Australian swimwear brand Bydee has recorded a 110 per cent growth in global sales year-on-year, with US sales dominating.
Speaking with Ragtrader, Bydee founder Dessy Hairis confirmed that its US market accounts for 60 per cent of the business’ sales, with Australia representing almost 40 per cent.
She said this is expected to change ahead as Bydee expands into the continent of Europe.
“The UK is a growing market for us, having launched there last year with order volumes increasing by 240 per cent since launch,” Hairis said. “While Bydee is a staple on Australian beaches, you can almost always spot a Bydee piece, we recognise that as a seasonal brand, achieving our ambitious growth goals requires a global focus.
“We remain committed to serving our Australian Bydee Babes while strategically expanding internationally to drive long-term growth.”
Hairis added that her brand’s key strategy when entering new markets is through targeted advertising on leading digital platforms such as Meta, TikTok, YouTube and Pinterest.
“In addition, we're bringing Bydee’s community together with exclusive events worldwide, connecting with both our loyal customers and global influencers,” she said. “Our campaigns are shot globally, allowing us to authentically connect with our audience, especially those who share our love for travel and adventure.
“As our international presence has grown, our investment in global marketing has significantly increased. We’re focused on reaching new audiences while staying true to our core values.”
Bydee began in 2013 as a market stall. According to Hairis, this starting point allowed her to connect directly with customers, understand what they wanted and to test products in real time.
In 2019, she launched the brand online, and three years later she opened her first retail store.
To drive the launch of the new website five years ago, Hairis said she hired her second team member, who worked out of her apartment packing orders. Her first team member was her Mum, who remains involved in the brand’s warehouse operations today.
“Fast forward to 2024, and our head office team has grown to 19,” Hairis said.
“With our international growth, we’ve focused on building a strong leadership structure, bringing in heads of departments to take ownership and lead their teams in supporting our expansion.
“We’ve also brought on a general manager, who has played a key role in scaling the business internationally while ensuring cost efficiency as we grow. These changes have been crucial in managing our rapid growth and sustaining our global success.”
Following a record month in June this year, when the company sold nearly 50,000 bikinis, Hairis is expecting further growth ahead. For Black Friday, she anticipates a 45 per cent year-on-year boom in Australia, which is expected to be driven by the recent release of its new Ópa collection on November 21.
According to the founder, Bydee’s growth strategies are centred around deepening connections with its customers and expanding its international footprint.
“We’re focusing heavily on events and marketing activations to engage both customers and influencers, further establishing the brand on a global scale,” she said. “We’ll continue shooting at iconic locations worldwide, inspiring our Bydee Babes to create unforgettable moments in our pieces.
“In addition to our swimwear, we’re continuing to expand our ready to wear and jewellery categories, with plans to position Bydee as the ultimate one-stop summer shop. This multi-category approach will allow us to offer a complete, elevated experience for our customers, further fueling our growth.”