The Sansones


"Everyone seems very friendly—they give us their time of day, which is awesome. We’re just happy to be a part of it, and we hope to keep growing and going to the shows."
“Sharing our story is something we love to do, and the potential for new accounts continues to enrich that story.”

Each year, newcomers to the ISPA Conference & Expo almost invariably comment on ISPA’s familial nature. Friends and colleagues convene to laugh, learn, dine and experience a life-giving atmosphere together much like they would for a holiday gathering.

Brothers Jimmy, Conrad, and Lan Sansone know what it’s like to be part of a large and loving family, so they know what to look for when preparing to join another. These humble, happy and driven brothers are the founders of The Normal Brand, a men’s clothing line looking to fill a void in the spa industry market.

“Our parents are very entrepreneurial,” says Lan, the fourth oldest of seven brothers and three sisters. “Our dad works with his brothers and father in commercial real estate development, and our mom started her own beauty line called Greek Girl. The entrepreneurial culture that our parents have established has had a profound impact on us and motivated us to follow suit.”

The Sansone brothers heard of the spa industry from their mom, who had already been reaping the benefits of ISPA for some time:

“Since we are born and raised in St. Louis, our mom introduced us to St. Louis-based Past ISPA Chairman Michael Tompkins (who has quickly become a mentor) and others who have helped usher us into the ISPA family. We soon found there to be a need for more men's clothing in the spa space, so we exhibited at the ISPA Expo in Phoenix. The show was different than other trunk shows and boutiques we’ve worked with, in a good way! We got to meet Daymond John and have a cool, new experience learning the spa wholesale process. Everyone seems very friendly—they give us their time of day, which is awesome. We’re just happy to be a part of it, and we hope to keep growing and going to the shows.”

The brothers have now launched 10 spa accounts including Four Seasons, Broadmoor Hotel, and Kohler Water Spa. They’ve already done one trunk show with the Four Seasons in Santa Fe, with more visits to hotels and spas coming in the near future. “Sharing our story is something we love to do, and the potential for new accounts continues to enrich that story.”

The Normal Brand guys have an entrepreneurial heritage that spans four generations, spurred on by the strong family bonds they’ve always had. “We can honestly say that we are each other’s best friends,” beams Lan, “and we’re proud and fortunate to have what we have.”

Despite having no background in fashion or design, the Sansone brothers have always loved clothes and dressing for the occasion. However, one thing seemed to evade them as they grew older: a comfortable, versatile and stylish shirt. In a word, they wanted something “normal,” but couldn’t seem to find it—and out of necessity, The Normal Brand was born in March of 2015. Jimmy, the first of the brothers to graduate from college, came up with the idea and the other two jumped in to help.

Parents and siblings all pitched in to get the brand moving, quickly starting their movement and networking with the siblings’ many social circles. Truly an immediate and extended family business, The Normal Brand’s modeling, photoshoots and marketing are all sourced from within the family. Lan handles wholesale, Conrad manages the online store and Jimmy controls production and creative initiative. All of them work together as they navigate the challenges of inventory, forecasting and gauging demand for future seasons.

The brothers also understand the importance of using The Normal Brand to give back: “As a company, we are involved with many charities. To name a couple, we have donated thousands of hats and shirts to Mission St. Louis and all proceeds from a special hat to the Waterboys Foundation.”


"Everyone seems very friendly—they give us their time of day, which is awesome. We’re just happy to be a part of it, and we hope to keep growing and going to the shows."