Growing a Digital-First Lifestyle Brand Panel

New York, February 23, 2017

As part of a start and ongoing Thought Leadership Series, German Accelerator Tech invited an interactive panel on how to grow a digital-first lifestyle brand. Discussions revolved around how modern lifestyle brands leverage digital channels to create sustainable brands for the modern consumer.

The invited panel consisted of a group of 4 experts from the digital and traditional lifestyle and fashion space, who shared valuable and attention-grabbing insight with the 60+ guests that found their way to the top floor of German Accelerator New York’s office on the corner of Broadway and Howard Street. CEO of German Accelerator New York, Christian Busch moderated the Discussion. Topics included, but were not limited to, making your first million in sales, brand identity spending, digital versus traditional lifestyle brands, brand collaboration, fundraising, and hiring talent.

View from the top floor of German Accelerator New York’s office building.


Our exciting panel for the evening consisted of:

  • Nina Faulhaber – Co-founder of ADAY
  • Jan-Niklas Kokott – Head of Product at Glossier
  • Sarah Lubas – Director of Merchandising at Burberry
  • Melissa Mash – Co-founder and CEO of Dagne Dover


Nina Faulhaber, Forbes 30 Under 30 Retail & Ecommerce honoree, Goldman Sachs and Index Ventures alumna, and Co-founder of ADAY. ADAY is a New York-based direct-to-consumer brand creating minimalist, technical and sustainable wardrobe staples that simplify life and will last through all seasons. Nina made it a point how important it is to be innovative while staying true to who you are and who you want to be.

Niklas Kokott, honoree of this year’s Forbes 30 Under 30 in the category Marketing & Advertising and Head of Product at Glossier, has led the company’s reputation as a social media magnet. Glossier is a digitally native beauty brand that makes essential, easy-to-use skincare and makeup products.

To bring someone in that can provide a very mature non-startup perspective, we invited Sarah Lubas, Director of Merchandising at Burberry. Sarah has over 15 years of experience in the luxury apparel industry and oversees the development and execution of merchandising strategies for Burberry-owned stores and digital channels throughout the Americas.

To complete the panel, we also invited Melissa Mash, CEO and Co-founder of Dagne Dover, a performance-driven brand known for creating the perfect bag for every occasion. After studying at New York University and working at Coach in New York City and London, Melissa attended business school at Wharton, where she came up with the idea of a sophisticated bag for women.

The audience thoroughly enjoyed the panelists’ openness and willingness to share their experience in the digital lifestyle sector.


If you are a twenty-something female, who is fairly active on social media, chances are that you’ve seen each and every single one of the panelists’ companies pop up in your social feed. And we are not talking about the annoying kind of sponsored posts, but rather the kind of posts that speak to us in a way as if it was meant to be. But not just the women in the room were intrigued by the panelists’ discussion. The ideas, concepts, and insight were relevant to everyone in the room, no matter the gender or age.

About German Accelerator:

German Accelerator Tech supports high-potential German technology startups and emerging companies in quickly evaluating and successfully entering the U.S. market. We provide access to outstanding mentors, office space in Silicon Valley and New York City, valuable connections and the knowledge and expertise required to scale quickly.

For more information and to submit an application visit, engage on Facebook or follow us on Twitter.

Press Contact:
Marie Klemme
German Accelerator Inc.
433 Broadway, New York, NY 10013
Email here.