​​The Price of Success: Erin Deering Reflects on Building a $200M Swimwear Business, Triangl, and the Personal Costs to her Mental Health (Part 1)

Female Startup Club

This is Erin Deering for Female Startup Club

Hi, it’s Doone here - your host and hype girl - if you’re new here: welcome to the Female Startup Club podcast - where we interview some of the world’s most successful founders in business. We chat with entrepreneurs - who happen to be women - about all things money, marketing and mistakes - and dive deep into the blueprint that got them to where they are today.

Today we’re chatting with Erin Deering who is the founder of a cult swimwear brand you probably recognise, called Triangl. It’s one of those stories that has so many highs - it gained instant cult status within it’s first year of business, it was all over our feeds, it grew to a $200m valuation and from the outside - everything looked amazing. But on the flip side, Erin wasn’t living her best life and she was struggling. In this episode she shares the story of her highs but also of the lows and what it took to exit the business and follow her instincts. It’s rare to hear founders go so deep into the lows and this is one of those episodes we can all learn a lot from so I hope you love it as much as I did.

I particularly love diving into Erin's approach to influencer marketing right back in the early days of building Triangl, all with gifting making up the entirety of their marketing budget. The idea is that your product is still the hero, but this marketing strategy put trust into your new brand. That's the key point there, build trust. When you apply that logic with your marketing strategy, building trust with them instead of getting sales, it will shift who you target and who you reach out to. That logic is still applicable in 2023.

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LINKS WE MENTION:

Erin Deering's Instagram

Erin Deering Website

The Lean Startup Book

The Mentor Podcast

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