Strategic Evolution, Brand Reset & Rebuilding the Foundations with Leina + Fleur
by Elizabeth Formosa
At Fashion Equipped, we partnered with Fleur Richardson, Founder and Creative Director of Leina & Fleur, to support a transformative phase in the brand’s evolution.
With a strong 12-year legacy, Leina + Fleur is an Australian fashion brand celebrated for empowering women through exceptional fit, inclusive sizing (8–24), and high-quality, Australian-made clothing. The business has built a loyal community and a trusted reputation in the market—but like many founder-led brands, reached a natural inflection point that required strategic review and reset.
Throughout our work together, we were inspired by Fleur and her team’s passion to reimagine L+F—building on the brand’s foundational strengths while responding with agility and intention to the future of the fashion industry.
The Opportunity
Fleur engaged us at a time of transition, following significant internal changes, to conduct a high-level business audit and develop a Strategic Roadmap to guide the next phase of growth. The focus was clear: restructure the team, improve operational efficiency, refine the brand strategy, and prepare the business to scale.
Strategic Focus Areas
Structure & Team Development
A strong team is fundamental to the success and scalability of any business. At this critical point of transition, it was clear that investing in the right structure, leadership, and skillsets would be essential to support long-term growth.
We reviewed the organisation structure and provided recommendations for key hires and leadership alignment, identifying gaps in product, marketing, merchandise planning, and production, while mapping out succession plans to support Fleur’s goal of stepping into a more strategic CEO role. We also recommended hiring a Senior eCommerce/Marketing Manager and a Senior Designer to provide leadership, elevate capability, and support a team reset across key growth areas. There is also a future vision to include a Merchandise Planner and a General Manager on the team, enabling Fleur to step fully into her vision of leading the business into its next level of growth and impact.
Brand & Marketing Strategy
Brand strategy was a key focus area. We worked with Fleur to define the next era of the Leina & Fleur brand—moving beyond a weekly launch model to a more aspirational lifestyle brand. A phased approach to brand elevation (Refresh & Reset) was developed in partnership with specialist consultants, including Carly Stirling (Brand, Web Design & Creative Direction).
This work included clearer customer segmentation, brand storytelling, and repositioning for future expansion. A balance between brand marketing and performance marketing was identified as key to supporting both long-term positioning and short-term results.
Product & Sourcing Strategy
With a strong local production model already in place, the roadmap introduced a dual sourcing strategy, preserving the legacy of Australian-made while opening up offshore opportunities to support new product categories, natural fabrications, and brand innovation. A range hierarchy was recommended, allowing for more strategic planning around evergreen lines, limited editions, and fashion drops. Additionally, supplier agreements and a formal code of conduct were developed to support the evolution of the sourcing model and ensure aligned values and transparency across the supply chain.
eCommerce & Customer Experience
We outlined the need for improved demand forecasting, merchandising, and digital conversion tactics—while identifying opportunities to personalise the customer journey, consolidate the outlet strategy, and build brand storytelling across all digital touchpoints. We also recommended clearer messaging around the brand's weekly release model to help educate new customers discovering L&F for the first time.
Financial Planning & Profitability
We supported Fleur by reviewing the brand’s existing financial models and collaborating with her accountant to help validate assumptions and align growth targets with realistic profit-generating opportunities. Industry benchmarks and performance insights were also shared to guide more informed financial decision-making.
Looking Ahead
With a solid roadmap in place, Leina & Fleur is now implementing its next phase—onboarding new leadership, refining product strategies, and laying the groundwork for long-term sustainable growth.
At Fashion Equipped, we’re proud to support visionary founders like Fleur who are willing to lead their brands through change with purpose, strategy, and courage.
We look forward to continuing our consulting partnership with Leina & Fleur from August 2025.
Fleur’s Outlook
What inspired you to seek strategic support for L&F at this stage in your business journey?
I was seeking big business thinking for small scale implementation. I was seeking an experienced industry consultant who was prepared to work with my legacy brand and help realise the vision beyond the business it was today. When your vision isn’t global dominance, but more small-scale independence, it can seem less sexy and I think the adrenaline junkies want to work with that “overnight” success eComm business, which we’re not. L+F is about purpose built garments for a niche audience. Fashion Equipped met the brief. Liz and Carly could see past the slow and steady growth and the potential of our niche audience and product offering.
What were some of the key shifts or breakthroughs you experienced during the Business Review and Strategic Roadmap process?
Liz encouraged me to focus on stabilising and growing our leadership team. This was not an easy path and was somewhat challenging and expensive with roadblocks along the way. But in pushing through traditional approaches, I managed to secure exceptional talent and we’re hyper focussed to push L+F forward faster and better in 2026. I am that bit closer to being out of the day to day operations allowing the team autonomy and most probably efficiency and evolution now that I’m out of the way! She also had me hone in on the product from a merchandising and demand planning POV. This is still WIP but we are getting clearer and responding to demand better and refining as we go. I can see better opportunities as we subtly shift how we offer our product to our audience.
How has this work influenced your vision for the future of L&F?
I feel surer, clearer and braver at a time when small business in Australia is really on its own. I’m digging deep into my street hustler DNA but I actually have the mental agility to meet these challenges front on as the collective team are hustling just as hard as me but we’re focussed on our zones of genius and not over engineering each process and function within the business.
What advice would you give to other fashion founders who are considering working with a business consultant?
It's important that they respect where you are at in your business. AND genuinely want to work with you and your brand. Your investment in this consulting should work to your agenda and timeframe along with their expertise and frameworks. After all, business as usual is still ticking on behind the scenes and culture shifts and change cannot happen overnight. I’d also say, look at all the suggestions from a macro viewpoint. Be prepared for failures (aka pivot points) and constant refinement. Agility is key. After all, we are doing business in a fast changing arena. Liz has a sixth sense and approaches business with a holistic heart and that is genuinely refreshing to work with. The feminine strength and energy helped fortify my resolve and shift my wary brain into “what if” territory. To feel creative and have a bit of blue sky thinking back in my brain again is amazing.
What excites you most about what’s ahead for L&F and the evolving fashion industry?
I think we still have a challenging year/future ahead of us butIhave a fantastic team of women charging alongside me to take on 2026 with gusto and the goals we have set ourselves for Q1 and beyond. I’ve reconnected with our brand community on a level that is exciting to see where and what we can achieve together that is not “brand community normal” and this 1 year has a fantastic vibe to it already!
See Fleur in action:
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Meet Elizabeth Formosa
Elizabeth founded fashion consultancy Fashion Equipped in 2012 to expand the reach and potential of the Australian industry. Backed by decades of experience in all aspects of the business, and passionate about entrepreneurship, growth and the power of community, Elizabeth and her team deliver fashion consulting, mentorship and online learning to hundreds of businesses and counting. From buying, product development, sales and sourcing, to strategic planning, marketing and team management, our expert line-up of industry insiders are committed to sharing their knowledge, networks and passion - to empower you to build a thriving fashion business.
