Industry:
General

Security Type:
Preferred
Preferred securities are a type of investment that generally offer higher yields than traditional fixed.

Equity Opportunity

Date Filed:
October 05, 2018

Date Expires:
January 03, 2019

Platform:
SeedInvest

Use of Proceeds

If we reach our minimum offering amount of $399,999, we plan to allocate proceeds as follows:

• $33,999 will be payable to SI Securities for commissions
• $42,000 will be used for audit and legal fees
• The first $200,000 will be used for marketing:
  • ○  We will launch retail 1-2 stores in new metropolitan areas, which we estimate at $50,000 per store.
  • ○  We will test multiple channels to find scalable online and offline customer acquisition
• The next $50,000 will be used for product development, sampling, and buys:
  • We will test new product categories for Ace Studios, including suiting, pants, and accessories
  • We will expand our DSTLD product offering and test different categories including leather, cottonbasics, and core outerwear.
  • We will invest in additional products and inventory to support consumer demand.
  • We will expand the company by hiring key members in marketing and customer service.
• The remainder will be used for personnel costs:

We will expand the company by hiring key members in marketing and product

We intend that any proceeds beyond the first $399,999 will be allocated in the following way (after deduction for fees and commissions): 40% for product buys and development, 40% for advertising/marketing, 15% for personnel costs, and 5% for capital expenses.

If we reach out maximum offering amount of $10,000,000, we plan to use the proceeds as follows:

• $850,000 will be payable to SI Securities for commissions
• $42,000 will be used for audit and legal fees
• Approximately 40% ($3.66 million) will be used for product buys.
  • We will test new product categories for Ace Studios, including suiting, pants, and accessories
  • We will test new product categories for new brands that will eventually fall under the DigitalBrands Group umbrella
  • We will expand our DSTLD product offering and test different categories including leather, cottonbasics, and core outerwear.
  • We will invest in additional products and inventory to support consumer demand.
  • Approximately 15% ($1.37 million) will be used for personnel costs.

○ We will expand the company by hiring key team members in finance, technology, marketing, and

customer service

• Approximately 40% ($3.66 million) will be used for marketing.
• We will continue to expand our retail presence across key metropolitan areas, which we estimate at $50,000 to launch each new store.
• We will test multiple channels to find scalable online and offline customer acquisition
• Approximately 5% ($0.457 million) will be used for capital expenses, which includes office space andequipment, computer hardware, etc.We do not currently have plans to use proceeds from the offering to make payments to officers or directors.

Management

Mark Lynn
CO-FOUNDER, CHAIRMAN, PRESIDENT OF M&A AND STRATEGIC PARTNERSHIPS
Mark T. Lynn is an Irish born, LA based entrepreneur with a keen interest in design and technology. He is the Co-Founder and Co-CEO of DSTLD where his example-driven leadership shapes the atmosphere. In his 15 years as an entrepreneur he has been involved in several successful companies across a wide variety of verticals, including boutique hotels, design-driven real estate development, and wine and spirits. Prior to co-founding DSTLD with Epstein, Lynn co-founded WINC (www.winc.com), a subscription based e-winery.Lynn enjoys modern art, classical, and house music (in equal measure), traveling, wine, and a good pint of Guinness.

Corey Epstein
CO-FOUNDER, CMO, CREATIVE DIRECTOR
Corey Epstein is the Co-Founder, Co-CEO, and Creative Director of DSTLD, leading his team in the day to day operations of the company as well as guiding the broader creative vision for the brand. There’s no typical day for Corey – you might find him at table intently tweaking code or on the floor, camera in hand, snapping the perfect photo. He established a talent for executing a concept and creating a mood early on. Prior to founding DSTLD, Corey led his own marketing and web consulting firm where he advised hundreds of clients across all industries on branding, design, development, and strategy. Later, he served as a Senior Consultant at Deloitte, specializing in Retail Strategy and Analytics. He holds a BBA from Loyola Marymount University with a focus in Business Law and earned his MBA from UCLA Anderson School of Management.He always finds a way to combine what he loves most – music, art, and photography – with work. In his free time, Corey enjoys hiking, playing guitar, and honing his skills behind the lens.

Hil Davis
CEO
Hil came to DBG in March 2018 with a substantial background in e-commerce and luxury apparel. In 2007, he founded J. Hilburn, a made-to-measure men's apparel brand that he built into a $55 million dollar company in just six years. Most recently, he founded the e-commerce beauty and charitable venture, Beautykind, where he served as CEO, CFO, and Chairman of the board.Prior to working in e-commerce, Hil held positions as an equity research analyst covering consumer and luxury publicly traded stocks at Thomas Weisel Partners, SunTrust, and Citadel Investment Group. He was also  Head of Investor Relations at Brinker International, a $2.9 billion market capitalization restaurant company that owns Chili’s.

Kevin Morris
CO-FOUNDER, CFO, COO
Kevin is a businessman who joined DSTLD in July 2014  as CFO and COO (Kevin recently ceded the latter responsibilities). A native Californian, Kevin earned his BS in Applied Mathematics and Computer Science from the University of California, Berkeley. Upon graduation, he worked at Deloitte Consulting where he specialized in technical integrations and strategy. Kevin then went on to earn his MBA from UCLA Anderson in 2011. After earning his MBA, he worked for American Airlines as the Head of Pricing Strategy for Ancillary Products and for the airline’s Asia-Pacific network. With a strong desire to work in the apparel industry, Kevin left American Airlines and joined an Adidas licensee as their Vice President of Sales, overseeing the global sales and marketing strategy for multiple adidas sports categories.At DSTLD, Kevin works closely with the product, marketing, and operations teams, closely budgeting and monitoring the optimized allocation of resources.

Deal Structure

Round type: Series A-3 Round size: US $10,000,000 Minimum investment: US $1,500 Target Minimum: US $399,999 Maximum Raise Amount: US $10,000,000 Security Type: Preferred Equity Share price: US $0.5300 Pre-money valuation: US $35,000,000 Option pool: 0.74% Is participating?: False Liquidation preference: 1.0x Raised to date: US $927,250

Deal Perks

• Investor Portal with realtime metrics and updates
• VIP Customer Service
• Monthly Newsletter
• Exclusive promotions, offers, events, and access to DBG brands

Additional Reports

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Key Deal Facts

• $15mm+ Lifetime Sales
• 149% Compounded Annual Growth Rate; 79% YoY Sales Growth
• 71.9k+ Lifetime Customers
• $204 Lifetime Value (2017)
• Unit Economics (lifetime): blended CAC of $43; AOV of $117; repeat purchase rate of 37%

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