Name: Lauren Davenport
Age: 27 (Born: August 1989)
Known for: LACD Active – http://www.lacd.com.au
Lauren Davenport, 27, started LACD (pronounced ‘laced’) in 2013. An Australian active apparel brand that delivers technical features for performance, style through flattering silhouettes and colour, and comfort through fit and fabric. LACD provides new, innovative collections twice yearly. Each seasonal range is technical, complete and designed for all weather elements.
LACD can be found in more than 75 stores Australia-wide and is the clothing of choice at Red Bull owner Dietrich Mateschitz’s luxury Fijian resort – Laucala Island along with several of the world’s top 100 golf courses (Cape Wickham, Victoria Golf Club, Royal Melbourne Golf Club).
Davenport secured the women’s fourteenth world golfer Minjee Lee as a LACD ambassador in the first year of business, which was also Lee’s last year as an amateur.
As Lee moved from amateur to a professional, she became the number one ranked amateur golfer on 26 February 2014 after winning the Oates Victorian Open on the ALPG Tour wearing LACD. This built a lot of buzz for the business and gave social credibility to LACD’s ‘Powering Performance’ tag line.
Davenport is considered an entrepreneurial success due to the fact that LACD is the only Australian-owned premium golf apparel brand in the market. During its first six months of commencement, women’s world #1 amateur was winning tournaments dressed in LACD, within two years it was stocked in over 75 stores, and by its third year of business it was being sold in 7 Australian states and three countries with international online sales constantly building.
The art of persuasion has helped Davenport secure a paid contract with the Women’s Golf Victoria State Team uniforms. Along with preparing brand documents and bringing catalogues with her to the pitch, Davenport offered to visit their offices one afternoon to have their staff try on the gear. She won over the staff and the team wore LACD Performild Pants, Shorts and Skorts during their season.
Anthill asked Davenport, what is your super-power?
“I am super optimistic, so I naturally approach every meeting with a bright, positive attitude, which generally pays dividends as my customers, or suppliers, find it contagious and react advantageously.”
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