They say if you want something done properly you should do it yourself, and sisters Vrindy and Ramana Benson took that message to heart when they launched a swimwear label because they couldn’t find a bikini that was ‘simple and flattering’.
The Gold Coast-based girls were delving into an extremely competitive market space from the outset – with every second Instagram account spruiking beachwear – but LaHANA was an instant success.
‘Our first bikini campaign [which used a range of metallic colours] went viral on social media,’ the girls explained to FEMAIL.
Sisters Vrindy and Ramana Benson (pictured) launched a swimwear label in 2015 after feeling like they couldn’t find a bikini that was ‘simple and flattering’
The Gold Coast-based girls were delving into an extremely competitive market space from the outset but LaHANA was an instant success (bikinis pictured)
‘LaHANA is all about minimal pieces with jaw dropping cuts, textures and prints. We work closely with our design team and manufacture to create fabrics and cheeky cuts no other swimwear brand has done before.’
It was the eye-popping colours and Brazilian bottoms in silk-like material that grabbed the attention of everyday customers. And it’s translated into booming business.
Sales have dramatically increased from $100,000 in 2016 to over $2 million and counting in 2018.
It was the eye-popping colours and Brazilian bottoms in silk-like fabrics that grabbed the attention of everyday customers. And it’s translated into booming business
Sales have dramatically increased from $100,000 in 2016 to over $2 million and counting in 2018
They’re tracking towards an astounding $10 million turnover by 2020
They’re tracking towards an astounding $10 million turnover by 2020.
‘We did not want to work the average nine to five jobs that society perceives as success,’ Ramana said.
And so far they haven’t had to, but that doesn’t mean they’ve relied on good looking models and a ‘sex sells’ mentality to make a sale on social media.
The sisters are using their religious and cultural background to their advantage.
The sisters are using their religious and cultural background to their advantage
‘Growing up along the east coast of Australia and immersed in the Hare Krishna religion, we developed an appreciation for beautiful exotic prints and fashion,’ Ramana commented
Prices aren’t exorbitant – it’s approximately $89 for a top and the same amount for bottoms – and they’re constantly changing their styles month-to-month
‘Growing up along the east coast of Australia and immersed in the Hare Krishna religion, we developed an appreciation for beautiful exotic prints and fashion,’ Ramana commented.
‘In this environment free from judgement and in a community that encourages creativity and freedom from the normal, LaHANA was born.’
Prices aren’t exorbitant – it’s approximately $89 for a top and the same amount for bottoms – and they’re constantly changing their styles month-to-month.
One of their most coveted looks is that of the ruched bikini – which the girls say has been copied around the world
While they are the swimwear on everyone’s lips in Australia, globally they received incredible recognition when a certain Jenner sister donned their briefs
One of their most coveted looks is that of the ruched bikini – which the girls say has been copied around the world.
While they are the swimwear on everyone’s lips in Australia, globally they received incredible recognition when a certain Jenner sister donned their briefs.
‘We have a beautiful girl gang around the world and one of our main girls is Kylie Jenner’s assistant Victoria,’ Ramana said.
‘Victoria wears LaHANA swim religiously on her Instagram, this is how Kylie spotted us.’
The image of the youngest Kardashian was ‘liked’ 5.5 million times and has given the brand some welcome recognition.