Selling 600,000 Units in One Year with NAT’V Basics’ Sandy Ronalds

This is Sandy Ronalds for Female Startup Club.

Sandy launched her biz in 2019 and in the last year alone sold 600,000 units from a few simple strategies. This story speaks to the power of spotting a clear gap in the market, proving out the concept, and going for it.

In this episode, Sandy shares her blueprint for making your business make business sense. In the dreaming phase, determine your why and know what your purpose is going to be for the brand through building brand pillars (these pillars have nothing to do with the end product but are about why you are joining us rather than another brand). In the building phase, consistently communicate the dreaming phase; it’s one thing knowing something yourself, and it’s another when it clearly comes across (pumping socials with the why’s and the purpose of the brand so you attract those who naturally align with your brand). In the day-to-day, Sandy still runs the nat’v basics IG intimately; she gets to know you and you get to know the real essence of the brand. It's key to remember here that your why doesn't have to be grandiose. It can be as simple as brightening someone's day, making them feel confident, or offering a sustainable solution.

Let’s get into today’s episode, this is Sandy for Female Startup Club.

When Sandy Rolands, the founder of NAT'V Basics, launched her business in 2019, she wasn't following a typical path. She didn’t come from the fashion industry, nor did she have a background in manufacturing. But by leaning into her passion, staying flexible, and understanding what her customers wanted, Sandy managed to sell an impressive 600,000 units in just one year. Here’s how she did it and what other entrepreneurs can learn from her journey.

The Birth of an Idea

Sandy’s lightbulb moment happened back in 2017 while she was scrolling online for sustainable underwear options. As a director at another company at the time, she was shocked by how few brands offered transparency about their environmental impact. That’s when she saw the gap in the market and decided to take the leap, setting her sights on a more eco-conscious approach to underwear.

But starting from scratch in a brand-new industry wasn’t a walk in the park. It took Sandy two years of preparation before she felt ready to launch. She dove headfirst into researching certifications, manufacturing requirements, and ethical standards. It was a daunting process—one that involved navigating new territory, speaking to manufacturers worldwide, and even hiring an interpreter to ensure communication was spot on.

Starting Lean and Scaling Gradually

Sandy’s first investment in NAT'V Basics came from her own savings—just $20,000 to get things rolling. The early days were scrappy. Think: designing the brand logo with a freelance graphic designer, setting up a Shopify store for $19/month, and working out of her parents’ spare room, which doubled as her “warehouse.” She managed every aspect herself, from sourcing to packing orders.

When asked about paying herself a salary, Sandy shares that it took three full years before she took a paycheck. Her priority was reinvesting in the business and hiring the right people to help NAT'V Basics grow. At first, she focused solely on building up revenue and expanding her team to keep up with demand.

The Launch Plan: Building Hype and Creating Demand

Two months before launching in 2019, Sandy kick-started a pre-launch campaign that focused on building excitement around the brand's mission. NAT'V Basics went live with just three products in a couple of colors, but the hype was already brewing. The brand’s social media channels were buzzing with posts about NAT'V Basics’ values, sustainable practices, and the ‘why’ behind the business. As Sandy puts it, “People don’t just buy what you do; they buy why you do it.”

By the time launch day came around, they already had a growing database of potential customers, thanks to email list-building efforts and social media promotions. A strategic discount for early subscribers created a successful launch day buzz, and the sales rolled in.

Leveraging Influencer Marketing

An essential part of NAT'V Basics' strategy was influencer marketing. Sandy carefully selected influencers whose values aligned with her brand. She collaborated with both micro-influencers and larger influencers, experimenting to see which partnerships delivered the best results.

While working with big-name influencers came with expectations for a return on investment, Sandy found the real magic happened when partnering with micro-influencers. Their authentic endorsements and genuine connection with followers helped grow NAT'V Basics organically.

Navigating the Challenges

Launching and scaling a business at such a fast pace brought plenty of challenges. Sandy recalls how she had to stay nimble and not get hung up on details that could stall progress. “It’s easy to get caught up in one aspect,” she says, “but you have to zoom out and remember that your product is just one tiny piece of your entire company.”

As for burnout? Sandy’s learned the importance of taking breaks to stay on top of her game. “If I’m having an off day, I take a day to work from home, relax, and reset,” she shares. It’s all about listening to your body and stepping back when needed.

Key Lessons from Sandy's Journey

Know Your "Why": From the beginning, Sandy made it clear that NAT'V Basics wasn’t just about selling underwear; it was about making a positive impact. Communicating that ‘why’ to her audience built a strong foundation for the brand.
Start Lean and Scrappy: She didn’t have a big budget, but Sandy was resourceful, using what she had and growing steadily. She recommends other entrepreneurs avoid splurging on unnecessary expenses early on and to put profits back into the business.
Embrace the Learning Curve: Without prior experience in the fashion industry, Sandy’s journey involved a lot of Googling, asking questions, and getting help when needed. She approached each challenge as an opportunity to learn and grow.
Invest in the Right People: Even though she went years without paying herself, Sandy prioritized building a strong team. She knew that hiring the right people would ultimately allow NAT'V Basics to reach new heights.
Stay Flexible: The brand's success came from Sandy’s ability to adapt, pivot, and not get too fixated on any one strategy or idea. She was willing to experiment, even if it meant making mistakes along the way.

What’s Next for NAT'V Basics?

Sandy plans to continue scaling the brand and has dreams of bringing on investors in the future. For now, though, she’s focused on expanding NAT'V Basics’ reach and impact. The company has already made waves by planting over 2,000 trees and feeding more than 11,000 people through AusHarvest. With such a strong start, the future looks promising for this Aussie undies company.

So, if you’re in the mood for a little shopping that doesn’t hurt the planet, NAT'V Basics is a brand worth checking out. And who knows? Maybe the next time you’re on the hunt for some new basics, you’ll find yourself joining the NAT'V movement too.

Quick Tip: If you’re thinking about starting your own business, Sandy suggests doing some deep-dive customer research. Get to know your audience intimately by engaging with them on social media, running surveys, and studying analytics. It’s a surefire way to understand what they really want, so you can deliver products that truly resonate.

And remember, sometimes all it takes is spotting a gap in the market and having the courage to fill it!