Jenni Kayne has spent more than two decades building a lifestyle brand around the specific laid-back-yet-luxurious vibe associated with its home base of California. Throughout that time, the label has continued to churn out elevated wardrobe essentials like its beloved cashmere sweaters and silk pants, while also expanding into home decor, furniture and even beauty (via Oak Essentials, a separate brand offering skin-care products with a similarly chic, minimalist aesthetic). And after growing its domestic e-commerce business and expanding its brick-and-mortar footprint across the United States, the Jenni Kayne brand is going global.

On Tuesday, the label launched international shipping on its site, making its effortless, coastal apparel and accessories available to new regions including Australia, Belgium, Canada, Denmark, Finland, France, Germany, Iceland, Ireland, Italy, the Netherlands, New Zealand, Norway, Portugal, Spain, Sweden, Switzerland and the United Kingdom. Further international expansion is expected later this year.

“We prioritized markets where we were already seeing strong engagement and demand,” founder Jenni Kayne tells Fashionista over email. In recent years, the label has grown overseas visibility through a mix of wholesale partnerships (particularly in Canada) and activations, like a pop-up at Selfridges in London last fall. “These efforts allowed us to test key markets, build brand awareness and better understand our international customer before scaling direct-to-consumer access,” says the brand’s CEO, Kate Watters. “At the same time, we’ve seen consistent organic demand from international customers asking for a more seamless way to shop with us, which ultimately informed this next step.”

Beyond consumer demand abroad, the brand also had to establish the infrastructure needed to ship its wares to brand-new regions, which took months. “Launching international shipping requires significant coordination across logistics, technology and customer experience,” Watters explains. “One of the biggest challenges was ensuring the experience felt as seamless as our domestic one.” The label partnered with Global-e, a cross-border e-commerce platform, to provide localized pricing and calculate duties, taxes and shipping costs up front.

The brand is taking a taking a “localized, community-driven approach” to marketing this expansion, notes Kayne: “We’ll be hosting events in both Toronto and the UK over the next few months to celebrate, aiming to really connect with our customers and bring our world to them.” Influencer partnerships and gifting are also in the works in Canada and the UK.

The launch of international shipping signals a big bet on the global appeal of the California lifestyle on which the brand was built. “The Jenni Kayne aesthetic is rooted in timelessness, ease and versatility — qualities that translate well across the world,” according to Watters. “California living, to us, is more of a mindset than a place. It’s about effortlessness and intention, and that resonates globally, especially as people continue to prioritize comfort, quality and a more relaxed way of living.”

Looking forward, the brand wants to maintain a thoughtful, intentional approach to growth. “We’re focused on reaching new customers in a way that still feels true to us — keeping things intentional, considered and rooted in an elevated experience,” Kayne explains. “We’ll continue investing in what matters most to us: community and creating enduring pieces for customers to love and live in.”

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