She Made $200M Selling Swimwear | Erin Deering

TL;DR

Erin Deering grew Triangl into a $200M swimwear brand through innovation and resilience.

Transcript

I went shopping and I couldn't find anything that sat between a surf brand and a higher price point so we got on the beach we ended up chatting about it and triangle was pretty much born that day we'd found a manufacturer in China and they started making our products on the side and selling them in China and tried to register our name and it wasn't... Read More

Key Insights

• Triangl was born from a gap in the market for affordable, stylish swimwear between surf brands and high-end labels.
• Erin Deering and her partner moved to Hong Kong to be close to the supply chain, ensuring commitment to their startup.
• The brand's growth was fueled by strategic gifting to influencers, notably Kendall Jenner, which expanded their reach in the U.S.
• Triangl faced challenges with copycats, including their manufacturer in China, and learned valuable lessons about IP and trademarks.
• Despite rapid growth, Erin struggled with personal fulfillment, highlighting the importance of aligning business success with personal happiness.
• Triangl maintained a lean operation, with a small team managing significant revenue, emphasizing efficiency over expansion.
• Erin's post-exit journey focuses on mentoring women in business, drawing on her experiences to empower others.
• The importance of genuine customer relationships and word-of-mouth marketing was crucial to Triangl's sustained success.

Questions & Answers

Q: How did Triangl start?

Triangl started when Erin Deering and her partner identified a gap in the market for affordable, stylish swimwear. During a second date at the beach, they discussed the lack of options between surf brands and high-end labels, which led to the creation of Triangl.

Q: What challenges did Triangl face with their manufacturer?

Triangl faced significant challenges when their manufacturer in China copied their designs and sold them locally. This experience taught Erin valuable lessons about the importance of intellectual property and trademarks, although it was a stressful period for the company.

Q: How did Triangl achieve its rapid growth?

Triangl's rapid growth was achieved through strategic gifting to influencers, particularly Kendall Jenner, which expanded their reach in the U.S. The brand also relied on word-of-mouth marketing and maintaining a genuine connection with customers to drive sales.

Q: What was Erin Deering's personal experience during Triangl's success?

Despite Triangl's financial success, Erin Deering struggled with personal fulfillment. The rapid growth and success of the brand led to feelings of being outgrown and losing her sense of self, highlighting the importance of aligning business success with personal happiness.

Q: How did Triangl maintain a lean operation?

Triangl maintained a lean operation by keeping a small team, even as the company achieved significant revenue. The focus was on efficiency and maintaining a direct connection with customers, rather than expanding the team unnecessarily.

Q: What is Erin Deering's focus after exiting Triangl?

After exiting Triangl, Erin Deering shifted her focus to mentoring women in business. She aims to empower others by drawing on her experiences and helping them navigate the challenges of entrepreneurship, particularly the importance of aligning business goals with personal values.

Q: What role did customer relationships play in Triangl's success?

Genuine customer relationships were crucial to Triangl's success. The brand focused on providing excellent customer service and fostering word-of-mouth marketing, which helped build a loyal customer base and drive sustained growth.

Q: How did Erin Deering approach influencer marketing?

Erin Deering approached influencer marketing by strategically gifting products to influencers without expecting posts in return. This genuine approach led to organic promotion and significant brand exposure, particularly when Kendall Jenner and her friends wore Triangl swimwear.

Summary & Key Takeaways

• Triangl swimwear was created by Erin Deering and her partner after identifying a market gap for affordable, stylish bikinis. They moved to Hong Kong to focus on the supply chain and maintain commitment to their business. The brand grew rapidly through strategic gifting to influencers, notably Kendall Jenner.

• Triangl faced significant challenges with copycats, including their manufacturer in China, which taught Erin valuable lessons about intellectual property. Despite achieving financial success, Erin struggled with personal fulfillment, emphasizing the importance of aligning business achievements with personal happiness.

• Triangl maintained a lean operation, with a small team managing substantial revenue. After exiting the business, Erin shifted her focus to mentoring women in business, using her experiences to empower others. Genuine customer relationships and word-of-mouth marketing were key to Triangl's sustained success.