A lot has changed for Danielle (Dani) Atkins and Alex Babich since they founded Australian swimwear brand Kulani Kinis in 2014.
For one thing, they are now married with two children, Hendrix and Maverick, but their Sydney-based brand has also grown along with their family over the past decade. Last year was Kulani’s most successful year yet, with 60% growth in both direct sales and the fast-growing wholesale business. The company now employs more than 70 people.
The brand’s focus on appealing to a younger, budget-conscious audience has remained unchanged, through inclusive sizing, a huge range of cuts and clever marketing campaigns that showcase how Kulani’s designs are just as suited to a relaxed day at the beach as they are to a five-star resort.
“A lot of brands play with very specific niche identities,” Babich explained in an interview with Shop Eat Surf. “We don’t really want to be a surf brand, but we want to serve people who like to surf… We can shoot in Palm Springs or on the North Shore.”
Babich oversees marketing, e-commerce and operations, while Atkins leads the creative side of the company. Both want to be accessible and confident in their creative vision rather than being pigeonholed or chasing trends.
“We carry a very large selection of Kulani,” said Andrew Desiderio of Gone Bananas Beachwear in San Diego, California. The colorful designs are real eye-catchers in the store, and Kulani’s halter bralette and ring bandeau tops are best sellers, while the Y-Cheeky is “hands down” the best-selling Kulani bottom in the store. “While their solid color groups are also strong, the prints feel very playful and vibrant.”
Every collection begins with a muse or source of inspiration.
“Maybe it’s a girl who serves as our muse, or a place that’s been on our minds for a while,” Atkins said. “It’s just something that sparks the idea, and then we build from there.”
The Stolen Hearts collection, for example, began with a 1970s playing card that inspired Atkins. She and her small creative team developed ideas around the concept, and then Babich acts as a buyer, whittling the ideas down to what he feels is commercially viable.
“We’ve both been at it for 10 years and the brand has a really long history, so we know what’s worked,” Babich said. “We can keep each other in check.”
Cross categories
Kulani originated online, but surf shops were the first to show interest in wholesaling and distributing their brand.
“Everyone was just looking for the next product,” Babich said. “What does the younger demographic want? I think a lot of people used the brand to get new customers into the stores and shopping there.”
The Strawberry Moon collection by Kulani Kinis. Photo courtesy of Kulani Kinis.
Kulani now sells both directly to consumers and wholesale, with wholesale accounting for 15 to 20 percent of its sales.
“I love that girls can buy our swimwear and then maybe grab a pair of Billabong jeans or something like that,” Atkins said. “It just fits well.”
A lot of work also goes into each marketing campaign for each collection. Atkins says the aim is to produce “heart-wrenching” moments both on their hugely popular social media channels (they have a million followers on Instagram, for example) and in the mini-magazines they produce in print and digital.
“We slowly showed people that you can actually wear prints, you can wear color, you can be bold,” Babich said. Celebrities like the Kardashian family made neutrals ubiquitous, but that has changed.
“We’ve always stuck to prints,” Atkins said. “We love color. It’s our bread and butter.”
Clothing, European growth on the horizon
Kulani Kinis shoppers are often repeat customers. 40 to 50 percent of online customers come back and buy more. Atkins attributes this not only to the designs, but also to the customer service and shipping experience. The loyal online following also learns from retailers who carry the brand by showing where they can find them in person in social posts.
“They’ve promoted my shop several times and it’s unlike any other brand I’ve worked with,” said Maddie Smith, the owner of A Diamond in the North, a boutique in Minocqua, Wisconsin. “When they share or promote my shop, it feels great, like my hard work is paying off!”
At trade shows like the Collective Shows in Huntington Beach last month, they’ve met big retail clients like Nordstrom, ASOS, Revolve and Bikini Village, but also a lot of small retailers that do a lot of business, Atkins said. After becoming so dominant in North America and Australia, they’re focusing on expanding their presence in Europe this year. In September, Kulani will exhibit at Splash in Paris.
Kulani has also hired an apparel designer with experience in resort design and plans to launch new products as early as March 2025.
But as the brand evolves, Atkins and Babich say they will always stay true to the heart and soul of Kulani.
“We don’t care what the others do,” said Babich. “We do everything we do.”
You can reach Kate Robertson at [email protected].
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