Ecommerce brands
Private label lines, new categories and store refreshes for brands that already sell.
Private label clothingMarcel Studio
Private label and brand development, designed like a collection.
Marcel Studio takes a brand from idea to shelf: strategy and identity, product development and sourcing, packaging, photography, a Shopify store and wholesale. One partner, one look, built by the team behind Marcel Afters.
- Samples. Branding, artwork and colourways are approved on a sample before anything is made.
- Proposal. Scope, minimums, timing and investment are confirmed in writing before anything is made.
- One studio. Strategy, product, packaging, photography, store and wholesale, together.
The process
From first conversation to first reorder.
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01
Discover
We listen first: who the brand is for, what it stands for, and what the first collection or program should and should not include.
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02
Develop
Product development and sourcing for apparel, footwear, accessories and beauty. References, specifications and samples, approved before anything is made.
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03
Design
Identity, naming, labels, hangtags and packaging, drawn as one system, then photographed in a single flash-editorial look.
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04
Produce
Production is placed and followed. Artwork, colourways and branding are approved on a sample first.
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05
Launch
A Shopify store designed and built for the brand, with imagery, copy and wholesale ready on day one.
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06
Grow
Reorders, new drops and wholesale accounts, handled through the same studio and the same look.
The catalogue
Start from a piece that is already beautifully made.
Not every brand starts from a blank page. These are live Marcel pieces, photographed blank, that can carry your label, hangtag, packaging and artwork. Open one in the design tool to place your logo.
Apparel
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Men's Heavyweight Fleece Joggers
Shoes
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The Espresso Martini Mule
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The Masquerade Mule
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The Gilded Cage Slingback
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The Guest of Honour Pump
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The Smoking Room Chelsea Boot
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The Curtain Up Slingback
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The Moonlight Slingback
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The Second Bottle Monk
Photographed blank on limestone. Your brand goes on labels, hangtags, packaging and artwork, approved on a sample first. Availability and minimums are confirmed in your proposal.
What the studio does
Everything a brand needs, from one team.
Most brands are assembled from a strategist, a designer, a factory, a photographer and a web developer who have never met. We do all of it in one place, with one point of view.
- Strategy, naming and identityThe idea, the name, the mark and the voice.
- Product development and sourcingApparel, footwear, accessories and beauty, specified, sourced and sampled.
- Packaging designLabels, hangtags, boxes, tissue and inserts, drawn with the product.
- Photography and campaign imageryA flash-editorial look, shot to a standard that holds up beside the brands you admire.
- Shopify store design and launchA store designed and built for the brand, with wholesale and reorders ready.
- Wholesale and fulfilmentAccounts, line sheets, a buyer portal and a way to reorder.
Who we build for
One studio. Five kinds of client.
Founders starting a brand
Identity, a first collection, packaging and a store, built around your idea.
Start a clothing brand
Resorts and hotels
A signature retail assortment for the gift shop and the guest who wants to take the place home.
Hotel and resort merchandise
Spas and wellness
Branded retail that continues the treatment room: wellness apparel, footwear and accessories.
Spa private label
Restaurants and hospitality
Merchandise with the taste of your kitchen, for regulars, staff and an online shop.
Restaurant merchandisePrograms
Three ways to work with the studio.
Every engagement is scoped to the brand. We do not publish prices: each one ends in a proposal.
Founders
Founder Launch
A new brand taken from idea to first sale: identity, a focused first collection, packaging, photography and a store.
- Strategy, naming and identity
- A first collection, developed and sourced
- Packaging and labels
- Photography and campaign imagery
- Shopify store, designed and built
- Launch support
Existing ecommerce brands
Brand Partner
A new category, a private label line or a better store for a brand that already sells.
- Product development and sourcing
- Private label on proven Marcel blanks
- Packaging refresh
- Imagery for the new line
- Store design and build
- Wholesale and reorders
Resorts, spas and restaurants
Hospitality Program
A signature retail assortment for a property, with your name, your place and your standard of finish.
- Assortment design for the shop
- Your name, town or crest on labels and goods
- Packaging for the gift shop
- Photography for the property
- An online shop for guests
- Reorders through a buyer portal
Scope, minimums, timing and investment are set in your proposal, before anything is made.
Beauty
Beauty is next, and it starts by enquiry.
We are opening a small number of founding-partner projects in private label skincare and beauty: identity, packaging and a store, built around products developed with partner laboratories.
Formula options, minimums and timing depend on the laboratory and the project, and are confirmed in your proposal.
- Private label skincare and beautyDeveloped and sourced with partner laboratories, project by project.
- Packaging that matches the productBottles, jars, cartons and labels designed with the identity.
Our own proof
We built Marcel Afters the way we build yours.
Marcel Afters is our own brand, and the studio is how it was made. Every claim on this page is something you can open and check on marcelafters.com.
One systemIdentity, product, packaging, photography, store and wholesale, designed together.
1,100+ piecesA live catalogue of apparel, footwear, jewelry and accessories on a single Shopify store.
In-houseThe portal, the design tool and the line sheets were built by the same team that runs the brand.
Manufacturers, labs and makers
Do you make things beautifully?
We are building a curated network of manufacturers, beauty laboratories, packaging makers and decorators. If your work deserves a brand, we would like to meet you.
Trade buyers
Already a wholesale buyer?
Approved buyers sign in to the buyer portal for line sheets, size runs, personalization previews and reorders. Not approved yet? Request a quote on the wholesale page.
Request a proposal
Tell us what you are making.
Brand, product, property or idea: tell us where you are today and where you want to be. A person reads every request.
- Founders, ecommerce brands, resorts, spas and restaurants all start here.
- No order or commitment is created by sending this.
Questions
Before you ask.
What is Marcel Studio?
Marcel Studio is the private label and brand development arm of Marcel Afters. We develop and source products, design the brand and packaging, photograph it and build the Shopify store, so a brand can launch with one partner.
Who do you work with?
Founders starting a brand, existing ecommerce brands, resorts and hotels, spas and wellness businesses, and restaurants. Each has its own page on this site.
What can you develop?
Apparel, footwear and accessories today, and beauty by enquiry as founding-partner projects. Availability depends on the project and is confirmed in your proposal.
How much does it cost?
We do not publish prices, because every project is scoped to the brand. Request a proposal and you receive scope, minimums, timing and investment in writing before anything is made.
Can I approve a sample first?
Yes. Branding, artwork and custom colourways are approved on a sample first, and priced separately from the base piece.
Do you also sell wholesale blanks?
Yes. Marcel Afters wholesale supplies plain Marcel pieces you can label and brand yourself. See the wholesale page for how to request a quote.