The Reason Behind Erin Deering’s Decision to Sell Swimwear Sensation Triangl

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“The key lesson I learned from Triangl is that no matter how successful you are on the outside, if things aren’t working internally, it doesn’t matter.”

Founded in 2012 by Erin Deering and Craig Ellis, Triangl was born from a conversation they had on a Melbourne beach, the location of their second date.

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Struggling to find a reasonably priced bikini for their beach date, the idea for Triangl was born when they realized the gap in the market. This marked the beginning of a whirlwind career that led Deering to international success and a spot on the Rich List in 2019 with a net worth exceeding $35 million.

However, the journey with Triangl was not without challenges. Deering found herself feeling isolated and intertwined with her brand, leading to personal struggles. In 2018, she chose to exit the brand and her relationship with Ellis to reclaim her identity and well-being.

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Despite facing obstacles such as copycats and challenges with their manufacturer, Deering and Ellis managed to keep Triangl thriving by staying lean and innovative. Their deep connection with customers and reliance on word-of-mouth marketing also contributed to their success.

Deering’s advice on dealing with copycats includes protecting your brand early with trademarks, hiring a legal team, and focusing on innovation rather than dwelling on imitations.

Today, Deering mentors other entrepreneurs and has embarked on a new career as a wellness entrepreneur, prioritizing self-awareness and fulfillment in her endeavors.

Source: ( foundr.com / Financementality.com )

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