Dôen the Right Thing

Dôen reached new heights by crafting aspirational and totally wearable coastal casual pieces for the Montecito and Nantucket set. Can the brand maintain their carefully cultivated exclusivity as they expand and seek investment (possibly even from Chanel’s Wertheimer family)?

Among the key ingredients in Dôen’s secret sauce is the leadership triumvirate of co-founders Margaret and Katherine Kleveland, responsible for the company’s easygoing California sensibility, and president Holly Soroca. The Kleveland sisters provide the creative, Soroca supplies the retail strategy. Photo: Katie Jones/WWD/Getty Images

Sarah Shapiro

March 4, 2025

As it approaches its 10th birthday, Dôen seems determined to avoid the awkward tween phase: This year, the coastal casual brand is set to cross the $100 million revenue threshold and is expanding strategically with the kind of easy grace reminiscent of its signature Sebastiane skirts. And they’ve done it without significant investment. Not surprisingly, suitors are lining up for a brand that’s managed to grow intentionally, striking the right balance between their D.T.C. roots and strategic wholesale partners, without succumbing to the sort of growth-at-all-costs tactics that have waylaid competitors.