Doo-Lally.com is a new Irish online company that aims to bring style to the Irish customer without the leg work. Stocking labels like Friis & Co, Lipsy, celeb favourite Arrogant Cat and our own Irish Chica label there’s something for everyone. I chatted with the girls about their plans for retail domination.
What is Doo-Lally and who is it for?
Doo-Lally.com is a new Irish based online retail store aimed at women who are fashion conscious and style savvy. If you are looking to revamp a tired wardrobe with the latest looks then Doo-Lally.com is the website to visit! With the fastest delivery service in Ireland we can have some the world’s best brands from “our website to your wardrobe” in 24 hours. So whether you’re a fashionista or a recessionista - go Doo-Lally.com!
Where did the name come from?
Finding a name that was available as a .com proved to be very difficult - especially a name that was related to fashion yet didn’t pigeon hole us and also gave us the opportunity to grow into other areas apart from womanswear. After weeks of brainstorming one of the directors said “This is driving me doolally!” which was replied unanimously with “There’s our name!...Doo-Lally.com! The whole idea of ‘going mad for the latest styles and trends’, a tongue-n-cheek play on the word doolally. It was agreed to hyphenate the word so it read as ‘doo’ then ‘lally’ to reiterate the word ‘doo’ as a positive word that say’s “doo...go on...buy it!”
You’re obviously brave to be starting a retail business in the midst of a recession-what makes you think you can survive when so many established stores are closing?
There are many factors that are impacting on high street retailers that thankfully do not effect the online industry. We feel that now is the perfect time to start an on-line retail store as women still need to have access to great quality clothing at affordable prices. We also have a lot of direct contact with our customers via social networking sites, so we can deliver what our customer's want.
We have chosen a large number of brands that range in price and will suit everyone's budget. We also allow the option to use Laser Cards which gives our customers the option to purchase a product without using their credit cards. We have also invested a feature called 360’ Viewing that allows the customer to see the item at 360’ as well as zoom so they see the product as clear as possible so the customer will feel as if they in a store without the cost of travelling to one and parking.
ASOS is Queen of the online shopping market with a hefty chunk of the market, how do you plan on competing against such giants?
As we are Irish based, we are able to offer 24 hour delivery which UK based companies cannot do. We are also planning to offer Same Day Delivery in Dublin very soon which will be great if you’re at work on a Friday morning and need something to wear for the weekend. Also, we realise that some Irish women still may have issues with using their credit cards on line so have decided to offer a the facility to be able to order over the phone. We have a Customer Service number on our website for this facility and it also reminds our customers that there are people there to help should they have any queries or require assistance.
What brands do you have?
We have labels such as Friis & Company, Fever London, Lipsy, Mina UK, Vero Moda, Traffic People, Rare, Arrogant Cat, and Peoples Market to name but a few. We are also very excited about our amazing printed dresses by Olivia Rubin who’s celebrity fans include Lily Allen, Kelly Osbourne, Sophie Ellis Bexter, Agnes Deyn. Some of her dresses have also been worn by Cheryl Cole, Fearne Cotton, Nadine Coyle, and Tess Daly.
Are there any Irish designers represented?
We currently stock a gorgeous label called Chica from the Chica Boutique which is based in Dublin, also we have some very exciting Irish labels which we will be introducing in the Autumn.
Do you deliver internationally or are you concentrating on the Irish market?
We do deliver to the UK, Europe and the USA. Our plan is to initially establish ourselves in the Irish market first and then develop into the UK, Europe and the US
What do you think of Irish style?
We think that Irish women are completely in touch with what’s going on in the fashion world and always like to know what’s on trend. We believe in this so much we have invested in a “Style Spotter Team” who are travelling the length and breadth of the country looking for stylish women of all ages that will feature on our dedicated “Style Spotter” section of Doo-Lally.com. This will really showcase how stylish we Irish women are!
Who’s your dream celebrity client and who do you hope never buys/wears anything from Doo-Lally?
I suppose one dream celebrity client would have to be Cheryl Cole. Closer to home Amy Huberman has a real sense of style and we would love to see her wearing something from our website! As we offer such an extensive range of styles we feel we have something to suit everyone there wouldn’t be anyone that we wouldn’t like to see wearing something from Doo-Lally.com!
What’s next for Doo-Lally?
To offer more brands and more choice to our customers and to make Doo-Lally.com the one-stop-shop for the complete outfit for any occasion - with each week we'll be adding more stock! We hope that everyone will become familiar with the name Doo-Lally.com as the place to buy that perfect outfit which can be delivered from ‘our website to your wardrobe’ with little hassle and minimum effort.