Popular U.S. Swimwear Brand Nalia Swim Expands to Australia
One of U.S’s emerging luxury swimwear brands is in expansion mode. Two years after launching during the pandemic, Los Angeles-based Nalia Swim is implementing plans to double its 2021–2022 sales of 1.6 million U.S. dollars over the next three years, according to chief executive officer Nicole Shiraz.
The 2-year-old company has just appointed it’s founder and brand executive two new headquarters: Nicole Shiraz as chief executive officer to be based out of Sydney Australia and Yazmin Alvarez as Nalia Swim’s head of global brands & partnerships to be based out of Phoenix headquarters.
With Nicole based in Sydney, the new team will oversee expansion in the Australian market, which is now Nalia Swim’s largest wholesale region outside of the U.S. U.S Sales have grown at 37% percent a year for the past two years, said Shiraz.
Three stocked stores have operated in the U.S. since 2021, the latest being New York’s popular store Flying Solo and online retail store Wolf & Badger.
According to Shiraz, “at least” 10 new Australian retail stores are looking to stock Nalia Swim.
“We think there’s opportunity for 100 Australian stores over the next three to four years,” said Shiraz.
Now L.A’s trendiest swimwear brand, which claims a local market share of more than 5 percent, has plans for 100 wholesale stockists in Australia and New Zealand.
Nalia Swim has wholesale clients in already 4 markets and two stockists stores in Bali. In January, the company signed with Bali’s popular Seminyak hotel resort store TS Suites.
Founder Nicole Shiraz truly bootstrapped Nalia Swim — starting with just $5000 in 2021 and turning it into $1.6 million in cumulative sales in 2 years. Now, Nalia Swim has reached over 20 million people, and has amassed over 87,000 social media followers.
“We had our best year in 2022 an increase of 37% from the previous year. Plus, Nalia Swim had just over 1 million web visits in that same year,” said Shiraz.
The pillars of Nalia Swim’s expansion strategy include collaboration and partnerships with major influencers/celebrities; further brand acquisitions; the launch of matching parents and children’s swimwear line; the development of Nalia Swim’s sun care and self-tanning, and a greater fashion focus, with the company participating in Miami Swim Week in July. More styles are being added to Nalia Swim’s collections including cover-ups and resortwear, which currently account for 30 percent of sales, said Shiraz.
Shiraz’ biggest challenge, she said, remains the increasing dominance of private label in the swimwear sector and online fast fashion brands emerging with weekly swimwear styles.
“Australia has a lot of private label swimwear brands so that’s the big obstacle for anyone who wants to scale there. For us, our focus right now in the Australian market is to create a lasting community and cater to the customers wants and needs. We take everything into account when creating our products especially for each market. We tailor our products specifically to trends in that market from price to quality and to using eco-friendly materials.”
Content Source: https://businessdor.com/luxury-swimwearb-brand-nalia-swim-dives-deep-into-australia/
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