Page 34 - Entrepreneur-November 2018
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MOST DARING
                ENTREPRENEURS



          Misha Nonoo
          Founder and CEO/ Misha Nonoo
          Bold move/ Going lean in an industry of excess
              isha Nonoo used to be like every other fashion creator: She’d make clothing and then wind up with inev-
          M itable extra inventory at the end of each season. Brands from Burberry to H&M just destroy their extras;
          Nonoo couldn't stomach the thought. In the fall of 2017, she rebuilt her business to ensure there’d be no over-
          stock. Everything would be on-demand, with clothes ordered, produced, shipped, and delivered in just five
          days. “I didn’t have a backup plan,” she says. “If it didn’t work, the business would have failed entirely.” But
          it did work—in large part because the change forced her to focus on fewer items. Now nearly 80 percent of
          revenue comes from her Easy 8 collection, eight pieces that mix and match to form a full wardrobe.














































                                                                                                                  P H OTOGR A P HS C O UR T E S Y OF MISH A NONOO

















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