Kaelo GlobalOwned brand
wearon.co
Our own fashion label, designed in-house and sold direct.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
A method that has not survived our own margin does not get recommended to anyone else.
A principal, Kaelo Global
wearon.co is the group's own consumer brand, and its only one. It designs and sells fashion directly to customers, and it is run as a business in its own right instead of as a showcase. It is also where we test our own methods, because the marketing ideas we recommend to clients have to work on wearon.co's profit and loss first.
The label is small and deliberately focused. Design, range planning and development are handled in-house, production sits with manufacturing partners, and the fabric decisions draw on the group's long experience of trading cloth. Selling direct means the brand owns the customer relationship, the data and the returns, which teaches us more than wholesale would.
Running our own brand keeps us honest. When we talk to clients about acquisition cost, repeat purchase, returns or cash on delivery, we are describing problems we manage ourselves every month.
Inside the brand
What wearon.co isDesigned in-house
Design, range planning and development are held internally instead of licensed or bought in. The label has a point of view because someone here is responsible for having one.
Sold direct
Selling direct to customers means the brand owns the customer relationship, the data and the returns. All three are harder than selling wholesale, and all three teach us more.
Cloth chosen by people who buy cloth
The group has traded fabric since 1989. That shows in decisions about weight, handle and construction that a label without that background tends to leave to a supplier.
Where we test our methods
Acquisition cost, repeat purchase, returns and cash on delivery are measured here first. A method that has not survived our own margin does not get recommended to anyone else.
Small runs and careful pricing
Ranges are planned in small quantities, with prices set to cover returns and delivery, which keeps the business steady instead of chasing volume.
Customer service handled by the team
Questions, exchanges and returns are handled by the same small team that plans the range, so problems reach the people who can fix them.
How the brand runs
Retail and wholesale enquiries
Stockist and partnership enquiries are read by the team directly.
Supply and production
Introductions from mills and manufacturers are welcome in writing.
Press
Press enquiries are handled through the group's communications desk.
Collaborations
Occasional collaborations with designers and makers whose work suits the label, discussed in writing before anything is agreed.
When to come to us
- 01You are a retailer or platform interested in stocking the label.
- 02You are a supplier whose capability genuinely fits what the label makes.
- 03You are a marketing client who would like to see how we run a brand of our own.
What we do not do
- White-labelling the brand for other companies.
- Publishing customer data or individual purchase behaviour.
- Promoting the label with claims about quality or results that we cannot support.
Common questions
