2008 – Today: The Evolution of Malene Grotrian Design
The Malene Grotrian brand has come a long way since its inception in 2008. The first studio boutique in the Dominion Building in Gastown was a small 200 square foot space where Malene met with clients, designed, and turned her visions into the first complete ready to wear collection launched in March of 2009 at Vancouver Fashion Week. After receiving a standing ovation at the show, the business began to grow quickly. The studio space quickly expanded into more square footage to meet the needs of the growing team and clientele.
In the early summer of 2009, Malene was invited to showcase her Spring Summer 2010 Collection at a solo show at the prestigious New York Fashion Week. Over the next few months, Malene and her team worked hard to ensure the trip to New York would be successful and shared every experience with fans and clients through the website, social media, email bulletins and local media. This lead to a front page spread in the Vancouver Sun and National Post Style sections featuring the story of a local Designer within her first year of businesses showcasing at New York Fashion Week.
After a successful show in New York, the 2010 Spring Summer Collection was launched to a sold out crowd in Vancouver at the “Bite of the Big Apple” fashion event. It was shortly after this that the studio boutique expanded into a larger boutique area to accommodate the growing business.
Each year in the autumn season Malene Grotrian continues to produce a large-scale fashion event to launch the Fall/Winter Collection. The annual event has become known to be more than just a fashion show; it is a fashion event. In 2010, it started with the “Ice Water” Fashion Event, in 2011 “A Modern Classic”, and in 2012, “New Heights”. Each year new performers are showcased to entertain clients before the show, editorial videos are featured to excite the crowd about the new collection, and there is always a surprise or two in store for the guests.
In addition to the annual fashion event, the business has significantly grown within its product offerings to accommodate the increase of interest in Custom Design. More and more women are discovering the rewarding experience of Made to Measure. From Wedding design, Gala, Evening, Professional, Travel wear and more, Malene works personally with each client to create the perfect design for the individual for special occasions and career.
The brand is exclusively sold in the Malene Grotrian studio and produced in Vancouver, B.C, Canada and is 100% locally made.
As the brand continues to grow, the vision of unique, versatile, timeless, classic, European style continues to inspire Malene Grotrian to make women feel beautiful and confident.