In this exclusive documentary series, Maxim Sion, fashion entrepreneur and Business Development Manager at Bleckmann, shares his experience of building a brand from the ground up – providing valuable insights on the practicalities of making your vision a reality. In this episode, he explores a difficult period for his brand, Black and Gold, following the COVID-19 pandemic and how he made a pivotal decision about its future.
With a solid logistics partnership and consistently growing demand, including distribution in around 150 retail stores, the Black and Gold brand was reaching new heights in the months before the pandemic. However, like many in the fashion industry, the brand was forced to rethink its strategy following the closure of stores across Europe and the rest of the world. Working closely with their third-party logistics (3PL) provider, Bleckmann, Maxim and the team decided on an ambitious response to the situation.
Strategic resilience: Meeting evolving market needs
With physical retail out of the picture, the team made a strategic shift toward direct-to-consumer (D2C) sales. This transition was simplified by the fact that all their stock was fulfilled from the same distribution centre (DC), requiring minimal operational changes. The team also seized an emerging product development opportunity: producing Black and Gold-branded face masks. However, even with these adaptations, the ongoing disruption caused by the pandemic made a full recovery incredibly difficult to achieve.
Personal crossroads: To sell or not to sell?
After much reflection, Maxim and his business partner decided to step back from the business. “I was at that time, I think, 27 and my business partner was 26, and he was starting to think about buying a house, getting a child, and he was searching for more stability,” says Maxim. “So, we started the process of finding solutions to sell the brand or find new investors.” After months of meeting with potential investors proved unsuccessful, the team made the difficult decision to put the brand on the market.
Eventually, they found the right buyer to take over the management of Black and Gold, and it was time to let go of the business they had built together. But having developed the brand from its early days as a passion project into a well-recognised name in stores across Belgium and beyond, moving on was challenging for Maxim and the team. “It was not an easy decision,” he concludes. “Letting go is always very difficult. Of course, later on, it opened new doors, and we learned a lot during our journey with Black and Gold.”
Press play on episode 7 to get the full story, and don’t forget to check back soon for the final episode of the documentary series, where Maxim will share his key learnings for fashion entrepreneurs. And, if you’re looking to scale up your fashion logistics operations, get in contact today for a free consultation with a Bleckmann expert.
