Dinner Service NY is a design-driven apparel brand with a strong D2C foundation and a distinct offering. Through our D2C business, we were already collaborating closely with brands and partners on custom product development, creative direction, and execution — work that naturally extended beyond traditional wholesale or retail models. These relationships revealed a clear opportunity: many of our partners were seeking the same level of design thinking, operational expertise, and end-to-end support at a larger, more strategic scale. 

However, because B2B was not yet clearly articulated in our positioning, that channel was fledgling and slow to grow.  As a brand known primarily for D2C, we faced a common challenge: how to introduce and elevate B2B offerings without distracting from our core identity or confusing our primary audience.