Nathan Yun discusses Paire’s transformation from a sock startup to a multi-category brand with a retail presence
The Founders Method hosts Jonno Byrt and Jesse Leeworthy speak with Paire co-founder Nathan Yun about the retail decisions that helped turn a startup sock company into a multi-million-dollar apparel powerhouse.
Nathan breaks down the highs, lows, and strategic pivots that shaped the brand’s rapid expansion.
After an early retail failure in the wrong shopping centre, Paire discovered the importance of “shopping intention” and aligning store locations with the right demographic.
The brand’s next retail move at Melbourne’s QV precinct became a major success, eventually leading to a permanent flagship store that recovered its investment in less than a year.
Nathan Yun also explains how Paire avoided becoming known as “just a sock brand” by rapidly diversifying into towels, underwear, t-shirts, jackets, and loungewear.
The discussion highlights how physical retail acts as both a revenue driver and a credibility-building billboard for modern e-commerce brands.
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