ANNDERSTAND

Cambridge Judge Business School

Industry: Fashion Tech

MBA Founding Student Name(s): Ge Yu

Brief Description of Solution: ANNDERSTAND is a fashion brand that blends Eastern and Western styles to create affordable, high-quality products. Our focus on sustainability is enhanced by advanced technology and artificial intelligence, which help revolutionize the supply chain and significantly reduce environmental impact. We are committed to creating positive change in the fashion industry.

Funding Dollars: Pre-seed

What led you to launch this venture? My five years of experience working for fashion brands across three continents exposed me to the environmental damage caused by the fashion industry, particularly in manufacturing processes. Witnessing the excessive waste, resource depletion, and unethical practices firsthand was deeply troubling. I realized that I wanted to create a positive change within this space, focusing on sustainability without sacrificing style or quality.

Thus, I launched ANNDERSTAND—a fashion brand that values sustainability while blending Eastern and Western design aesthetics. Our mission is to revolutionize the fashion industry by creating affordable, eco-friendly products that reflect cultural heritage and innovative craftsmanship. I was inspired to demonstrate that fashion can be both stylish and sustainable, proving that consumers don’t have to compromise their values for their wardrobe choices.

What has been your biggest accomplishment so far with venture? The biggest accomplishment of ANNDERSTAND has been our first collection successful showcase at London Fashion Week, which significantly elevated our brand’s visibility on a global stage. This event allowed us to present our unique fusion of Eastern and Western design aesthetics to a diverse audience. We received extensive media coverage from prominent outlets such as BBC, China Daily, and Vogue, which further amplified our message and reach.

Receiving positive feedback from attendees and industry experts reinforced our belief in our sustainable fashion approach and showcased the demand for our innovative designs. Furthermore, we’ve attracted a loyal customer base that resonates with our commitment to sustainability and quality craftsmanship.

What has been the most significant challenge you’ve faced in creating your company and how did you solve it? Initially, our low order volumes made it difficult to secure partnerships with high-quality suppliers. To overcome this, I dedicated time to networking and educating potential partners on the importance of eco-friendly practices. To further strengthen these relationships, I offered to exchange resources, such as media exposure, to showcase their products.

How has your MBA program helped you further this startup venture? The Cambridge MBA programme has been crucial in advancing my startup, ANNDERSTAND. Receiving the Boustany Foundation Scholarship, as the first Chinese woman awarded, it motivated me to leverage this opportunity fully.

The MBA coursework on entrepreneurship and sustainability provided essential tools for developing innovative business strategies. My internship at the Boustany Foundation and The Prince Albert II of Monaco Foundation in Monaco taught me how to align initiatives with a larger mission.

Networking with guest speakers, all of whom are industry leaders in Cambridge University, expanded my perspective on entrepreneurship, offering insights directly applicable to my business. Additionally, founding the Cambridge China Business Forum has played a significant role in fostering valuable connections, garnering coverage from over 30 major media outlets and attracting more than a million views.

What founder or entrepreneur inspired you to start your own entrepreneurial journey? How did he or she prove motivational to you? Choosing just one entrepreneur as an inspiration is tough because many have influenced me, but my grandmother stands out as a pivotal figure. She has always encouraged women to pursue their dreams and take bold steps despite societal expectations. Her belief in resilience and hard work has profoundly shaped my perspective.

Which MBA class has been most valuable in building your startup and what was the biggest lesson you gained from it? The most valuable MBA class for my startup journey has been Entrepreneurship Through Acquisition. What stood out to me was how the course tackled the pain points I face in my entrepreneurial journey, particularly in finance and operations. Led by Professor Simon Webster, the class featured numerous guest speakers who are experienced entrepreneurs, sharing their insights and answering our specific questions. This interaction allowed me to relate theoretical knowledge to real-world challenges, making the lessons more memorable and practical. Overall, the combination of case studies, interactive lectures, and expert insights from industry leaders provided a comprehensive understanding of what it takes to navigate entrepreneurship effectively.

What professor made a significant contribution to your plans and why? I am particularly grateful for the support of interim dean and corporate finance professor, Gishan Dissanaike. Professor Dissanaike has played a crucial role in supporting my initiatives, including the establishment of two new forums at Cambridge University, one of which is the Cambridge China Business Forum. His encouragement and backing were vital in helping me secure prominent industry leaders as speakers in such a short time. His extensive experience and connections in the finance sector have not only enriched my understanding, but have also provided practical frameworks I can apply to my startup. Professor Dissanaike’s commitment to nurturing student-led initiatives has greatly influenced my plans and aspirations for my entrepreneurial ventures​.

How has your local startup ecosystem contributed to your venture’s development and success?
The startup ecosystem at Cambridge University has been instrumental in elevating my venture to the next level. The University of Cambridge boasts an unparalleled environment filled with resources that foster innovation and entrepreneurship. One of the most valuable experiences for me has been my active participation in the Cambridge University Entrepreneurs Club. Their frequent pitch competitions and networking events have allowed me to connect with students and alumni from diverse fields, significantly broadening my knowledge base and creating potential collaboration opportunities.

Additionally, I found the E-Lab events at King’s College, Cambridge, particularly impactful. The guest speakers invited to these events are industry leaders who share invaluable insights from their own journeys. Having the chance to engage in one-on-one conversations with these leaders has not only expanded my network, but also provided me with practical advice and mentorship tailored to my specific challenges as an entrepreneur.

Overall, the collaborative spirit and rich resources available in the Cambridge startup ecosystem have been crucial in shaping my venture’s growth.

What is your long-term goal with your startup? My long-term goal with ANNDERSTAND is to establish it as a global leading brand in sustainable fashion, recognized not only for its innovative designs that blend Eastern and Western aesthetics but also for its commitment to environmental responsibility.

Looking back, what is the biggest lesson you wished you’d known before launching and scaling your venture? The biggest lesson I wish I had known before launching ANNDERSTAND is the importance of understanding market demand before scaling. Additionally, engaging with the startup community and experienced mentors earlier would have accelerated my learning curve and contributed to more informed decision-making while scaling my venture.

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