How Adelaide's Vacay Swimwear nailed e-commerce and launched its second season
Written on the 28 September 2018 by David Simmons
As summer approaches, most of us are looking forward to some down-time, Christmas lunch, and long days at the beach.
But for Adelaide-based swimwear brand Vacay Swimwear their peak period is just about to start.
Co-founded by business partners and best mates Corey Decandia and Jordan Kallios, Vacay is a unique swimwear brand inspired by the best beach destinations in the world. Their designs are eye-catching, fresh, and perfect for the pool, the beach, and everything in between.
"The best thing about owning a pair of Vacays is that you don't need to be around water to put them to good use," says Kallios.
"Pair your favourite print with a relaxed linen shirt or simple T-shirt and finish off with summer loafers for an effortless, stylish look.
After the success of their first season, launched early in 2017, Decandia and Kallios have been hard at work designing their latest range.
Season 2 has been designed with the travelling, fashion conscious, and vibrant man in mind. This year, the two have been inspired by Australia's most popular beach Bondi Beach, as well as other iconic destinations from around the world like Portofino, Casablanca, Santorini and Vegas.
"We're excited to launch a design inspired by our home country and can't wait to see guys rocking the Bondi short on Bondi Beach," says Decandia.
"We selected a summery yellow and white chevron pattern to represent the golden sand from one of Australia's most iconic beaches.
We spoke to Decandia and Kallios about the lessons they learnt from their first season, how being sold on one of Australia's biggest e-commerce players gave them a boost, and the future for Vacay.
Tell me a bit about the latest season, where did you draw inspiration from?
Jordan: This season customers can expect to see a combination of designs that are more daring, vibrant but also simple - this ensures we are catering for everyone wanting to own a pair of Vacays! You will be seeing some exciting new prints inspired by popular destinations from around the world!
It's been just over a year since we last spoke, apart from this latest season, what's been your highlights?
Corey: Our biggest highlight would be our partnership with THE ICONIC that we landed at the start of 2018. This has seen a huge influx of new customers boosting the popularity of Vacay in the Australian market. It's been surreal seeing our products next to brands like Calvin Klein and Tommy Hilfiger, and selling well!
How did the partnership with THE ICONIC come about and how has partnering with them helped you guys out?
Jordan: It's an amazing feeling having our brand stocked on THE ICONIC so early on after launch! It came about by forming a good relationship with the right people and most importantly having a great quality product that is likeable, which essentially sells itself through our amazing brand travel culture. Everyone loves looking good while on Vacay! Being on THE ICONIC has increased our online exposure, brand credibility and of course increase sales revenue! This has also allowed global retailers like ASOS & FarFetch to take notice of our brand which is very exciting!
What about some major e-tail lessons you've learnt?
Corey: Customer service is a must. Being online you're not face-to-face with the consumer, yet that shouldn't mean their shopping experience should be any less exciting. Since the beginning, we have always made a conscious effort to put the customer first - this has produced a high repeat purchase rate for Vacay Swimwear and positive reviews which has ultimately improved brand image through our second year of business.
What would you say has been the key to your success with Season 1 that has enabled you to push on with this latest season?
Jordan: The key to our success with Season 1 leading up to Season 2 is understanding and knowing what worked and what didn't! We have discovered ways to increase our ability to be seen on more a national and global level as well as growing our online presence even further through various marketing channels. It's still the beginning for Vacay Swimwear and the best is yet to come! Stay tuned!
What's next for Vacay?
Corey: We have some amazing things in the pipeline at Vacay HQ. Our Season 2 range drops on October 1st, which has already shown great hype from our loyal customer base on social media. Moving further into summer we also have some mystery items that will be popping up on our site so be sure to keep your eyes peeled. Our goal is to take over the swim and resort wear game for guys around the world and we feel we are getting closer to this each and every day.
All photos: supplied
Business News Australia
Author: David Simmons