Nearly twenty years ago, Heidi Gosman and Penny Klein took the plunge in launching an upmarket stylish swimwear brand. Having discovered first-hand that swimwear was hard to purchase out of season, they decided to create their own range, Heidi Klein.
Since then through years of sheer hard work, determination, and with great eyes for detail and understanding of what women want, the Heidi Klein brand is now recognised as one of the most desirable brands for women in swimwear and beachwear glamour.
Here, our editor, Verity Craig, asks the ladies what the secret to their success was and how they managed the work-life balance with a young family at home while developing their successful brand.
You founded the hugely successful brand, Heidi Klein, in 2002. Please tell us about that lightbulb moment?
Penny: We recognised it was very difficult to find elegant swim and holiday wear all year round, even though more and more people were going away for winter sun. We decided to create our own retail store that stocked holiday wear all year long, our customers loved it, but they were always looking for something extra. Our customers inspired us to create our own collection that delivered their needs, we wanted to truly offer luxury swimwear that was perfect for the Heidi Klein customer.
Heidi: We noticed a gap in the market, there was such a struggle to find a holiday wardrobe outside of typical summer months. We decided to reinvent swimwear shopping, making it easier, fun and more glamorous. Working on the shop floor after opening we would have comments from our customers saying ‘I’ve got a taller body, do you have a longer one-piece?’ or ‘I’ve got big boobs, do you have this in a halterneck?’ This was my lightbulb moment. It inspired us to not only change the shopping experience, but to change the product too to create our Heidi Klein collection.
Tell us about your backgrounds before that moment?
Penny: Before launching our brand, Heidi and I worked together in a retail consultancy.
Heidi: I was heavily influenced by my Mum, she was an interior designer. I always loved helping her choose fabrics and prints! She really inspired me to be creative and to be passionate about what I love. I also studied business before working for a retail consultancy firm, where I met Penny. We’ve been as thick as thieves ever since.
“Our customers inspired us to create our own collection that delivered their needs… luxury swimwear that was perfect for the Heidi Klein customer.”
Was Heidi Klein an instant triumph or did it grow organically into the success it is today?
Penny: I wouldn’t say it has been an instant triumph, but we were delighted with the initial response and it has been 19 years of hard work to get where we are now. The brand really has grown as we now sell in over 150 stores worldwide, this is not something that happened overnight. We are so proud of the brand and where we are now. We wouldn’t have been able to do it without such a wonderful team to work with, this has been such a key element to our growth as a brand.
Heidi: It wasn’t an instant success; through lots of hard work and passion for our brand, we have got to where we are today. We have learnt to listen to our customers, to really know what they want from their swimwear, which has led to our triumph. Within 2 years of launching, our first line stockists begun to contact us; first from Barneys in NYC and then other majors followed. We are so delighted to have made it this far and be stocked by great, well-known retailers.
What would you say was the biggest lesson for you in the early days of launching your brand?
Penny: My biggest lesson from day 1 would be to research into the business and build an amazing team around you.
Heidi: I would probably say that since launching Heidi Klein, I have learnt to trust myself and the process and not to take myself too seriously.
It is said that we can learn a lot from our failures. Did you suffer any pitfalls that you now look back upon as good lessons?
Penny: work and home life is always difficult, but over the years it has got easier.
Heidi: Like Penny, I have struggled to find a work-life balance, with so many commitments and pressures it was hard to find a balance. I’ve learnt to take the necessary time to unwind. However, all of the stress is worth it in the end. I love seeing my vision become a reality with seeing the finished samples come in, it’s such an exciting time.
You must feel immensely proud of your brands’ success. Was there a pivotal moment when you realised ‘we’ve made it!’
Penny: Every day I can’t believe how far Heidi and I have come creating our luxury brand. But for me, I would have to say having celebrities such as Jennifer Aniston, Sienna Miller and Kate Moss wearing our pieces has made us very proud.
Heidi: I constantly have “pinch me” moments, but I will never forget the day we opened our first store on Westbourne Grove 19 years ago. We felt so much pride and relief that our opening was a success. All of our hard work that we put into building our brand finally paid off. Through this hard work and passion, Heidi Klein is still continuing to grow.
What do you think has made your brand of premium swimwear and beachwear so successful in today’s world of fashion-conscious women?
Penny: At Heidi Klein, we have a huge focus on fit, comfort and style. We fit our products 7 times to ensure the perfect fit and shape. Our pieces suit the consumer’s needs. I think that is why we do so well.
“Having celebrities such as Jennifer Aniston, Sienna Miller and Kate Moss wearing our pieces has made us very proud,”
Heidi: I think our brand has become so successful because we have a huge focus on responsible business practices. The fashion-conscious consumer is changing and wants to see more sustainable fashion and is prepared to walk away from brands that do not demonstrate good corporate citizenship. We are committed to addressing the fashion industry’s harmful impact on the environment and people, and we focus on using ethically sourced and environmentally friendly materials to create luxury slow fashion pieces that stand the test of time. Today we do not say we are perfect, but every action has a positive impact and by 2023 we aim to significantly increase our use of organic, reused and recycled materials and packaging in order to reduce our carbon foot print. It really is great to see so many brands pushing towards a more sustainable future. We are really passionate about this and hope to continue our mission to take a step closer to making the fashion industry a force for good.
As parents of young children when your hugely successful brand was growing, it must have been challenging at times. How did you both manage to juggle your work and family life?
Penny: It has been difficult over the years, juggling the work-life balance. Between Heidi and I, we have 5 children. However, I think we have finally got our balance. It is so handy having a business partner like Heidi working with me. We are always here for each other for support. Our families are also such a huge help and have also been there for us throughout our journey.
Heidi: It’s all about having a balance. I always make sure I spend lots of quality time with my children, which means not looking at my phone or computer. I always give them my full attention.
“We are committed to addressing the fashion industry’s harmful impact on the environment and people,”
What advice would you give to anyone considering starting a new business?
Penny: I would say to trust yourself. Your gut is usually right, so trust your instincts and learn as much about the industry as you can. Worry about the things you can do something about, and not about the things you can’t.
Heidi: Research, research, research. Take time, in the beginning, to learn as much about the business side, know exactly who your market and customer is. This is crucial to be successful in fashion.
Heidi Klein is currently stocked in over 150 outlets. Do you have further plans to expand the brand?
Penny: I am very excited for the brand’s future, focusing on responsible business practices and partnering with innovative market leading retailers, as well as looking to expand our wholesale and e-commerce businesses internationally .
Heidi: We are really looking forward to hopefully expanding our brand and stocking in more outlets worldwide. However, I am really looking forward to simply continuing to do what I love by delivering elegant swimwear to our beautiful customers and spending lots of quality time with my children and husband.
And finally, what advice would you give to someone when choosing a Heidi Klein bikini or swimsuit?
Penny: Just make sure when choosing swimwear that you feel comfortable and stylish, so you can forget about it and enjoy your holiday. Also, make sure that it will last you a long time and choose a signature colour or print such as a classic black or stylish nautical print. Simplicity doesn’t go out of fashion.
Heidi: Make sure you are in the right environment to be trying on swimwear; somewhere that has good lighting and where you feel relaxed. When trying on swimwear, make sure it makes you feel confident and most importantly comfortable! If you feel great, you will look great!
Stores can be found on the Heidi Klein website where purchases can also be made: www.heidiklein.com