Dressing skills

Australia refuses $ 150 million Australian brand: Sean Ashby, aussieBum

In the episode of “My Business Podcasts”, Sean revealed the scale of the denial he faced, and how he would use such a refusal as a motive for success.

Adjust his mind, dare to take risks, the “Australian spirit” into his product, making the Australian BMW brand to master and flourish.

In the podcast, Sean said:

1.His journey from $ 30,000 at his table to the $ 150 million global empire

2.How openly honest has helped to ensure the possibility of business opportunities

3.He used to build a huge social follower’s cheeky marketing skills

4.Why he thanked the counterfeiters to help him develop his career

And plenty more!

Complete transcripts

Adam Zuchetti: Welcome to my business podcast. Thank you very much for your adjustment here Adam Zuchetti and my regular co-chair Andy, though infected with the flu, but is not it?

Andy Scott: Oh, I have a cold again, it’s not the first time we talked about this. So obviously did not take my vitamins, companions. There is not enough sun this is obviously what the problem is. For today’s guests, this is a weak link, but –

Adam Zuchetti: It’s a fun segue, yeah.

Andy Scott: He started his business in Drummoyne’s restaurant in 2001. Since then, he has established a global brand, sales all over the world, turnover of about 20 million US dollars. I think the really interesting part of the sales is only 15% from Australia. But enough for my ass, companion. Introduce today’s guests.

Adam Zuchetti: Many people will really be familiar with this brand, I know that I am one of them. So we’ve created Sean Ashby of aussieBum. Sean, thank you very much for joining us today in the studio.

Sean Ashby: Thank you for inviting me.

Adam Zuchetti: This is a very iconic brand. You can give us a really simple overview of how it happened. Because you have a really related one of the stories, starting from the table, and then growing into what is now world famous.

Sean Ashby: I feel like anybody who has his own thing. They are working for someone else while I am working on the company’s work and marketing and moving my way from the company ladder to the top when i reach the top I realize that it’s not just about what i like it’s about politics and Everything else. It was not me so I finally thought on the beach, i would change life and i would be a personal coach and all these things. Then I realized that this was not what I wanted to do and I wanted to do marketing. But at this stage, I have been engaged in the industry, technology has been developed, in fact, was underestimated … can not find a job, or I was overtaken in other industries.

At that time I used to wear a certain swimsuit, one day to the store, can not afford to buy. Very disappointed. It is not so hard to decide that I will do it myself. So that’s what I did. Then i put it over to the friend and then from there i wanna hang up if you can not buy it at the store and i will go to the retail store to sell it. At this point, the retailer says who you are, who buys this, nobody buys this and goes away. And I did, I went home, built a website myself, went to a bookstore, bought an e-commerce software solution, and then began selling directly to the consumer, the customer.

Starting today, you are talking about more than $ 150 million in sales and a truly global business.

Andy Scott: When you say “this”, you said the specific product is …

Sean Ashby: swimsuit.

Andy Scott: But a particular type of …

Sean Ashby: Yes, yes.

Andy Scott: What is your first line, what is it?

Sean Ashby: This is Speedo once produced nylon style swimsuit. This is very iconic for the Australian background. When they go to the beach, everyone wears this. But that time in 2001 or so, Lycra came in or spandex came in, frankly, for women may look great, but I think the man looks ridiculous. So I want to keep the culture. Rather than obeying everyone else’s dress, I insist on using the classic.

Andy Scott: You explicitly mention your background is marketing, you are in the business world, you do not like what you are doing, and you are forced to do something else. I am interested to know that it is the gap you see in the market, that is where there is the idea of ​​business, or you find the passion, what is driving business?

Sean Ashby: Good question. At a friend on the beach of Michael, we were both unemployed. I saved a family loan and bought a home – it was a great Australian dream. So I have about $ 30,000 in the bank. But because I did not work, I could not afford to buy a home. In addition, I can not find a job. So I’m like … I have a little chips on my shoulders, no one will give me a job, God is dead, life is … how dare they dare? At that time that time, I still think, how can I not find the wedding dress I used to wear. I put one by one together and did two.

So I used the money that did not use it. I remember my comment on Michael: “If I want to take my life as my life, then I will do it in my way, not let it get out of it.” Took the first step, that was the most terrible step. I should say that I really walked a wonderful year, “God is dead, that’s what I am doing.

Adam Zuchetti: It’s a very common thing that you say, but really make you have the final push, “yes, i’m doing this” and promised to do this?

Sean Ashby: Honestly, every week I’ll catch my partner at the bar. Everyone wants to talk about what they are doing and what’s happening in your life. So everyone is up. I have done this, or now work really hard. They got me, just like, “how about you, how about this, what about this idea? And because I’ve found it for a long time and only work like that, so I realized I had to jump because if i was not just To be a man, all the people will speak.I have been a man of action, so it is … have my own motivation and my self value because it is my self-worth, my pride because once I was very successful, I thought that came back that time I was ready to fight for this.

Andy Scott (Andy Scott): When you just started, we just talk, you will get your product, you will go to the brick and mortar. You hit the retailer at the door and stored my product. You almost hit the door by your door. What do you think about what you have made to change your business?

Sean Ashby: You are asking really good questions, because I can even see an example like me intuitively, “so the end of the story.” This is … I will fly to Melbourne, rent a car, rent a car, to travel along the Great Ocean Road. Because there are these surfing shops, they will buy my products, all my swimsuit. So I got into the car, I have started knocking on the door. I went to this one major retailer and talked to the salesman, and he said, “Let me put all the staff together.” There are more than a dozen staff. He said, “Okay, now it’s up.”

So I am selling a shorts in the surf clothing store, here I am with the nylon Speedos, I am talking to them about this quality. Quick to dry, you can run, that’s great. At first they were all smiling. I thought it was not killing it. But few people realize that they are angry because they oppose the opposition they represent. I tried to sell the last thing on the earth they wanted. When I realized that the manager was doing things for his own entertainment and the entertainment of the staff, he walked out of the door and I thought, “I will prove that they are wrong.

The second example is a large department store. They also have … “Yes, it sounds funny and funny.” And I called them, always the buyer did not. Like “Oh no, he was in a meeting”. Or “no, no, no”. I was thinking he was meeting. Week passed, and finally I called, but I did not say it was me. He said: “Look, you did not get the point of the meeting, why I did not talk to you, do not sell it, it was an absurd idea, just stop worrying me. It is the two things that let me go,” the game Friends, games “.

Adam Zuchetti: How did you come to the first big bite of the cherry, the first came to the ship and said, “Yes, actually we want to buy your product”

Sean Ashby: Oh, I remember now that the Selfridges department store. It was about two o’clock in the morning, the phone rang. Probably sold for about 12 months, but sold directly to people.

Adam Zuchetti: This is the British Selford Ridge?

Sean Ashby: London. this is…

Adam Zuchetti: Big.

 

Sean Ashby: This is the world department store. This is copied or inspired by all other department stores. So I picked up the phone, “hello, and another man, I can not do the English accent … he goes,” Oh, it’s from David of Sylvesbury. I do not even know who Selfridges is. “Oh, yes, yes, do you know what time? He goes,” look, I want to buy your swimsuit, great. At that time, Kylie Minogue video clips have been out, and our swimsuit is released there. David said, “Can you give me me?” I’m like, “of course, who are you? He’s gone,” I’m David Walker, the men of Selford Ridge. “I rarely know that this man is God, then I talk to God. I like,” I am going to do in the morning, David, what is your address? He goes, “you can find, you know, just …” “Just give me” – Oxford Street and all of this. Until the next day, I saw you on the Internet this building, like the palace Buckingham Palace. I literally just gobsmacked. My chin hit the ground

Adam Zuchetti: You must have thought you were dreaming

Sean Ashby: Yes. Then the most interesting one is so, so I have sent it over, there are about 20 pieces I have made the past, and I have never been to London. Go to London I do not want to go there really, because it is winter, I see on television are gloomy. The customs guy said, “What are you doing here? I’m already playing, boy.” I am selling my swimsuit here, I already have all the barbs. “He goes,” who are you selling? ” “” I do not know, but someone, you know, David. “So who is David? So in any case, it makes me very excited and motivated. So I went into the Selford Ridge, met … no, first gone, looking at my product, I was unhappy because My product is on a wire stand.I am looking at someone else, Calvin Klein and all the big brands.You get all this wall space and all these other things that i just got this little rack This is not good enough.

I went into the meeting and I did not know that David would not go to attend these meetings … so David came in, “Sean, nice to see you, how do you feel like?” I’m not happy, everybody happy. “He said,” What do you mean, you are selling in Selford, which is a great success. “I said,” yes, but how do you see how to be sold? I am very proud of what I am selling. No one ever, did not stand up, but nobody had such a performance. I am doing very much in Australia because I see myself as much as David. Anyone who talks to me will treat them equal. I did not realize that I should bow first and talk.

It is really in their hearts to find a place. That’s why we’ve been there for over ten years. Then when you look at other big brands and take Von as an example. They lasted for 12 months. This is only because I guess, the spirit of Australia with me in the personality, but I have sold the enthusiasm into the decision makers.

 

Adam Zuchetti: aussieBum, even the name, I mean the whole culture behind the brand is very the people of the Australian beach.

Sean Ashby: Yes

Adam Zuchetti: This kind of experience really led to the brand building along this route, or you already have this brand, it’s already there, they just happened to know that this is more validated?

Sean Ashby: Yeah, it’s so great for Australians because I am an Australian and I am a beach burner. The way I sell the brand from the beginning is exactly what I see and want the brand, and I want to be, because of the lack of better performance, I change myself. So it was impossible for me. But I want to create this “look at this perfect person and his perfect way of life”. What I like is to turn myself and all the other cameras back, because we want to show the smoke and the mirror, and then go, “This is really our.” People also like this. So when David saw the brand, they tracked them online, so they saw the video behind the scenes, and they saw everything we had encountered in the past, and that was what they were in love with.

When dealing with the big end of the city and acting in the traditional way of the Australian Kath & Kim, I can say a lot of interesting stories. But that also gives us a lot of places and reputation for these major companies.

Adam Zuchetti: Interestingly, the whole background, you really cut the identity of the Australians. You said before we are over, although after the success of overseas, you really succeed in Australia.

Sean Ashby: Yes.

Adam Zuchetti: This is a very interesting juxtaposition.

Sean Ashby: I think the most common thing that Australians say to me in the early days of online sales is: “You must be very disappointed that you will not sell it at David Jones. Not on Sydney’s Pitt Street, but on the Internet. “At this stage, e-commerce is rising overseas, but until Kylie Minogue and her video in Spain, as well as Selford and Harvey Nichols (Harvey Nichols) and Kazakhstan I think that Australians are actually looking overseas and not happening here, and because many brands are attracted by the global brand, so we are actually the name of the name of the name of the name of the name, But when the Australian brand in the overseas success of the time, Australia to accept the brand for their own brand, as now our brand, is considered a symbol of the brand is also considered valuable, but also to the United States, So there is a commodity.

Adam Zuchetti: Do you really go overseas?

Sean Ashby: No, everything is online, so for me, and I did not have the money nor the luxury. So I’m selling something in Australia, but I do not realize that the world is so love of Australia, they just want one piece. That work, when they watch the video or read the image, that piece is that I can see this swimsuit. I can wear it on the beach of Brighton, such as London or Germany. I think the brand itself is such a growth.

Andy Scott: Interestingly you mentioned people’s image overseas. Obviously, as a person who immigrated from the UK 17 years ago, I am also very aware of the image of Australia. I know Foster’s beer is the reason why everyone in Australia is drinking because Hoggs sells you, you know what’s going on. You have not found … what time to realize that this is selling something overseas, that might be what you should … I thought –

Sean Ashby: Yes. This is a good question. When people are talking about where we shoot, I realize that. There are facts about never before, it has always been their dream. I think today’s business is hard to call these benefits. Because at that time the international travel has just begun, so people in the body or to go somewhere displaced. For a brand like us, this is a connection. Today, however, most people have been to the rest of the world. Australia is still a dream for many people because it is far away. That’s what I think is built on fantasy.

For a brand like us, it is a combination of iconic men and … Because we are known for our success in sports, and our way of life is by the sea. So it all go hand in hand.

Andy Scott: Did you find something so successful overseas work, bring it back to the Australian market, there might not stand out, this is a problem, you have to change your market, perhaps the Australian bank country?

Sean Ashby: It’s funny. Because of my brand’s way of selling, when we think of globalization, in different countries, people are different for different marketing methods called different tolerances. Australia is very conservative. Now I am very rich and colorful, we sell swimsuit, selling underwear, so very thick no, sexy. And because this is the male form of selling the product. Now in Australia, we are not used to. So when they start to taste my marketing and brand, it is automatically “Oh, you know that it’s just a little bit … no, no no no no.”

Interestingly, we have billboards in England, Germany and L.A., nothing happens. In Australia, we do not even allow these images together, because they think people will find it is offensive, I feel ridiculous. Today has been mature for some time, we already have a bus sport, such as running, there is a man wearing a pair of underwear, he is very beautiful. The Australians are warming. So I think if there is anything back to the Australian talent is not prepared, here is an international brand, here is how to market. It is uniquely listed. So we do not look like bonds, we do not look like Calvin Klein. This is what I think is causing concern. At the same time, the concern about this is the fact that the Bank of Australia, it has been cheeky, it is always there. Its origin is very proud, not because different people have different values ​​and change.

Adam Zuchetti: I am interested in asking you what else you say is empty talk. You say retail with global summer. It is now clear that she is in the same season as the United States, the United Kingdom and other major markets, especially in Australia. How to really affect the design process, production processes, business processes?

Sean Ashby: One of the cool things is that we are still making all swimsuit and underwear in Australia. Now I will be Australia as the beginning of the summer world. So that’s where all the new ideas are first released, and all the risks. Because we manufacture locally, which means I do not need to predict and reduce the number of large, because if I’m doing great, I will be more conservative design, in order to avoid the risk. But when I played very well, Bam went back to manufacturing directly, and when I was walking, I was picking up sales.

With the passage of time, the summer has passed, we entered the summer of North America, at that stage, I have matured the design range, I also received in the spring series overseas emerging new trends. Again, i can add to that fold. When we hit big mothers like Britain, Germany, France, all the guns are hot, we know what is valid, what exactly are we cutting, and what color will be successful.

Andy Scott: You mentioned the risks there, obviously when the business generally began, they will lose less, so they are prepared to take more risks. As the size of the business grows, they become increasingly risky. Do you think –

Sean Ashby: Oh, no I do not.

Andy Scott: It will be my problem. Do you think it is important that an organization is always risking the risk of success? Maybe not the whole business, but in a place they can take risks?

Sean Ashby: Yes. Look, if I do not take the risk every week, my business will not be here today. It is due to innovation. This is an important part of the growth business. If there is no innovation, then in today’s world you have no business. There is a competitive side, if you follow the package, then … sometimes you can be very quiet and very successful to do this; but you still have to bear the same risk to grow. Those risks … on the one hand, there is little education, but in fact it is often the place where the failure occurs, because you will be afraid of what you want to do because you think of all the things that might happen. And in the last few days you do not know any one, so the risk you are taking is just seeing it is normal.

I actually tried because of the lack of a better word, naive. When I take risks, I will take into account the financial impact, but I have done a budget for this. I am happy to fail. And actually motivated me to fail. But no failure is complacent kick.

Adam Zuchetti: That’s financial risk. But once you are clearly passionate about your business, what you have done, you have built up the brand and reputation, the reputation can take on your own life, and may be more valuable than the big financial costs. So how do you really do it, and by trying new things to stop the risk of damaging your brand?

Sean Ashby: I think the biggest risk my company is facing is the day I woke up and I do not want to go to work. Having said that, this is when i do not have any relationship when i have no relationship when i am … my passion is burned out. I hope that I can give the batons to others, but this may be a greater risk. Because if you want to enter a level of complacency or a “it is necessary to be level”, it’s bread and butter, “I think it’s your business that will mature while we are talking … these are 16 years old Most fashion brands will not last so long, because we have been remodeling ourselves, but I have never received what we have done, and this comes back to his early self-esteem and really sees it as The driver is not afraid.

Andy Scott (Andy Scott): I am interested in people who are clearly involved in the organization, you will talk to him. Do you think there are more people willing to buy your vision, or do you think there are more people who will challenge you and your vision?

Sean Ashby: Yes. Look, when I see someone having a natural gift, whether it is creative or in business, I am the best they do not know. Because for me, to be able to cooperate with someone, watching them grow and develop is satisfactory. In the early stages of very, very hard. Most people do not like me, completely stopped, because I am very brave, very blunt, very driven. I also have high expectations for them. And they did not. However, watching them succeed is what motivates me, driven me, because I am competitive, so like “I have to stay ahead of this step, this person is a bit too good.”

I think there is a culture of pride or passion, but also by looking at what we are doing to drive, we are in the global arena, we have a very large community has a great voice of the brand. We can influence that. And I think it’s very important. This is very important for many of today’s people. Having said that, there are a lot of people who have started business, it is surprising that people say to me: “You are not very upset, they have started this business.” I like, “No, I am very proud, I am Pride, very excited, believe they can. “They can, and they do well. For me, work done well.

I have recently had a business dinner with NAB, we are talking about entrepreneurs and people who go out to work, you will lose good talent. I said, you know that this person is at work, it is time to review, we sit down, how to go, all this all. He said to me, “Sean, I decided to start my own brand, or I wanted to create something, but I wanted to sell it through the Australian bank.” I seem to be, “How are you? My first reaction However, then I thought of one, curious about you, but why not? Why not? Because I will keep a stunning man, and will grow my business, but I also have the opportunity for My career seeded seed, the next big event.

And I think business is changing. You have these bigger organizations to bring entrepreneurs to create their own ideas. Nothing to stop me from doing the same thing, but in my company.

Adam Zuchetti: For you and your business, whether it is in the product structure, or for people, this innovative element, is how do you deal with such a cheap stepping stone? If you keep remodeling yourself, you are basically keeping the lead …

Sean Ashby: Great … I would like to thank the counterfeiters for developing Taiwan and thanks for the good places in China. I did not spend a penny there. Because of poor quality, those who have bought it or have seen my site to buy products, they come to me, because I will pay the highest dollar to get the product, because they just like the brand. People say, “Why do not you take care of them and all the factories?” You close a factory and another factory will be open. The trick is to stay ahead, and every week we have new products, and every week we have a new activity. No manufacturer can keep up with what we are doing. This is a how to manage.

Ultimately, these poor quality manufacturers are also lost, and because of our core products continue to change, making it difficult to use. If so, the big end of the town is basically taking our design and putting it in their retail store. I initially took a very big compliment. I even … have a brand, big international brand, copy some stich-for-stich. I remember seeing in the store, I was very excited, I had to take pictures with me. “Look at this, we have done, we have done.” Today, this is only part of the business, once you feel comfortable, it is not so terrible.

Adam Zuchetti: Okay you have a fascinating story, I think there are more things to discuss, but we’ve run out, are not you, Andy?

Andy Scott: It seems like that.

Adam Zuchetti: yes, sad but real Sean, thank you very much for coming and talking to us. What is your site

Sean Ashby: aussieBum.com.

Adam Zuchetti: aussieBum.com. So if someone wants to see your products and things …

Sean Ashby: Yes, we are selling now, with a 50% discount in the last 72 hours.

Andy Scott: There are salespeople.

Adam Zuchetti: I think I know where I am. If you have other questions, you can always give them to us. Editor@mybusiness.com.au, we can put their way. We will also get some stories on Sean’s many things. This is the site mybusiness.com.au. In the next week to adjust again when we have other people in the studio. Thanks for tuning in. Bye for now.

Andy Scott: See you guys.

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