Riding the wave: Kulani Kinis’ journey from Hawaiian dream to swimwear sensation

In a digital age where dreams can be as tangible as the smartphones in our hands, Alex Babich, Founder and Managing Director of Kulani Kinis, shares his inspiring journey of building a global swimwear brand from down under. From his initial ambitions of creating a lifestyle business, to what he believes other ecommerce brands should know about TikTok, Alex shares his top tips for aspiring Australian entrepreneurs.

From humble beginnings

“It all started,” Alex recalls, “with a simple desire to escape our jobs and do something we loved.”

An accountant at Ernst and Young at the time, Alex and his wife, Danielle Atkins, embarked on their business journey after a 2015 trip to Hawaii and a vision for high quality swimwear.

“We thought we could do it better,” he said, reflecting on their early motivations. With no experience but a wealth of passion, they set up a Shopify account, began researching suppliers and version one of Kulani Kinis was born.

Organic growth and the embrace of TikTok

In its infancy, Alex says Kulani Kinis blossomed through organic social media growth, primarily through social media. “All of our sales were organic, with some very light influencer marketing by just giving away the product”, he explains.

But as the digital landscape evolved, so did their approach.

Enter TikTok, a platform Alex initially viewed with scepticism but soon recognised as a pivotal tool for brand storytelling and engagement. “We were really early on TikTok by comparison…it was quite novel at the time,” he says.

However, the decision to dive into TikTok wasn’t just about following trends; it was about connecting with their audience on a new level. “It’s where our customer base was,” Alex explains. “You just follow where the attention distribution is”.

This philosophy and forward thinking propelled Kulani Kinis on TikTok, where they found a vibrant community ready to engage with their brand.

Navigating success through authentic engagement

Alex emphasises the role of authentic engagement in their TikTok strategy: “It’s important to create bespoke content. A lot of brands make the mistake of putting the same content everywhere. We started with repurposing content, but our results improved drastically when we embraced authentic content for the platform.

“We run remarketing, shopping ads, a bit of everything…it’s certainly one of our bigger platforms. But it’s not just about ads; it’s about creating content that resonates, that tells a story and that brings the audience into the Kulani Kinis world.

“We track all the important metrics on TikTok but the main thing is that everything’s moving up to the right, which it is.”

The brand’s success on the platform is testament to their commitment to genuine connection, with their TikTok content showcasing their swimwear not just as products, but as the keys to a beach-side lifestyle.

Lessons for the aspiring digital entrepreneur

With quality content the difference-maker for Kulani Kinis, Alex explains the way they’ve set up their team for success: “Our current set up in the team is we have brand content (our author side) and a marketing team (our publisher side), each able to focus on their strengths with creation or distribution.”

Creating an environment for his team to be their best creative selves means Alex has to give them licence to explore and make mistakes: “Managing a business is different from managing marketing. Let your team take creative risks without being bogged down by performance metrics. Reward creativity and innovation, not just numbers.

“The key is to entertain and show people why your product matters. Don’t take yourself too seriously; have fun and be different. That’s what stops people—not clickbait, but unique and entertaining content.”

A key learning he’d also share with aspiring entrepreneurs is to make sure your website experience matches the channel they’re being referred from.

“Most e-commerce stores still have a 2020 Instagram feel, which may not resonate with TikTok users. Brands need to update their online presence to match the channel they come from, embracing TikTok-style videos on their website over static images,” he says.

“Our efforts to optimise our website for TikTok traffic have paid off – sales have increased by 91% this year, with traffic up by 160%. I can’t stress how much building efficient systems tailored to the TikTok audience is essential for converting traffic into sales.

“The digital landscape is constantly evolving, and brands must keep pace with the changing trends. Just as retail shifted drastically in five years, e-commerce experiences need to adapt to meet the expectations of platforms like TikTok. Stay agile and keep your finger on the pulse of digital marketing.”

Looking ahead

As Kulani Kinis swims into the future, its foundations remain rooted in the principles that catalysed its inception: quality, and a deep connection with its community. With plans to expand their product lines and continue their global reach, the journey of Kulani Kinis is just getting started.

“We’re still growing 80 or 90% this year with the ultimate ambition of becoming one of the largest swimwear brands globally,” states Alex.

Kulani Kinis, once a dream sketched out on the sands of Hawaii, now stands as a testament to the power of dreaming big and diving into the digital waves headfirst.