High-quality swimwear that doesn’t break the bank isn’t easy to find, and this is where Kulani Kinis was determined to set itself apart. Each of the brand’s bikini sets costs under $100, and customers consistently describe the swimwear as the most comfortable they’ve ever worn. And while Kulani may have started from humble beginnings, it wasn’t long before they caught the attention of major retailers who saw the brand’s potential.
“We just started growing, and we've had this crazy ride… The day we launched with Forever 21, traffic tripled or quadrupled, and never went back down.”
While retailers like Forever 21, ASOS, and Ron Jon Surf Shop provided the break Alex and Danielle needed to get their name out, they also became victims of their own success. The surge in popularity meant more and more customers were coming directly to the Kulani website, and the outdated online store couldn’t deliver the kind of high-quality user experience that the pair wanted to provide.
“Wholesale is a very problematic business in some ways, since you don’t control your experience with the customer. It’s very much in someone else’s hands… We wanted to make sure that everyone who comes into our universe has a really positive journey.”
It was clear that they needed to transform their online channel, but a pretty website alone wouldn’t be enough. Alex needed an experienced partner that could help shift the perception of the Kulani Kinis brand from a niche startup to a major competitor in the women’s swimwear space.