When Haeni Kim launched fashion brand Kitri back in 2017, it was born out of a frustration she shared with her friends: not being able to find well-made wardrobe staples and fun, fresh designs at an accessible price point. Since its debut, the label has since gone on to become an internationally renowned brand, stocked everywhere from Harvey Nichols in London to Brown Thomas in Ireland and Galeries Lafayette in Paris.
Having moved from Korea to the UK as a teenager, Kim initially had dreams of being a professional ballet dancer which required hours of gruelling training – something which she now credits as providing her with a level of determination and discipline that’s become invaluable in her journey as an entrepreneur. She immersed herself in the fashion industry during her early twenties, gaining as much experience as she could in all areas – from design to marketing, merchandising and finance. A five-year stint in Hong Kong then taught her everything she needed to know about product development, before she returned to London to launch Kitri.
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Now, as the brand celebrates its fifth birthday, Kim is looking forward to the next stage of Kitri’s development, with further investment the next logical step. Here, she shares her top pieces of advice for building your own small business and taking it to the next level.
1/ Visualise the future you want
“This sounds corny but it really helps me to have a bigger picture in mind when making decisions on a daily basis so I can keep laser-sharp focus on achieving that vision. Not everyone wants the same things in life and the one great advantage of starting your own business is the possibility of designing your own future. I always visualised Kitri as a global lifestyle brand, a brand that speaks to creative, fun, go-getting women and that can be part of her life in all aspects. I wanted a job that I was passionate about, a job I can dedicate my life to; a legacy. So it’s a marathon for me and not just a quick sprint to the finish line, which means I can build a different type of business with longer-term goals in mind. It certainly isn’t for everyone but that’s what I set out to achieve and continue to work on every day.”
2/ Hope for the best, prepare for the worst
“This was a mantra my entrepreneur father told me at the beginning. If the last few years have taught us anything, it’s that we never know what’s around the corner; we make plans, and plans change. It’s so important to embrace the uncertainty of being an entrepreneur. Be optimistic but be prepared for the worst case scenario – that’s your responsibility as a leader and a responsibility I take very seriously.”
3/ Be agile, experiment, fail fast, fail often
“Two things happen when you experiment; you either win, or you learn, so what have you got to lose? The first few years is the best time to experiment, learn and grow, both as a business and as a leader. As long as you have calculated the possible risks then be bold and embrace new ideas. When the global supply chain began to break down during Covid, product lead times got extended far beyond the norm and we had no new product flowing through the site. So we launched a pre-order function, which ended up being a huge success and became a key pillar in our business. Equally, we have launched different product categories – some of which haven’t worked out – but we learned from the experiment. I know that it will have a better chance of success next time because of it.”
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4/ Know your strengths and weaknesses
“Nobody is good at everything. I heard once that a founder should ‘interview’ oneself for the role every year and see if you’re still fit for the job. That really resonated with me. What do I love to do and what am I good at? Your role as the founder changes rapidly as the business grows. In the beginning, you have to do a bit of everything and that’s crucial in understanding every part of your business, but as it grows you need to recognise the different type of skills needed and start delegating in order to succeed. We all have different strengths and weaknesses, and understanding that from the beginning means that you’re always on the lookout for the right people to join the team when you’re ready, to give the business the best chance for success.”
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5/ Have the right team around you
“Fashion is an incredibly crowded, competitive space and I believe your team is one of the main factors that will help you stand out from your competition. On average, you spend more time with your team than your family, so it’s very important to surround yourself with people who you enjoy working with, who inspire you and who are as dedicated and passionate about the business as you are. We work very collaboratively as a team at Kitri and that’s the way I work best. I love bouncing ideas off the team and it always leads to a better idea at the end; an idea that everyone can get behind.”
6/ Don’t be afraid to ask for help
“It can be really lonely being the founder, particularly in the beginning. I felt a huge level of imposter syndrome and found it really difficult to admit when I didn’t know something, or when I needed help, because I felt like I should have it all figured out at all times. But nobody knows it all, and overcoming the embarrassment of asking for help has helped me tremendously. You’d be surprised how many people are willing to offer you help when asked, and getting advice from people who have gone through what you’re going through can help you navigate the difficult decisions you face.”
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7/ Sometimes ‘done’ is better than ‘perfect’
“I personally struggle with this one but it’s an important one. There have been some opportunities that I’ve missed out on in my career because I was so hung up on making something perfect. At the end of the day, what you do in the beginning of the business is rarely something that lasts forever, whether that’s the branding, website, product or logistics. There are always opportunities to make something better as you grow and learn, so getting things done to the best of your ability at the time is better than stalling, because nothing is perfect.”
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