Eva & Paul premium denim pitch deck.

1. September 2013

2. OUR BRAND
Look good, feel good jeans for women 35+
WHAT CUSTOMERS ARE SAYING:
"They've got the style and quality of a modern jean with
the flattering fit of the jeans I haven’t found in years!”
- Michelle High, Mother of two
“Organic, fair trade, luxurious AND the fit is perfect
- on every woman I saw try them on!"
- Talia Corren, Special Events Associate, Signature Theater
"Eva & Paul jeans are so comfortable! I didn’t want to
change back into my other jeans!"
- Anita Venkiteswaran, VP, Focus Financial Partners

3. THE PROBLEM
We’re not all
young and impossibly skinny
56% of women can’t find jeans that fit
8% seek professional shopping help

4. THE OPPORTUNITY
1. $19B DENIM MARKET
- Premium $4.2B, growing 44%
- 5.7M women aged 35-55 with annual incomes $150K+
2. SUCCESS OF NICHE & LIFESTYLE FITS
3. EMERGENCE OF RESPONSIBLE CONSUMERISM

5. THE SOLUTION
Fit-focused flattering premium organic jeans for women 35+
LOOK GOOD
- Innovative approach to fit, adjusting proportions
& details for different sizes
- Sophisticated minimal style, international details
FEEL GOOD
- Premium quality for comfort, no gap in the back
- Socially responsible:
• Organic and Fair Trade materials
• Sewn in the USA

6. COMPETITION
Unique combination of fit & premium quality for our demographic
Fit
Talbots
Jones NY
GAP
Lees, etc
Levi’s
Ralph
Lauren
Banana
Republic
Not Your
Daughter’s
Jeans
Eva & Paul
AG, J brand –
“jeggings”
JCrew
Seven for all
Mankind
Lucky
Premium quality
Rag & Bone
Citizens of
Humanity

7. OUR TEAM
Julia Kastner
CEO/FOUNDER
Harvard Business School, CafeMom.com (marketing)
Kiva.org, NYC Government under Mayor Bloomberg
Christine Rucci
DENIM DESIGN
30+ years denim experience
Launched own line
Consultant for C Wonder,
RRL, Tommy Hilfiger
William Murcia
Pather Yang
DENIM PRODUCTION
OPERATIONS
10+ years at Jones Apparel
Group, Hannibal Apparel,
TAL Group in Columbia,
Thailand, & Malaysia
Patternmaker and
Operations Manager at
Mandy Coon designs
Fashion Design, Fashion
Institute of Technology

8. SOCIAL MISSION
Socially responsible & eco production for premium branding
ORGANIC &
FAIR TRADE
SEWN IN THE USA
Certified organic denim
from Arvind Ltd, India
Sample shops in NYC
garment district
Fair trade fabrics from
Moral Fibre, India
Final production at US
factory – Texas, NC, or LA
PREMIUM JEANS
Premium, ethical
lifestyle branding

9. GO-TO-MARKET STRATEGY
Gain traction through events & online, then expand channels
TRACTION
2013 Q3,4
250 pairs
Trunk shows and
limited boutiques,
Kickstarter
2-3 online retailers
signed up for dropship consignment
Article in WWD, brand
ambassador Alysia
Rainer from Orange is
the New Black
DISTRIBUTION
2014
1.3K pairs
Ecommerce &
Boutiques
GROWTH
2015
3.4K pairs
Department stores
& ecommerce

10. FINANCIAL MODEL
Costs fall significantly with scale, driving higher margins
YEAR 1
YEAR 2
YEAR 3
$195
Retail Price
$195
Retail Price
$195
Retail Price
$85
Wholesale
$85
Wholesale
$85
Wholesale
29% margin
47% margin
53% margin
$60 Cost
$45 Cost
$40 Cost
Gain traction
250 pairs
Build distribution
1,300 pairs
Grow sales
3,400 pairs

11. FINANCIAL PLAN
Pairs of jeans:
250
1.3K
3.4K
14K
86K
200K
Net Revenues
$17MM
$7.6MM
Operating Profit
$8MM
$1.3MM
$28K
2013
Q3,4
$118K
Year
1
Gross Profit
$13MM
$300K
Year
2
Year
3
Year
4
Year
5

12. LONG TERM VISION
To become a multi-product lifestyle fashion brand
2006 Revenue,
$38MM
2009 Revenue,
$4.9MM
2008 Revenue,
$80MM
2012 Revenue,
$20MM
2-year growth,
210%
3-year growth,
410%
2004 Revenue,
$41MM
2008 Revenue,
$950K
2012 Revenue,
$1.1B
2011 Revenue,
$16.6 MM
8-year growth,
2500%
3-year growth,
1,750%

13. OUR ASK
Raising $250-400K convertible note, then $1.25-2M for growth
1. Driving traction through events & ecommerce:
–
–
–
Design & inventory for limited jeans styles
Marketing & PR
3 full-time salaries
2. Launching full ecommerce & wholesale:
–
–
–
–
Inventory for full jean line
Enhanced website, sales & marketing
Additional jean design
4 full-time salaries