Bynd Artisan: A retail luxury brand’s journey of innovation and transformation

• Main Authors: TULI, Kapil R., MITTAL, Sheetal
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: Brand management; Luxury brands; Product lines; Brand Architecture; Marketing channels; Brand positioning; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/353; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-21-BATCH%20%5BPDF-Pic%5D/SMU-21-0006%20%5BBynd%20Artisan%5D/SMU-21-0006%20%5BBynd%20Artisan%5D.pdf?CT=1621843462286&OR=ItemsView
• Institution: Singapore Management University

Set in May 2020, this case describes the entrepreneurial journey of Bynd Artisan (Bynd), a Singapore-based atelier that sold premium paper and leather goods. Founded by Winnie Chan and James Quan in October 2014 as an entity distinct from Chan’s traditional paper and leather goods family business, B...