Family Affair

 

Family Affair

Words: Christina Roys

They say it is the tough times that bring out the best in people, a statement that the designing foursome behind fashion label, MENA would certainly agree with. From humble beginnings as teenagers, the four Loheni sisters designed and made their own clothes under the tutelage of their seamstress mother, Mena Loheni. It was not until hard financial times became a catalyst for combining their designing skills to create a label that has become an international success.
Established in 2002, MENA quite simply is the result of the close-knit Loheni family working together to help make ends meet. Although some may consider working with your siblings as less than ideal, for Agnes, Jackie, Gina and Charlene it is the basis for a strong business model. “Like any family there are times when we disagree and perhaps someone will even leave the room!” says Agnes. “But at the end of the day there is nothing we can’t work through together,” she says.

For the Lohenis it is evident that benefits have outweighed negatives when it comes to working with family. With MENA now stocked in five countries and receiving ongoing international enquires, they have already achieved so much more than they ever set out to. Stepping on each other’s toes is also very rare, as each of the Loheni sisters has set boundaries, with their own defined roles suited to their personal and professional nous. “One of the biggest upsides to working with your family is that we know each other so well, it is much easier to utilise one another’s strengths,” says Agnes. Although as a small business “a role that we all do equally is agreeing on the strategic direction of the business, as well as designing the collections,” she says.

Within five years of launching MENA has dramatically altered the fashion landscape in Samoa, where they have now become a household name. Thanks to their unique take on fashion that combines their Samoan heritage with modern designs, the label has garnered a loyal following and well-deserved recognition for their twist on tradition.

After experiencing an overwhelming response in Samoa, MENA later set up another base in New Zealand to assist with their expansion, forging ahead with growth not only in the South Pacific, but also selling in Hawaii and Japan. As expected, the sisters experienced an inevitable number of challenges in accommodating international markets. “Sizing in Japan was our biggest consideration when entering the Japanese market,” says Agnes. “It took us a few months of samples going back and forth to meet approval for smaller sizing and proportions from the Japanese stockists.”