Triangl

Triangl is a swimwear brand that has made a significant impact on the fashion industry with its vibrant, color-saturated bikinis. Founded in 2012 by Erin Deering and Craig Ellis, the company started with the aim of providing likable swimwear at an affordable price. The brand quickly gained popularity, especially among millennials, largely thanks to its strong presence on Instagram. Triangl's success story is a classic rags-to-riches tale of the digital age, where the founders, with little to their names except each other and a big dream, sold everything they owned on eBay to fund their start-up.

The couple moved from Melbourne to Hong Kong to launch their swimwear line, a decision driven by the proximity to Chinese factories which allowed them to avoid the delays and difficulties faced by Australian designers when manufacturing locally. This move proved to be a game-changer for Triangl. The brand was born from a gap in the market, where there were established swimwear labels like Seafolly, but nothing much in the affordable $100 category aside from surf brands. Initially starting with wholesaling, Triangl moved entirely online in 2013, selling exclusively through their website, triangl.com. This strategic shift to e-commerce was key to their success, as it allowed for instant payment and a profitable business model from day one.

Triangl's approach to product development was also innovative. Instead of launching with a perfect product, they tested the waters with small batches, which enabled them to gauge customer response and remain open to experimentation. The brand tried two fabrications neoprene and nylon-spandex and their unique designs and quality materials quickly set them apart from competitors.

The brand's growth was rapid and impressive. By April 2013, they were shipping more than 100 orders a day, and just two years later, Deering was named the second wealthiest woman in Australia under 40 by the BRW Rich List. Triangl's success is not just commendable but stratospheric, especially in a market where up to 90 percent of start-ups fail. Their story is a testament to the power of digital marketing, e-commerce, and the ability to fill a niche in the market with a quality product that resonates with consumers.