Australian swimwear brand Infamous Swim is aiming to reach $18 million in revenue by 2024, after reporting a four-fold increase sales revenue over the last three years.
Founded by mum of four Gemma Crowe, the company reported $7,444,343 in revenue for FY22, a year on year growth of 53%.
Crowe said this is a significant increase on FY20 revenue results of $1,810,900.
She credited her strategy around product design, which includes matching mother and daughter swimwear, as well as engagement with customers.
“The strategy of a digitally-driven, body positive brand which showcases models in a range of sizes is what really resonated with mums across the country,” Crowe said.
“Our most sold size range is XL-XXL and our most popular print is the safari leopard by a long way.
“We pretty much work with every mum influencer in Australia and have a really strong commitment to creating swimwear that makes them feel good and fits their needs.”
Crowe claimed the brand fielded an eight-figure takeover bid last year, but that she has other plans for the brand.
The business currently employs 14 staff, most of which were hired in the past 12 months. More than half of its new hires are on the marketing team, with additional recruits expected as the company expands into the US market.
“We've had some good success there in the last few years but we based our US model pretty much like a cookie cutter off our Australian model," Crowe said.
“Now we're putting in time and resources into research and doing things like making sure our website is speaking to the US audience, because we've really got a lot of potential there.
“Right now we're testing a whole bunch of new colours in the US to see what's next and we’re also working on a great influencer program in the US.”
Infamous Swim sells a range of 10,500 SKUs. Its predominant social media platform is Instagram with 644,000 followers.
“I’m living the dream and it’s been a privilege to realise my vision for Infamous Swim,” Crowe said. "We haven’t reached our full potential of becoming a matching mum-and-me fashion powerhouse yet, but I believe it’s just a matter of time.”