A buyer-side advisory for founders and growing consumer brands.
Prox helps businesses source the right products, price them properly and launch with confidence. The advice is practical because it comes from years spent on the buying side, not the sidelines.
Prox exists because most consumer brands do not need another design opinion or another marketing agency. They need someone who has sat on the buying side, who can read a costing sheet and a sell-through report, and who is paid only by the client.
The practice was founded by Rasika Khode after thirteen years buying and building product for retailers and e-commerce platforms, from the factory floor to a full category profit and loss, across six sourcing countries. That work included costing ranges, negotiating with factories, planning buys, running sampling and quality, clearing aging stock, and launching categories from nothing, as well as building and running a consumer brand from scratch.
The result is a single, senior point of contact who understands the founder's version of every problem: the first order that is too big, the quote that cannot be benchmarked, the bestseller that runs out while the rest of the range sits.
The numbers behind the experience
Largest category managed, across womenswear, footwear, jewellery and accessories
Gross margin improvement in 18 months on an AUD $15M category
Sourcing countries worked in first-hand: India, China, Bangladesh, Vietnam, Turkey, UAE
On the buying side of fashion, from factory floor to category P&L
Where the experience comes from.
Department store buying
India, 78-store network
Womenswear categories across a national store network worth roughly $35M, with eight seasonal drops a year and a seven-stage sampling process.
E-commerce private label
ASOS-backed platform
The largest revenue category on the platform, buying 150 or more new styles a week and building a direct factory base across four countries.
Omnichannel category P&L
GCC retail group
Full profit and loss across womenswear, footwear, jewellery and accessories, the largest category managed at around $60M, onboarding brands and developing licensed ranges.
Founder, consumer brand
Dubai eveningwear
A brand built from nothing: the costing and sourcing architecture, a 40-plus vendor base, and 300-plus products on a test-and-scale model.
Prox
South Melbourne, today
A buyer-side advisory for founders and growing consumer brands in Australia and New Zealand.
These engagements were carried out as an employee of the businesses described, not as Prox client work. Prox is a new practice, and client case studies will be added as engagements complete.
These are brands Rasika bought, onboarded or developed licensed ranges for while employed as a buyer at Apparel Group. They are not clients of Prox and this is not an endorsement.
Work with a senior specialist.
Prox caps the number of active clients so the work stays hands-on. Start with a free call.