Sarah Staudinger might be ready to make some new friends.
Financial sources told WWD that Staud, Staudinger’s Los Angeles-based contemporary brand, is starting to test the market, looking to bring in a new investor.
Staud has raised money in the past — Christopher Burch of Burch Creative Capital is the largest minority investor — but is now said to be on the hunt for additional funds to speed its development.
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Representatives for both Staud and Burch did not respond to requests for comment on Thursday.
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The brand might be ready for a growth spurt.
Last month, it launched Staud Sport, a kind of laid-back athleisure line that doesn’t obsess over the performance aspect of the category.
“Right now, the market is flooded with activewear that prioritizes competition, stats and run clubs — an approach that doesn’t resonate with our customers,” Staudinger told WWD shortly before the line launched. “Our customers are looking for chic, functional pieces that seamlessly transition into their daily lives….For our customer: hydrating is sport, WFH is sport, motherhood is sport and we want them to look good in every capacity.”
Staudinger cofounded the business with George Augusto in 2015 and leads it as chief executive officer and creative director.
The Staud website stakes out a brand positioning that is both empowering to women and accessible.
“At the heart of Staud is design,” the site says. “Crafted at the intersection of timeless classics and perfected novelty, Staud offers a collection to the modern woman who appreciates both.”
The brand’s main line, which marries accessible luxury with a European flair, is priced between $149 to $1,295.
Staud currently has six permanent stores IRL plus a website and is sold via wholesale through Shopbop, Fwrd and major department stores.
Investors like to get into businesses that have established themselves enough to prove that they are for real, but have started businesses — like retail or sport — that still have plenty of room to grow.
The brand also has handbags, shows, swim looks and pet-themed products, giving it plenty of categories to explore with any new potential backers.