# How Two Friends Built a Luxury Brand Creating a luxury brand in an unexpected category. - **Source:** [Inc.com](https://brifing.si/source/07cb1004-a796-47d7-9801-fc5c7388471d) - **Published:** 2026-07-20 - **Topic:** [Entrepreneurship](https://brifing.si/c/entrepreneurship) - **Original article:** - **On Brifing:** https://brifing.si/s/c2218947-7c19-422a-9105-714bbab077d0 ## Introduction Two friends embarked on a journey to create a luxury brand in an ordinary category like household items. They spotted an opportunity in an unexpected area under the sink and rolled up their sleeves to bring this idea to life. ## Discovery of Opportunity During market research, they noticed a lack of luxury products in the household items category. They decided to fill this gap by developing high-quality and stylishly designed products. ## Product Development They placed great emphasis on material quality and design while developing their products. They worked on details that would make customers feel luxurious while using them in their daily lives. ## Brand Identity They positioned their brand with a luxury and premium identity. From packaging to customer service, they carefully designed every detail to create a consistent brand experience. ## Marketing Strategy They effectively used social media and influencer marketing to reach their target audience. They introduced their brand with visuals and stories that would catch the attention of luxury consumers. ## Secret of Success The success of the two friends came from their courage to create a luxury brand in an ordinary category and their ability to innovate. Today, their brand holds a significant place in the industry. ## Sources covering this story - https://www.inc.com/eli-lippman/how-two-friends-built-a-luxury-brand-in-an-unlikely-category/91375698 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._