Lexi Larson built Sunday Cherries with $50,000 in savings

Larson began posting TikTok videos about working from home before she knew what kind of business she wanted to build. Viewers often asked about the cozy outfits she wore, prompting her to develop loungewear that was comfortable but still felt put together. She launched Sunday Cherries in early 2024, using a separate business account for her savings and declining investor offers because she did not want to answer to a boss again.

For the first release, she ordered about 300 hoodies and 300 sweatpants at a cost of around $24,000. She feared the inventory would not sell, but the launch brought in about $35,000 that day and sold out. Larson had shared samples with her followers and asked which colors they preferred, making them part of the process. She says the openness gave people a view of the work behind building a brand.

The sellout also exposed a planning problem: it took about two months to restock, leaving customers unable to buy products in the meantime. Larson says she has since become more confident in forecasting demand, drawing on what sells and on preferences for colors, fabrics and fits, as well as seasonal trends. Manufacturing has brought other setbacks. Hoodies intended to have a vintage acid-wash finish arrived with bleach stains; a later pants order was delayed after she spotted inseams several inches too long in production photos. The manufacturer corrected the hoodie damage, while the pants launch was pushed back by a couple of weeks.

Larson says she now handles such problems with less panic. She also moved away from managing orders herself in a 250-square-foot warehouse, switching in March 2026 to a logistics company that receives inventory, packs orders and ships them. Freelancers help with garment design and content; she has never hired a salaried employee.

Before launch, Larson built an email list of about 15,000 people, seeing it as an audience she could reach even if her social-media account disappeared. She says monthly sales can range from $50,000 to $60,000 to zero. Income from social media covers her bills, so she is reinvesting all brand proceeds in inventory, the website, fit and new products.