My role
Business & Design Strategy Manager
What I did
Architected the B2B go-to-market for Europe and the Gulf, defined the cross-border brand architecture, and built the partnerships with enterprise buyers.
The result
Real resultA 40% market expansion, 25+ enterprise buyers brought on, and 3 new product ecosystems launched.
Strategic Context
Sruti Dalmia is a contemporary women’s wear label that blends tradition and modernity, designed and made in India. It runs as two labels under one house, with two very different customers. A couture-led label shows on runways. A wholesale line sells to retailers. My job was to turn the second into a business that could cross borders.
I worked as Business & Design Strategy Manager. The brief was a growth question: how does a label with strong design and a loyal home market become something retailers in Europe and the Gulf want to stock?
Sruti Dalmia
The runway and couture label. Hand-embroidered cocktail and evening pieces, shown at fashion weeks and made on order in the label's own atelier.
SUNDÉA
The wholesale line. Luxury daywear and resortwear in artistic prints and natural fabrics, designed for retailers, with an online wholesale platform and clear ordering terms.
The Go-to-Market: Make It Easy to Say Yes
A new brand asks a retailer to take a risk. The strategy was to remove as much of that risk as possible before the first conversation. SUNDÉA is built around a clear minimum order, a fixed order journey and support that continues after the sale. I built the brand book that sets this out for buyers and onboarded the retailers it is written for.
01
Select
- Mix and match styles, colours and sizes across one order
- Minimum order of USD or EUR 3,000, with 3 pieces per style
02
Confirm
- 30% advance payment confirms the order
03
Produce
- Made to order, 90 to 100 days from confirmation
04
Dispatch
- 70% balance before dispatch
- Worldwide shipping, DDP or EXW, with DHL and FedEx
05
Deliver
- Delivery in 4 to 8 business days after dispatch
Why retailers choose it
A clear order model only works if the product and the partnership are worth the order. These are the four reasons the wholesale line was designed around.
Integrated production
Designed in the studio and produced through specialised manufacturing partners, with scalable monthly volumes.
Premium materials and artistry
Premium natural fabrics with detailed artisanal techniques, built for lasting wear.
Seamless ordering
A secure online wholesale platform where global retail partners browse, order and manage collections.
A real partnership
Competitive pricing, healthy margins, reliable shipping and merchandising support from placement to delivery.
Reaching Buyers
Buyers meet the brand in person before they order. In 2025 and 2026 the label took part in six trade shows and fashion weeks: South East Asia Fashion Week, Coterie New York, Who’s Next Paris, White Show Milan, Miami Show and CIFF Copenhagen. The brand book carries that presence into every buyer conversation.
Partnerships and Results
The goal was enterprise buyers in markets the label had not sold into. The work produced the figures below, and they are results from my role, not projections.
0%
market expansion across Europe and the Gulf from the go-to-market strategy
0+
high-value enterprise buyers brought on as partners, including Elahe, Pernia and Ogaan
0
new product ecosystems launched through the cross-border brand architecture
Aligning design with revenue
A wholesale line needs the design team and the commercial team working from the same picture. I used Salesforce data and consumer analytics to connect creative decisions to revenue targets, and defined the brand architecture and market positioning that each market would see.
The customer
Curious, independent and emotionally aware. She cares about heritage and where things come from, but she is not nostalgic.
How she lives
In cities such as New York, London, Paris, Dubai and Bali, choosing experiences that feel meaningful rather than obvious.
How she dresses
Feminine, confident and personal: sometimes romantic, sometimes bold, always authentic.
Her roles
Mother, partner, creative or leader. She moves between them without losing her sense of self.
Visibility
Visibility feeds the wholesale pitch: a retailer takes a label more seriously once the press and the runway have. In February 2026 the label made its New York Fashion Week runway debut, and I built the partner pitch for the next show: the audience, the reach before, during and after, and four ways for a brand to take part.
The label has been featured in Vogue, Harper’s Bazaar, ELLE, Grazia and Marie Claire.
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