Kulani Kinis: How psychologist Danielle Atkins turned bikini entrepreneur

Danielle Atkins started Kulani Kinis after burning out working as a psychologist. Photo: Supplied

Hawaiian beaches are a far cry from the hospital hallways of Sydney, but it's where psychologist Danielle Atkins escaped her intense workload every year.

Dealing with an ever-increasing number of mental health patients in crisis was a rewarding, but taxing, career for Atkins. After eight years, she felt it starting to take its toll and began looking for alternatives.

"Being at that pointy end, the acute side of that crisis work for that length of time, without having a long period of time off certainly led to almost feeling burnt out," she says.

The lightbulb moment

The lightbulb moment hit when Atkins, 29, purchased a bikini online to take on her annual trip to Hawaii.

"It was almost $100 for this one triangle top," she says.

"I thought surely this could be done at a lower cost."

Like many savvy entrepreneurs before her, Atkins wanted to do it cheaper, better and in her own way.

The Sydneysider wasted little time in getting the ball rolling. She immediately sought out manufacturers in China and began designing her own prints – all while holding down her full-time job. Life and business partner Alex Babich, 29, also maintained his full-time job while helping with everything from the finances to packing orders.

Kulani Kinis was off and running by February last year and just 12 months later, their two-pieces have earned the company a turnover of $200,000.

"I had $100,000 in mind for the first year, but that was just dreaming," Atkins says.

"So when we did $200,000 we were really excited."

Putting her psychology background to work

Atkins put psychology on hold and quit her job at NSW Health to run the fledgling company. But she says her qualifications are not  wasted in the bikini business.

"Being a psychologist you have to be authentic, genuinely care and have a lot of empathy," Atkins says.

"I think that transfers to working with customers – being available, attentive and helpful and I'm grateful for that background."

Marketing is where Atkins says her psychology background has been an even bigger advantage. Cultivating her brand to represent all things escapism has attracted more than 45,000 Instagram followers.

"It's to match up with that feeling of being on holidays, in the sun," she says.

"People tell us when they have a down day they look at our feed and it does brighten their day."

The power of selfies

Going up against the might of swimwear giants Seafolly and Roxy, as well as celebrity-backed brands such as Tigerlily by Jodhi Meares and Cozi by Jennifer Hawkins is no mean feat. Startups depend on the buzz generated from social media – particularly Instagram – to generate sales.

Paul Greenberg, director of the National Online Retailers Association, says the power of social media gives a huge leg up to startups – even to those in a crowded space such as women's swimwear.

"The viral model of social media provides turbo charged growth opportunity for edgy brands like Kulani Kinis," he says.

"And those Instagram followers will grow exponentially if the brand position hits the sweet spot."

Bikini brands are among the businesses making the most from today's culture of selfies and social media. Australian swimwear brand Triangl has a whopping 2.9 million followers, including famous faces Kendall and Kylie Jenner and singers Miley Cyrus and Beyonce – names that represent a windfall for any fashion startup.

The global swimwear market is worth an estimated $US17.6 billion ($23 billion)*, according to Global Industry Analysts. Australia's slice of the action is difficult to pinpoint, but data from research firm IBISWorld reveals fitness and athletic clothing has an annual revenue of $1.9 billion.

Kulani Kinis managed to find a foothold in the US market after Atkins and Babich attended US swimwear trade shows last year. The pair, based in California, say buyers were immediately attracted to their Aussie accents. The brand's bikinis are now stocked at Honolua Surf in Hawaii and Diane's Beachwear on the east coast. 

Cracking the US market is arguably easier for Aussie swimwear brands than other fashion businesses, says Kiri Delly, from the Royal Melbourne Institute of Technology's school of fashion and textiles.

"There's a natural connection between swimwear and the Australian culture and lifestyle," she says.

"Australian swimwear is something that naturally comes to mind. There's so many ways and designs that people can wear, it works well with startups."

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*An earlier version of this story incorrectly valued the global swimwear market at $US17.6 million rather than billion.