Inside RMN Studios with Founder Penny Styles: On Slow Growth, Conscious Design and Global Expansion
This New Zealand fashion brand has quietly built a loyal international following since its launch in 2018. Founded by Penny Styles, the label is known for its refined aesthetic, “mindful modern dressing” philosophy, and a deeply considered approach to growth.
Now stocked globally – including major US retailers like Anthropologie and Free People – RMN Studios continues to expand while staying true to its core identity. We spoke with Penny about navigating today’s retail climate, building a loyal community, and why slow, intentional growth remains central to the brand’s success.
How RMN Studios Has Evolved Since Launch
Remain has built a loyal global following since launching in 2018 – what have been the biggest shifts in the business over that time, and how are you adapting to the current retail climate?
It’s definitely more challenging and more considered. Customers are more selective, so we’re focused on delivering real value, both in quality and design, ensuring every piece feels worth investing in. Operationally, we’ve had to stay agile, particularly around production and freight, and make smarter decisions earlier.
Ultimately, it’s about staying close to our customer, protecting the integrity of the brand, and continuing to evolve without losing what made people connect with RMN in the first place.
“Mindful Modern Dressing” in a Trend-Driven Market
You speak about “mindful modern dressing” and a less is more philosophy – how does that translate commercially when customers are still driven by newness and trend cycles?
I guess ultimately, “less is more” doesn’t mean less desire… it just means being more intentional with what we put into the world, and trusting that our customer values that.’
The Power of Community in Fashion Brand Growth
You’ve cultivated a community of women drawn to individuality and effortless style – how important is that customer connection to your growth strategy today?
It’s incredibly important, it’s really at the core of everything we do. Remain has never been about designing for a mass audience, it’s about a very specific woman and how she wants to feel in her clothes.
It also allows us to grow in a more considered way. Rather than trying to be everything to everyone, we can stay focused, evolve with her, and strengthen that relationship over time, which ultimately is what builds a lasting brand.
Scaling RMN Studios Internationally
Remain is now stocked in 13 retailers across the US, including major names like Anthropologie and Free People – what has that level of international wholesale exposure meant for the business, and how are you managing growth in that market?
Our approach has very much been “slow and steady wins the race.” We’ve been intentional about scaling in a way that feels controlled, making sure our systems, production, and internal processes are keeping pace with demand rather than rushing ahead of them.
We’re also really conscious that this level of visibility comes with responsibility. Being stocked in such established global retailers, and having that additional reach through platforms like Rent the Runway, is a huge privilege, so a lot of our focus is on ensuring the brand experience remains consistent and lives up to expectations at every touchpoint.
Ultimately, it’s about balancing growth with integrity, expanding thoughtfully while protecting the essence of what makes RMN resonate.
Maintaining Brand Identity While Growing
Remain has a very clear, considered identity- how do you maintain that culture internally as the business grows, particularly across design, production and wholesale partnerships?
That’s really important to us, and something we’re very intentional about protecting as we grow. Our goal is always to stay clear and considered in everything we do.
A lot of our decision-making comes back to a simple filter: “Is this on brand?” and “Does this feel right for Remain?” It helps keep alignment across design, production, and wholesale as the business expands.
We also spend a lot of time thinking about our customer, not just who she is, but who she isn’t. That clarity is often just as helpful in guiding decisions and ensuring we don’t dilute the brand.
Ultimately, it’s about staying consistent in instinct and making sure everyone in the business is working from the same understanding of what RMN stands for.
Why RMN Studios Hasn’t Opened a Flagship Store
Remain operates without a flagship retail store – was that a deliberate business decision, and how do you weigh the value of physical retail against a wholesale- and digitally-led model?
We’re incredibly lucky to be represented by such strong stockists, including multi-door partners like Superette, and we value those relationships deeply. Our wholesale partners are a really important part of the Remain ecosystem, and we’re very intentional about protecting and nurturing that network.
Advice for Emerging Fashion Designers
For emerging designers navigating today’s fashion landscape, what’s the most important business lesson you’ve learned?
Don’t listen to the noise. It’s very easy, especially early on, to be pulled in different directions or influenced by what everyone else is doing, but clarity of vision is everything.
Don’t be afraid to fail , it’s part of the process and often where the biggest learning happens. And most importantly, really believe in yourself and your point of view. If that’s strong, everything else becomes much easier to navigate.
For me, staying close to your instinct and not overcomplicating things is one of the most valuable lessons in building a brand.
*disclaimer I need to remember to follow my own advice!!!
What’s Next for RMN Studios?
Looking ahead, what does the next phase of growth for Remain look like – are you focused on expanding internationally, deepening your product offering, or refining the brand further?
I’d love to see Remain continue to grow both in New Zealand and internationally, and be championed by incredible women here at home and abroad.
At this stage, it’s really about depth over speed – refining our product offering, strengthening what we already do well, and evolving in a way that stays true to the brand.
