621: We Bet $200K on Bras Before Making a Single Sale — Sold 400,000 in 2 Years | Nala - Total Greatness with Sam Barry | Interviewing World Class Guests in Health, Wealth & Spirituality Recap

Podcast: Total Greatness with Sam Barry | Interviewing World Class Guests in Health, Wealth & Spirituality

Published: 2026-01-08

Duration: 52 minutes

Guests: Chloe DeWinter, Phil DeWinter

Summary

Chloe and Phil de Winter invested $200,000 before making any sales with their lingerie brand, Nala. They quickly scaled, selling over 400,000 pieces in two years by identifying a market gap, leveraging guerrilla marketing, and achieving a 70% repeat purchase rate.

What Happened

Chloe and Phil de Winter launched the lingerie brand Nala with a bold strategy, investing $200,000 in their first product order before any sales were made. They identified a significant gap in the Australian intimates market and confirmed demand through just 250 survey responses. This initial research helped shape their product roadmap and led to the brand's rapid success.

Nala's marketing approach was innovative and daring. A guerrilla marketing stunt involving G-strings placed on car windshields in Bondi went viral, capturing widespread attention. They also engaged in a heavy influencer gifting campaign, which resulted in influencers buying additional products due to their genuine interest in the brand.

The business quickly expanded, selling over 400,000 pieces within two years and forming a national retail partnership with David Jones. Nala's wire-free bralette, available in 71 sizes and soon to be 75, became a standout product, selling out nine times. This high demand was supported by a 70% repeat purchase rate, allowing Nala to focus on customer loyalty for sustained growth.

Despite facing challenges with stock management and advertising, particularly when best sellers were out of stock, Nala maintained momentum by spending 30% of its revenue on marketing. This strategic spending paid off, as it helped drive the brand's massive growth.

Nala also addressed inclusivity and diversity in their product line. They developed the Everybody Collection, which includes gender-neutral products and briefs designed for trans women, in collaboration with the Equality Project. This commitment to inclusivity has been integral to their brand identity.

The DeWinters navigated platform restrictions when Nala was banned on TikTok and shadow-banned on Instagram. Their proactive approach to negotiating with these platforms led to the bans being overturned, allowing them to continue reaching their audience effectively.

Looking ahead, Nala plans to expand internationally and introduce new product lines, including sports bras and swimwear. The founders emphasize the importance of understanding personal sacrifices and the demands of entrepreneurship, sharing their own experiences with work-life balance challenges.

Key Insights

• Nala invested $200,000 in their first product order before making any sales, identifying a gap in the Australian intimates market with just 250 survey responses, which guided their product development and rapid success.
• The brand's guerrilla marketing strategy included a stunt with G-strings on car windshields in Bondi, which went viral, and a successful influencer gifting campaign that led to influencers purchasing additional products.
• Nala's wire-free bralette, available in 71 sizes and soon expanding to 75, became a best-seller with a 70% repeat purchase rate, selling out nine times and driving customer loyalty.
• Nala addressed inclusivity with the Everybody Collection, featuring gender-neutral products and briefs for trans women, developed in collaboration with the Equality Project, reinforcing their commitment to diversity.