These two life-long friends set about constructing a swimwear and resortwear label around timeless simplicity which transcends trends but would always look chic and effortless. Naia Beach was launched in 2021 and they are just phrasing in their Wanderlust 2024 Collection – a collection with uniquely glamorous designs, exclusive prints and beautiful fabrics.
Why did you start the brand?
Our journey in creating Naia Beach was inspired by us both being unable to find flattering quality swimwear. We were frustrated at the lack of form, flattering on trend aspirational designs available in the market. We simply could not find any that fit above criteria. Our vision was to create a brand that not only meets but exceeds the expectations of women; so they can feel at their most confident best when wearing our designs.
Designing for real women, acknowledging their diverse needs, and crafting a range that empowers women like ourselves to feel comfortable AND confident is a powerful mission statement and one that we take very seriously.
What did you and Tess bring to the table when creating Naia Beach – how do you divide the workload?
Our synergy is a key factor, which we would definitely say serves as a cornerstone for Naia Beach’s success. We both have extensive backgrounds in the fashion industry, coupled with shared passion, meticulous planning, and a commitment to excellence. The fact that we share a long-standing friendship and the same sense of humour undoubtedly adds to a really enjoyable work environment, making our collaboration even more rewarding and fun!
Dividing workloads effectively often relies on understanding each other’s strengths and weaknesses, which we seem to have mastered; although we would be the first to admit we are juggling a business with parenting just like every other working woman we know. However we are so proud of the quality of our brand and the constant positive feedback we get from our brilliant Naia women; who send photos of themselves wearing our swimwear and tell us how much they love it, making all the hard work worthwhile.
What are the characteristics of the Naia Beach label?
The Naia Beach label embodies several key characteristics that we feel set us apart in the world of swim and resort wear. These characteristics collectively create a brand identity that resonates with women seeking stylish, empowering well-fitting and therefore ultra-flattering swim and resort wear
– Unique and Trendsetting Designs: Our commitment to creating designs that stand out from the rest of the market ensure that Naia Beach pieces are instantly recognisable. This emphasis on originality caters to body types and ages across the board, and aims to establish the brand as a go-to for empowering and stylish swim and resort wear.
-. Focus on Fit and Quality: The dedication to ensuring the perfect fit by subjecting each piece to a minimum of 5 fittings showcases our commitment to quality. This attention to detail is hugely important as we believe it ensures our designs are the most flattering available in the market.
– Thoughtful Fabric Sourcing: Being meticulous about selecting beautiful fabrics not only emphasizes the aesthetic appeal of our pieces; but also through our commitment to sourcing sustainable and recycled we are committed to reducing environmental impact through our ever increasing sustainable offering.
– Exclusivity in Design: The use of exclusively designed in-house prints, along with luxurious gold accents, adds not only elevated style and glamour but also importantly, uniqueness to our collection, distinguishing Naia Beach from other brands in the market.
Who are your main consumers?
Women like us! It’s incredibly heartening to hear about the positive impact Naia Beach has on women who wear our designs. Our target audience is most definitely women who resonate with the idea of feeling empowered, confident, and fabulous in their swim and resort wear. The fact that we have received such touching feedback from women who previously might not have felt comfortable showcasing themselves on social media (sending us photos in their swimwear!) speaks volumes about the transformation that our brand brings to their confidence.
By creating designs that cater to women during times when we are feeling our most vulnerable, half-dressed on the beach, we are not just offering swim and resort wear but also a sense of empowerment and assurance. We work tirelessly to ensure that this emotional connection and understanding of our consumers’ needs continue to influence our design process.
In what ways are you distributing?
We are in the very fortunate position to be distributing and achieving success in both B2B and B2C distribution channels. Our strong B2B model, supported by a loyal customer base and word-of-mouth marketing, speaks volumes about the quality and appeal of our brand within the industry.
Our success in B2C sales, with repeat orders and growing interest from new customers, is a testament to the strong relationship we have built with our retail partners and the appeal of our designs to end consumers. The popularity of our SS24 collection further solidifies our brand’s appeal and quality. Having a fantastic Global sales manager who supports our efforts adds another layer of strength to our B2C strategy, enhancing customer appeal and ensuring a smooth retail experience. Managing the wholesale side of the business is crucial for maintaining and expanding these partnerships. Our role in managing wholesale operations involves fostering relationships with existing retailers, acquiring new business, and ensuring a smooth distribution process. Our dedication to this aspect of the brand contributes significantly to Naia Beach’s continued success. (Global Sales Manager is Mel Wood).
What is your bestselling range?
We have many standout pieces in our collection so this is always a tricky one to narrow down! The Selene and Raquel swimsuits seem to encapsulate the essence of Naia Beach, offering a blend of style, support, glamour, and an impeccable fit. These swimsuits are loved by our customers for their ability to deliver on multiple fronts.
In the bikini range, the Ursula and Maia designs shine for different reasons. Ursula, with its beautiful sparkle fabrics and tailored support, appeals to those seeking both style and ample support. On the other hand, Maia strikes the perfect balance between a sexy silhouette and just the right amount of coverage, making it an appealing choice for those wanting minimal tan lines without compromising on comfort.
Having a range that caters to different body types underlines our commitment to inclusivity and ensuring that there’s something for every woman seeking swim and resort wear.
What changes/extensions have to you made for SS2024 and new designs?
Our SS2024 collection is a culmination of valuable feedback, careful curation, and a dedication to offering the same attention to detail we are gratefully becoming known for. We firmly believe that incorporating feedback from both customers and clients is key when it comes to refining and enhancing our collections. We feel we have curated a collection that not only incorporates beautiful designs, textures, and prints but also pays attention to how these elements complement each other, ensuring a cohesive and appealing range for our customers. The establishment of a strong core continuity range is pivotal, and serves as a foundation for the brand while also allowing for continuous innovation and the introduction of new ideas. We are always committed to launching fresh designs for both Spring/Summer and Cruise/Resort collections providing year-round swim and resort wear options for customers, ensuring they have stylish choices regardless of the season
How was the American experience of going to Miami Swim Show?
Attending the Miami Swim Show was an exhilarating experience for the whole team! Being a part of a leading international swimwear trade show provided invaluable opportunities to connect with diverse buyers and explore new markets. The platform the event offers for showcasing a UK brand on a global scale was incredibly rewarding and beneficial for expanding Naia Beach’s reach. Naia Beach was incredibly well received and attracted a lot of attention from buyers and press alike. Making a mark at such a globally renowned event speaks volumes about our quality, uniqueness, and readiness to expand, so we would just say keep an eye out for us in the US market!
What other markets do you have in your sights?
Expanding into multiple markets such as the UK, Europe, Middle East, and the Caribbean in a relatively short time are witness to our brands rapid growth and appeal across diverse regions. We would like to think our commitment to providing high-quality products and excellent service has undoubtedly contributed to this success.
Our ambition to continue widening access to the Naia Beach range aligns with our strategic approach. Maintaining high-quality standards and ensuring availability across different markets is crucial for sustaining the brand’s reputation and meeting the needs of our expanding customer base.
What are the challenges you face today in promoting/selling the brand?
We understand how vital it is to identify key strategies to navigate challenges while maintaining at all times the brand essence and customer-centric approach. Addressing the gap in the market with a focus on unique, high-quality swim and resort wear that caters to various body types we think is a strong foundation for success.
Maintaining a balance between innovation and consistency, especially in maintaining quality while scaling operations and expanding into new markets, is pivotal. Having the ability to flex and bend with the market and be creative and responsive is a strength that we have.
