Small Business

Bikini empire: ‘One Insta post, it sells out’

Zulu and Zephyr is a cult Aussie bikini brand who managed to harness the power of social media to appeal to a cool millennial demographic. Picture: Zulu and Zephyr/Instagram

IT WAS only five years ago that Sydney sisters Karla Rose and Candice Rose-O’Rourke were lugging a suitcase full of bikinis to and from luxury boutiques around the country, $20,000 in debt.

The founders of bikini label Zulu and Zephyr, which now turns over $5 million in annual revenue and is stocked by global retailers ASOS, Anthropologie and Revolve, have created a bikini empire.

Like many Australian fashion success stories, the duo started out selling their samples at the Bondi markets. They sold out of stock every weekend and started to curate their hugely popular Instagram account, now followed by more than 285,000 people.

“It was never our vision to stay at the markets. We were trying to get some cash behind us to begin selling wholesale,” Ms Rose-O’Rourke told

“I would travel around the …

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