Former Browns Buying Director Launches Fashion Agency for ‘Good Eggs’

LONDON — Ida Petersson, who left the Farfetch-owned luxury boutique Browns as buying director last year right before the loss-making firm was sold to Coupang for $500 million, is moving on with the launch of Good Eggs, a transatlantic brand and creative agency in partnership with Ramya Giangola, founder of Gogoluxe, a New York- and Los Angeles-based consultancy firm.

The agency, which will assume the baton from Gogoluxe, will provide services in brand building, retail development, private label solutions and talent matchmaking.

“Our mission at Good Eggs is to become a destination and partner where our clients can cross-shop across the divisions to tailor the final package to their individual needs,” said Petersson, who has been instrumental in keeping Browns on-trend and relevant since she joined in 2016 from Net-a-porter.

The Sweden-born Petersson added that “being a good egg” not only is one of her favorite sayings but also the impression she wants to leave in the fashion industry.

“We want to be known for doing good — good work, good practices and good energy. An egg also symbolizes birth and new beginnings, which feels apt for the current market and the need for strategic insight to provide real and sustained growth,” she added.

Petersson and Giangola first met in 2017, and it was “love at first sight,” according to Petersson.

“[We were] wearing the same Phoebe Philo era snake print dress, we quickly discovered a common value system, a willingness to take risks and most importantly I found someone who wanted to do good for the industry. Her energy, drive and emotional intelligence know no boundaries and when she asked me to join her venture I jumped at the chance,” Petersson said.

Giangola, who started Gogoluxe nearly 20 years ago, said the partnership with Petersson will provide “a greater array of services to existing and new clients alike in tune with the dynamic and shifting nature of the industry in 2024 and beyond.”

“We are of course stronger together than we are alone. I truly believe that Petersson’s authenticity, integrity, and emotional brilliance coupled with her sharp business acumen and compassion for the planet, people, community and humanity at large makes her one of the most uniquely special people I have ever met,” Giangola added.

Petersson will continue to be based in London, providing localized expertise across the U.K. and Europe while collaborating on global projects, while Giangola will lead the American operation from Los Angeles with her Gogoluxe team being transitioned into Good Eggs throughout 2024.

Prior to the new chapter, Gogoluxe specialized in launching pop-ups worldwide for clients like J.Crew, 3.1 Phillip Lim, Opening Ceremony and Alice + Olivia. It has also provided strategic business and creative guidance to emerging brands such as Kika Vargas, Nackiye, Pepa Pombo, Adina Reyter, Agua by Agua Bendita and Silvia Tcherassi.

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