How the founders of STAX went from debt to $ 30 million in revenue

What started out as a gym-stocked fitness supplement brand has grown into a multi-million dollar luxury sportswear empire selling affordable staples adored by high-profile celebrities.

Co-founder Don Robertson, from Perth, Australia, worked as a receptionist at a gym in 2012 where he sold the protein bars and ‘Muscle Stax’ products – but when the sports club went bankrupt he had it all. lost.

“We couldn’t get back to the gym and the stock was seized leaving me with $ 80,000 in debt,” the 32-year-old told Daily Mail Australia.

Despite the financial difficulties, STAX. launched in 2015 by Don and his partner Matilda Murray, 29, and generated over $ 30 million in the last fiscal year.

Since then, the company has grown in popularity, gaining the attention of celebrities including actress Jennifer Lopez, singer Rita Ora and singer Lizzo.

Affordable sportswear brand STAX. launched in 2015 from humble beginnings by Don Robertson (left) and Matilda Murray (right)

The company was originally a brand of fitness supplements called

The company was originally a brand of fitness supplements called “Muscle Stax” sold in the gym where Don worked, but when the club went bankrupt he lost “everything”.

STAX. was born out of Don’s mom’s spare bedroom where they packed orders for months before moving to Matilda’s dad and working from the living room.

For the first two years, Don was paralyzed with the fear of failure looming in the back of his mind, but he was determined to succeed.

“It was really tunnel vision and I had to find a way to make it work rather than focusing on the huge sum,” he said.

The couple took “every opportunity” to show off the brand in public spaces by working with local influencers, taking photos outdoors and selling stocks in local markets, all while working full time.

STAX was born out of the spare bedroom of Don's mother's house where they packed orders for months before moving to Matilda's father and working from the living room.

STAX was born out of the spare bedroom of Don’s mother’s house where they packed orders for months before moving to Matilda’s father and working from the living room.

The duo could not afford to hire professional models and donated the products to local influencers to share photos on social media.

“Word of mouth travels quickly in Perth and we have taken a modest approach of making one sale rather than selling an entire collection,” said Matilda.

Don, who designs the pieces, said Matilda joined the brand at the “perfect time” and adds a feminine touch to the business.

Seeking a new opportunity to further develop the brand, the duo moved to Sydney in February 2019 and started operating from their small rented apartment.

“We were a few kids from Perth who had no idea what we were doing and saw Sydney as a place where ‘everything happens’,” Matilda said with a laugh.

Seeking a new opportunity to further develop the brand, the duo moved to Sydney in February 2019 and started operating from their small rented apartment.

Seeking a new opportunity to further develop the brand, the duo moved to Sydney in February 2019 and started operating from their small rented apartment.

In the past two years, as the brand has grown to attract an international audience, it has moved to larger warehouses and offices four times.

“We wanted to work full time for as long as possible and in 2019 we were supported by Matilda’s salary,” Don said.

Mathilde worked from home in STAX. warehouse and would help Don prepare his orders during his lunch break.

“We were still having our best months so we ordered the last collection in bulk – but then Covid hit,” Don said.

The couple lost all communication with their supplier and the latest seamless premium version of collection two was lost at sea.

“We didn’t know when or if the stock would arrive,” Don said, Matilda added: “There was nothing we could do, we just had to hope and pray that it would arrive.”

In the past two years, as the brand has grown to attract an international audience, it has moved to larger warehouses and offices four times.

In the past two years, as the brand has grown to attract an international audience, it has moved to larger warehouses and offices four times.

The premium seamless version two line sent the brand viral online and included tights, crop tops and shorts.  Once launched, the collection sold out in 60 seconds

The premium seamless version two line sent the brand viral online and included tights, crop tops and shorts. Once launched, the collection sold out in 60 seconds

Eight weeks later, to their surprise, the cargo full of the new stock arrived on the Sydney shores, which became their “breakthrough” collection.

“Due to Covid, we couldn’t hire professionals, so Matilda modeled the new line and I took the photos,” Don said.

The premium seamless version two line sent the brand viral online and included tights, crop tops and shorts.

Once launched, the collection sold out in 60 seconds.

Due to “crazy demand”, the brand implemented a pre-sale model where customers could purchase products that were out of stock.

“People were willing to wait eight weeks to get their hands on the latest products,” said Matilda.

During the last 18 months STAX.  has experienced

During the last 18 months STAX. has experienced “huge” growth, attracting the attention of Hollywood celebrities in the United States

During the last 18 months STAX. has experienced “huge” growth, attracting the attention of Hollywood celebrities in the United States.

They now have over 40 employees to keep up with demand – a significant difference from the small team of four 12 months ago.

“Passion and core value have always been fashion driven – we offer luxury designer pieces at an affordable price,” said Don.

Luxury pieces are designed in-house and sizes range from four to 26, providing inclusion to a wide range of body types.

“Passion and core value have always been fashion driven – we offer luxury designer pieces at an affordable price,” Don said.

Earlier this month STAX.  On Friday November 12, they released their latest 'premium seamless version five' (PSV5) collection, which includes the 'lounge mini shorts' priced at $ 49.95 (pictured) - earning $ 350,000 in 20 minutes

In a previous presale, the brand won $ 200,000 before the official launch of the latest collection

Earlier this month STAX. On Friday November 12th, they released their latest collection “premium transparent version five” (PSV5) which includes the “mini lounge shorts” for $ 49.95 (pictured) – earning $ 350,000 in 20 minutes

Earlier this month STAX. On Friday, November 12, they released their latest “premium seamless version five” (PSV5) collection, which includes the “lounge mini shorts” for $ 49.95 – earning $ 350,000 in 20 minutes.

The shorts are available in six different colors – black, sage, blue, brown, beige and dark gray – and would be perfect for lounging around the house.

In a previous presale, the brand won $ 200,000 before the official launch of the latest collection.

“The pre-sale was not taken into account – no one was aware of it and was only available to VIPs and those watching the live stream from the track for our launch party last Friday night,” Matilda said.

“It was open for 25 minutes and totaled $ 200,000 – we took a chance as we had never done a surprise presale before, and it was very well received!”

Made from a blend of nylon and spandex, the shorts would be comfortable to wear all day while providing a flattering look.


Source link

Comments are closed.