this founder

@prasjain

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Selling · Ecom Product

Triangl

Why it worked

The video likely performed well due to its compelling narrative of a founder's journey, highlighting relatable struggles and a significant success story. The use of celebrity endorsements and the 'rags-to-riches' aspect of building a brand from scratch are also strong engagement drivers. The content is structured as a 'founder story,' which is a popular and engaging format on platforms like TikTok.

Summary

This video tells the story of Erin Deering, the founder of the swimwear brand Triangl. It details her journey from struggling to find a suitable bikini to building a multi-million dollar company through strategic marketing and unique product design. The video also touches on her personal struggles with burnout and her subsequent decision to step away from Triangl to focus on rebuilding her life and launching a new fashion venture.

Structure

1Introduction to Erin Deering and Triangl's success
2The inspiration and early challenges of starting the brand
3Strategic marketing and influencer outreach
4Rapid growth and the emergence of copycats
5Personal struggles and stepping away from the business
6

Original caption

lmk who i should cover next!! here’s what we can learn fromt he founders of @Triangl: – start with the gap you feel: Erin didn’t overthink it — she spotted a problem in her own life and trusted that others had the same need. – no budget? no problem: they skipped traditional ads and sent free bikinis to friends of influencers. When Kendall Jenner asked for one herself, Triangl exploded overnight. – own your first version: Erin and Craig staged their own photoshoots, packed orders by hand, and stayed obsessively close to their customers before hiring a single team member. – evolve with the brand: when Triangl grew beyond her passion, Erin had the courage to step away — redefining success on her own terms. #business #founderfiles #fashionstartup #femalefounder #triangl #startups #bootstrap #founderstory #bikini #swimsuit #SummerFashion

More from @prasjain

Their other posts in the index, biggest breakout first.

On-screen text

this founder $6 brand FO welcome back to founder files where I talk about founders and their stories grew up working at retail stores in Australia where she fell in love with fashion in 2011 she went on a beach date with her then-boyfriend, Craig but struggled to find a cute bikini that wasn't $100 or covered in obnoxious prints their day ended up being consumed by the conversation of why doesn't an alternative exist just a year and then to learn manufacturing first hand they decided to create their bikinis with neoprene typically used in wetsuits but this gave their bikinis a competitive edge it allowed for vibrant colors and a unique fit Erin herself answered all customer emails handled the social media and even added live chat before it became popular in 2013 Triangl started gifting bikinis but Erin was strategic about it she started targeting the friends of the big names she sent suits to Hailey Baldwin and Bella Hadid Gigi Hadid and then one day woke up to an email asking to try her suits Since then Kylie and have all been seen wearing Triangl bikinis all without a single paid post their brand skyrocketed Triangl went from 0 to 25 million in 2014 and then over $60M in 2015 but with all this success obviously copycat brands popped up everywhere and even the original manufacturers started making knockoffs behind the scenes Erin's personal life was also shifting the business raising two kids Hong Kong and Monaco she was really struggling with burnout so in 2018 she made a tough decision Erin Deering left Australian swimwear success story, Triangl, in 2018. Now, she plans on pursuing something that feeds her passions. to step away from Triangl realizing that she needed to build an identity outside of the company Since then Erin has focused on rebuilding her life published a memoir Hanging by a Thread A MEMOIR ERIN DEERING Co-Founder of TRIANGL Swimwear she returned to fashion by launching Deering that is designed to help women feel special every day comment who I should do next!!

Transcript

this founder built a $60 million brand by capitalizing on welcome back to founder files where I talk about founders and their stories Erin Deering grew up working at retail stores in Australia where she fell in love with fashion in 2011 she went on a beach date with her then-boyfriend, Craig but struggled to find a cute bikini that wasn't $100 or covered in obnoxious prints so their day ended up being consumed by the conversation of why doesn't an alternative exist just a year later the couple moved to Hong Kong to learn manufacturing first hand they decided to create their bikinis with neoprene, typically used in wetsuits but this gave their bikinis a competitive edge it allowed for vibrant colors and a unique fit Erin herself answered all customer emails, handled the social media and even added live chat before it became popular in 2013 Triangl started gifting bikinis but Erin was strategic about it she started targeting the friends of the big names first she sent suits to Hailey Baldwin and Bella Hadid, Gigi Hadid and then one day woke up to an email asking to try her suits Since then Kendall Jenner, Kylie and have all been seen wearing Triangl bikinis all without a single paid post and their brand skyrocketed Triangl went from 0 to 25 million in 2014 and then over $60M in 2015 but with all this success obviously copycat brands popped up everywhere and even the original manufacturers started making knockoffs behind the scenes Erin's personal life was also shifting between growing the business, raising two kids, moving between Hong Kong and Monaco she was really struggling with burnout so in 2018 she made a tough decision Erin Deering left Australian swimwear success story, Triangl, in 2018. Now, she plans on pursuing something that feeds her passions. to step away from Triangl realizing that she needed to build an identity outside of the company that she built Since then Erin has focused on rebuilding her life, published a memoir, Hanging by a Thread she returned to fashion just last year by launching Deering, a women's wear that is designed to help women feel special every day comment who I should do next!!