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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." The expansion into New Zealand didn't come without its challenges either. When the Loheni sisters first bought MENA to New Zealand five years ago they experienced some difficulty in positioning the brand. Was it mainstream designer fashion? Or niche clothing just for Polynesians? As a business and as retailers, MENA's key focus was to appeal to as many women as possible and be non-exclusive to a specific race. As a result, they needed to broaden their selection in order to make the range accessible to a wider market. Without losing their brand identity, MENA continued to take inspiration from Polynesian prints and bright colours, but at the same time worked to keep their designs wearable, modern and contemporary to meet the demands of New Zealand women. Agnes says that although the challenges of entering international markets was high so were the rewards, and thanks to careful consideration and strategic planning MENA picked up the 'Pacific Exporter of the Year' award in 2010 and deservingly so, as they continue to generate substantial international interest, especially from Australia and the United States. Whether it is the way MENA garments depict a place of paradise or the easy- to-wear fabrics, the label has certainly succeeded in maintaining and creating demand. As a result, they are currently working on an online store to be available for worldwide orders to meet the increase in the number of overseas sales enquiries they have received over the past 12 months. With good reason to be quietly confident about their apparel business, MENA are excited about what they have planned next. "As the MENA brand continues to grow we are looking into options to expand our product offerings and potential research and development areas," says Agnes. "MENA Kids clothing range and MENA Textile/Soft furnishings will be our food for thought for the next 6-12 months," she says. Under no illusions of what the capital investment requirements are to add these retail sectors to their existing business, MENA plans to tread very carefully because "capital investments aside, the economy is still fragile and currently these stand only as areas of potential for the MENA brand." With the growing international demand MENA haven't lost sight of their loyal customer base in New Zealand, and the need to be pro-active with the brand. A large contributor to the success of MENA in New Zealand has been the multi-cultural population and the on-going recognition and interest of culturally inspired art and design across the country. Over the Rugby World Cup period alone, MENA was involved in three events that exclusively showcased Pacifica talent – the Oranga Wahine Fashion Show, Pacific Showcase and the Westfield Style Pasifika show. "We were extremely excited to have been given the opportunity to be involved with such unique events that celebrate the best of Pacific fashion during this year's Rugby World Cup celebrations," says Agnes. "It was an honour not only to showcase our designs but also represent our beautiful Samoan culture." And the excitement doesn't end there. MENA were personally invited by New Zealand Prime Minister, John Key to contribute to the Westfield Style Pasifika International Designer Collection Show, which for the Loheni sisters confirms just how far they have come since starting the label. "We are absolutely thrilled to be recognised as a top player in the industry, and being able to share the success with family makes it that much sweeter!" Christina Roys www.mena.co.nz HER MAGAZINE | December/January 2012 | 107