the brand.
  • Lacking a mentor to discuss and navigate the challenges.
 

Soni felt she would benefit from expert guidance to help navigate these and other barriers. We knew Soni from another business support programme we were running in Harrow. We told her about our London E-Business Support Programme – which offers advice on digital marketing strategy for business. Happily, she signed up.

Harnessing digital for growth

The programme offers entrepreneurs free expert guidance to help them leverage the power of digital resources to benefit their ventures. 

Soni thought the service was “fantastic”.

She explains: “Honestly, it has made the world of difference speaking to the team. I worked with Dipa Kotak and Dhiren Mistry, and both of them were supportive whenever I needed some help/guidance. 

“Both were deeply knowledgeable, approachable, and genuinely invested in my success. They offered tailored advice that addressed both strategic and operational aspects, with a clear understanding of my unique challenges.”

The advice, insight and mentoring helped Soni take steps forwards in her journey towards expansion. Not only was she able to create an effective digital action plan, but she found that having someone to be accountable to helped her stay on track.

A woman with brown skin and long dark brown hair sits on a wooden floor. She's wearing a black patterned mini dress.

The outcome: new services and more sales

The programme’s structured support, designed to to accelerate small business digital transformation, gave Soni the opportunity to plan in a more strategic way.

She comments: “I’m now a lot more organised, focused and realistic with my goals. I’ve also developed a more targeted marketing strategy, which has increased brand awareness and engagement. These improvements have resulted in stronger customer loyalty and consistent growth.”

Soni highly recommends the programme to other business owners as an invaluable resource for small businesses at any stage. We look forward to seeing Soni’s brand take the hosiery industry by storm!

If you need help with your digital strategy, sign up to our FREE E-Business Support programme today: https://londonbp.co.uk/business-support-programmes/london-e-business-support-programme. Or email in**@lo******.uk .

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