Australian undergarment brand Nala has recorded strong growth in organic sales this year, despite post-pandemic headwinds in production and planning.
In conversation with Ragtrader, Nala co-founders Chloe and Phillip de Winter said they have been struggling to keep up with demand.
“Our March sales are 100% up on February. This hasn’t been off the back of a promotion or anything like that, it’s just organic growth. Although, as you can imagine, it makes planning almost impossible.”
Nala was launched in October 2022 as an inclusive, sustainable alternative to major underwear brands. It was reportedly the first label in Australia to use a bio-based fabric made from corn starch, alongside recycled mesh.
“We didn’t want to let the timing stop us," Chloe and Phillip de Winter said. "The challenges we have faced have been significant, but we have been able to push through. Some include factory closures due to COVID outbreaks, delays on materials and delays on shipments.
“The eCommerce world has also had its challenges post-COVID, with a lot of DTC brands struggling. It’s been really reassuring to see Nala grow so quickly during what’s been a really challenging time for the industry.”
Nala uses gender-neutral language across its website and social media platforms, with products for women, men, non-binary and gender-diverse people. The brand also operates an experiential fit guide.
“When you enter the Nala Fit Guide, you are presented with over 30 bare, naked images of chests and breasts,” the founders said. “Customers are invited to scroll through the library and find a body that looks like theirs.
“They are then told what size that person is, and are shown that person in two Nala products that best suit that body shape. This means that customers are able to see Nala on a body like theirs, instead of purely on models.”
Chloe and Phillip said the feedback from consumers has been positive.
“We’ve had so many people reach out to let us know they feel seen. Most women are used to buying bras in a physical storefront, where they can be measured and fitted for a bra. We wanted to change that and create an online shopping experience that felt easy, accessible and effective.
“We ensured that we included chests and breasts of all shapes, sizes and stories, including breastfeeding women and a woman who’d had a double mastectomy. We shouldn’t be ashamed of our bodies or nipples or imperfections. So we felt that by doing this it could really drive the industry forward.”
Nala is available online as well as a small selection of independent retailers.