Eleven years online. Next October, one shop at 41 Ollery Street, with a new identity over it. Push the door.
our fee
store build
Oct 14, 2027doors open
Oda Field has only ever been a website, so we made the proposal do what the website can't. You arrive on a street and push a door. Ines will feel that before she reads a line, and it's the case for the whole project.
You've spent eleven years selling a smell through a screen.
This is what your team told us in September, in their words. We've set it in the shop window because that's where it stops being a problem.
Nobody has smelled it before they buy it. We pay for that in returns.
14 percentof first scent orders come back. Ines, founder
It cost us $41 to find a customer in 2023. It costs $68 now.
$38.4Ma year, all of it online, at a rising price. Dara, CFO
That logo was drawn for a 200-pixel header. It's about to be eighteen feet wide.
38 SKUsin packaging that doesn't read past arm's length. Joss, Head of Retail
One job, in seven pieces of work.
We'd rebrand Oda Field and open its first store as one project, with one team and one calendar. Brand decisions get tested on a real fascia, and the store is drawn in the brand it's selling. Every piece can drop on its own at the till further down.
We read Sundry & Vane's name and saw the control. A weather vane points in directions, so the identity picker is a vane. The seller's own mark is doing the buyer's work, which is the merge we're always after.
Three directions. Turn the vane.
Each one is applied at once to the sign, the bag, the label, the carton and the site header. The whole proposal repaints with it, including the street you walked in from. Choose on the fascia, because that's the hardest place to be right.
sign letter height
readable from
to fabricate the sign
a year in cartons, 1.13M units
What it risks
What we'd do
We'd take Plot. It costs least to make, reads farthest for the money, and its stripes become the awning, the floor and the shelf edge without a new idea each time. Almanac is the prettier first impression and the harder one to run at 38 SKUs.
Most store proposals show one finished plan and ask for a yes. Joss has run floors for fifteen years and would rather move a fixture than read why we put it there. So the plan is live, and the sight fan and the takeoff answer back as she drags.
Now lay out the store.
Drag anything. The shaded fan is what a customer sees from the door. Tall gondolas cut it. Tables and the wash bar sit below eye level and don't. Every move reprices the build, and your layout is the one we build further down the page.
percentseen from the door
percentseen from the wrap
units held
peoplein line before it blocks the floor
flagsaisles under 36 in
build cost
Fan from
The takeoff, line by line
Paid to the shopfitter at cost. Our construction administration fee sits at the till, separately, and we take no margin on this number.
Twenty-two weeks from shell to Thursday.
spent of
The build-up reads your layout and your direction. Move a gondola upstairs and it's the gondola that gets installed in week 33. That's the moment a reader stops feeling pitched at, because the drawing has become theirs.
Scroll back up and change your mind about the vane. The sign that goes up in week 36 changes with it, and so does the money.
Ines, you asked if it'll still be yours.
Eleven years of repeat buyers know this bottle by three cues. Slide the bottle from today to the new label, then decide which cues come with us. Our view is that the numbering and the cap stay, and that the tagline has had its run.
TodayNew label
A founder's fear is rarely about money. It's that the thing she built gets redesigned away. So her chapter doesn't argue. It hands her the before and after, and lets her keep what she wants on her own bottle.
Dara will open this page with one question and a calculator. Everything she'd want to change is here, and the build figure isn't a typed number. It's the sum of the plan she can scroll up and argue with.
Dara, it's paid back in month .
That's cash in the shop against cash out of the shop, counted from opening day. The first year runs under full sales, at 70 percent for six months and 85 percent for six. It doesn't count anything the store does for your website. Kei's chapter does.
Sales a square foot
Gross margin percent
Joss, staff your busiest Saturday.
Footfall comes from Dara's sales number. The line limit comes from where you put the wrap. Add people and the line clears. Each one on the floor adds a full-time post to the payroll in Dara's chapter.
minlongest wait at the wrap
of peak line against the room you left
full-time posts, at $68,000 loaded
Kei, the shop will take some of your orders.
Better to see it on a map. Each dot stands for 64 of your customers. Stretch the ring to the distance you think people will walk or ride, and we'll count what moves off the site and what comes back to it.
Ring around the shop miles
customers inside the ring
a year moves from site to shop
a year of new site orders from people who met you in the shop
a year saved on shipping and returns
The calendar is built backward from the only date that can't move. A home and body brand opening after Thanksgiving has missed the year. Every other date on this page is negotiable, and we say so.
Forty weeks, ending on a Thursday before the gift season.
We start on January 11. Anything you drop at the till drops off this calendar too.
The price is a till receipt because Dara will want to take things off it, and everyone knows how a receipt works. Each line says what you lose if it goes. Nobody gets a badge telling them what to want.
Ring it up. Take off what you don't need.
Sundry & VaneProposal SV-2611-OF, issued November 6, 2026 Valid to January 8, 2027
Our fee
Thank you. Please come again.
We'd keep all seven.
If the number has to come down, the opening campaign goes first, then construction administration, because your contractor can carry that with four visits from us. We wouldn't drop the identity or the store design. Those are the project.
Store build, paid to the shopfitter at cost and set by your plan and your vane. It isn't part of our fee, and we take no margin on it.
We bill monthly for the work of that month, so here's when the money leaves.
What we've agreed, and what nobody knows yet.
The terms, plainly
You own everything on final payment, including source files, type licenses in your name and all drawings.
Two rounds of changes at each stage. A third is billed at $240 an hour, and we'll tell you before it starts.
Either of us can stop at the end of any month with 30 days' notice. You pay for work done, and you keep it.
Print, fabrication and construction are billed by those vendors to you directly, with no markup from us.
Tove leads the brand and Marek leads the store, from the first week to the Thursday.
Open questions
The lease at 41 Ollery Street isn't signed. If possession slips past May 10, opening slips with it, and we'd reopen the date with you the same day.
The landlord hasn't approved a blade sign. The sign budget assumes yes. Without it the figure falls by $3,200.
We haven't opened the slab. The wash bar's drain run is priced from drawings, and that's what the contingency is partly for.
Your filler has quoted 38 SKUs on one carton size. Two sizes may be needed, which we'd know by week 14.
Turn the sign around.
Sign it and we'll hold the January 11 start, and Tove will call Ines that afternoon. The direction you've left the vane on is printed with the acceptance, and you can change it any time before week 12.