Meet Verge Girl: the Brisbane Pureplay Retailer Bringing Fashion to Celebs

Reading Time: 2 mins
By Published On: July 9, 20200 Comments

Meet Natalia and Daniella Dionyssiou, the sister duo who launched Verge Girl, an online retailer that is worn by some of the world's biggest celebrities, including Ariana Grande and Gigi Hadid.

Street style is a massive part of the fashion industry, and whenever celebrities are rocking a new piece of clothing or trend, the world will hear about it. While these trends make waves, so do the retailers creating the clothes.

Meet Verge Girl.

This Brisbane-based sisters, Natalia and Daniella Dionyssiou, always knew they wanted to start their own brand.

The duo opened their first store in Elizabeth Arcade in Brisbane in 2007. The online boom then prompted them to take their store online in 2014.

Sourcing a mix of vintage and local Aussie brands, the pair began working on their own designs and started selling online.

via Verge Girl

Natalia and Daniella Dionyssiou, Founders of Verge Girl

Verge Girl has since become a pureplay retailer, seeing 100 percent YoY revenue growth.

Verge Girl then expanded into the international market, which now accounts for 60 percent of the business’ revenue.

Verge Girl offers an ‘aggressive’ social media strategy and relies on micro and macro-influencers to build awareness and keep its customers engaged. Its vision for social media and m-commerce ultimately drives its sales, as well as staying relevant in an ever-changing environment.

Celebrities such as Kendall Jenner, Bella Hadid and Maddie Zeigler have been seen wearing Verge Girl.


View this post on Instagram


When QUEEN @arianagrande is wearing #vergegirl ✅✅✅ Thankyou @mimicuttrell 💓

A post shared by VERGE GIRL (@vergegirl) on

“Verge Girl isn’t for everyone, nor does it try to be,” the brand explained. “Instead, it embraces the fact that it’s ‘effortless chic’ style is for ‘verge girls’ who want to stand out and look different, whether that’s getting a luxe look on a budget or a unique top or dress to pair back with items they already own.”

Power Retail is dedicated to providing critical and live e-commerce retailer benchmarking data and shopper insights for the online retail industry. Click here to find out more about Power Retail E-Commerce Intelligence or here to sign-up for the free weekly Pulse Newsletter for more essential online retail content.

About the Author: Ally Feiam

Share this story!

Leave A Comment