How DWL Fashion’s Ivie Osula Leveraged Scale7 Accelerator Program For Global Expansion

DWL, the luxury women’s fashion brand founded by Nigerian designer Ivie Osula, has accelerated its global expansion after participating in the Scale7 Fashion Accelerator program.

Funded by Qatar Development Bank (QDB), the program offers specialized mentorship, business development support, and funding to emerging fashion brands. DWL, which stands for Defining Women’s Lifestyle, was chosen alongside nine other Qatar-based brands when the program launched on September 18, 2023.

Headquartered in both Lagos and Doha, DWL has experienced a transformative leap since joining Scale7. Osula described the program as a “game-changer” for the brand. “Being part of Scale7 has taken DWL from an international seller to a global brand,” she said. “The mentorship, funding, and strategic business development opportunities have been instrumental in expanding our reach.”
The Scale7 Accelerator, Qatar’s first fashion and design incubator, aims to support visionary designers and Qatari-based brands through partnerships with innovation hubs like M7.

According to a statement on the M7 website, “Scale7 provides a platform for aspiring Qatari designers to create and produce unique fashion and design brands.” With this backing, DWL has refined its marketing strategies and attracted high-profile international collaborations that would once have been challenging for a brand of its size.

Through the accelerator, DWL has refined its global marketing strategies, including attracting high-profile international partners. “The program helped us learn how to market ourselves like a global brand and target the right partners, which has already led to significant collaborations,” Fazila Patel, head of marketing, DWL.

One of the standout achievements for DWL during its time in the program has been securing retail and strategic partnerships with global entities, including luxury lifestyle hotels. “Through the program, we secured a partnership with The Ned in Doha, which has now extended to their London headquarters,” Patel stated. “This partnership aligns perfectly with DWL’s upscale brand and lifestyle, allowing us to connect with a wider, international audience.”

The Scale7 accelerator has also contributed to DWL’s operational improvements, helping the brand streamline its strategies. “We now have a clearer vision of our brand’s mission and positioning,” the founder said. “This clarity has allowed us to attract our ideal market—what we call the ‘DWL Blue Women’—a community of women who value fashion as a tool for confidence and sophistication.”

Looking forward, Osula is confident that DWL’s journey is just beginning. “The accelerator has already opened doors for us, and we’re seeing the impact through strategic partnerships and collaborations,” she stated. “We are expanding our brand into new markets, and the partnerships we’ve secured with The Ned and other global lifestyle brands will play a key role in our long-term vision of becoming an iconic global fashion brand.”