621: We Bet $200K on Bras Before Making a Single Sale — Sold 400,000 in 2 Years | Nala
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
This episode features Chloe and Phil de Winter, co-founders of Nala, an Australian intimates brand that sold over 400,000 pieces in just two years. Despite having no fashion background, they invested $200,000 before making their first sale and built a cult following with a 70% repeat purchase rate. (02:07)
- Key themes include validating product-market fit with minimal data, scaling an e-commerce business in a competitive category, and overcoming platform restrictions while maintaining brand authenticity
Speakers
Chloe de Winter
Co-founder of Nala, a physiotherapist by training who also runs an online Pilates business. She identified the market gap that led to Nala's creation and leveraged her existing customer database of 5,000 women to validate the product concept through surveys.
Phil de Winter
Co-founder of Nala with a background in sports tech and business development. He was the second employee at a startup that successfully exited, providing the financial foundation for Nala's substantial initial investment. He left his corporate role to focus full-time on launching the brand.
Key Takeaways
Validate with Quality Over Quantity
Nala successfully validated their entire product line with just 250 survey responses from Chloe's Pilates community. (03:37) The key wasn't the sample size but the universality of responses - bigger-busted women consistently wanted wire-free bralettes that actually provided support, and nearly everyone wanted comfortable strapless bras. This focused feedback gave them clear direction on their two bestselling products from day one.
Strategic Investment in High MOQs Creates Competitive Advantage
The founders invested over $200,000 in their first order despite never working in fashion, recognizing that high minimum order quantities (500-1000 units per color per style) create significant barriers to entry for competitors. (04:17) This substantial upfront investment allowed them to launch with a complete collection rather than just one or two products, establishing immediate market presence and credibility.
Guerrilla Marketing Can Generate Massive Organic Reach
Nala's viral launch campaign involved placing G-strings on hundreds of car windshields in Bondi with notes saying "You left this at my place last night." (12:54) This low-cost guerrilla tactic generated organic social media buzz, media coverage in the Daily Mail, and immediate brand awareness without traditional advertising spend.
Spend Aggressively on Customer Acquisition When Unit Economics Work
With 70% repeat purchase rates and strong margins, Nala spends approximately 30% of total revenue on marketing operations. (27:37) Their philosophy is to break even or make small profits on first purchases, knowing that satisfied customers become loyal repeat buyers who drive long-term profitability.
Inclusivity Must Be Built Into Product, Not Just Marketing
Rather than token inclusive marketing, Nala built inclusivity into their product design from launch - starting with G cups and now offering up to K cups and 6XL sizes. (36:06) They also created gender-neutral products for the LGBTQIA+ community, working directly with organizations like the Equality Project to ensure authentic representation.
Statistics & Facts
- Nala invested over $200,000 in their first product order before making a single sale, with MOQs of 500-1000 units per color per style. (04:17)
- The brand achieved a 70% repeat purchase rate, allowing them to spend 30% of total revenue on marketing operations while maintaining profitability. (27:37)
- Their support wire-free bralette comes in 71 sizes (soon to be 75), creating over 700 SKUs for just one product style across multiple colors. (10:32)
