Founder of world famous Triangl swimwear brand prepares to sell her $8million Bondi mansion after revealing the stress of running an empire plunged her into a spiral of depression
- Mother-of-four Erin Deering, 37, co-founded the iconic swimwear brand Triangl
- Based in Melbourne, the young mum started the label at 27 with her ex-partner
- Erin & Craig Ellis moved to Hong Kong together and manufactured out of China
- When they were selling 2,000 bikinis a day Erin remembers feeling alone & lost
- She exited the business in 2018 but it continues to dominate globally
- She is preparing to sell an apartment they bought together in North Bondi
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The co-founder of global swimwear brand Triangl is preparing to sell an $8million apartment overlooking Bondi Beach after revealing how all of the fame, fortune and success associated with running the multi million-dollar brand with her ex-fiancé led her into a spiral of depression.
On Instagram Erin Deering‘s life running one of the hottest Australian fashion exports with the father of two of her children, Craig Ellis, was enviable: Holidays in the Maldives and Italy, a home base in Monaco, $300million deals on the table with venture capitalists and walls adorned with original Andy Warhol art.
But behind the glamorous pictures Erin, who was then in her early 30s, was feeling more alone than ever before and was ’embarrassed’ to tell her family and friends back home in Melbourne that things were not as them seemed.
On Instagram Erin Deering’s (pictured today aged 37) life running one of the hottest Australian fashion exports with the father of two of her children Craig Ellis was enviable
On Monday it was revealed an apartment the pair bought in the exclusive suburb of North Bondi will go up for auction on May 28 with an asking price of $8 to $8.5million
On Monday it was revealed an apartment the pair bought in the exclusive suburb of North Bondi will go up for auction on May 28 with an asking price of $8 to $8.5million.
The four-bedroom abode in the luxury Coast development of film producer Rebel Penfold-Russell was purchased by Erin and Craig in 2013 for $5.15 million, but since their split the apartment was changed to Erin’s name alone, Domain reported.
It had been a rental up until recent years for $3,500 a week but now Erin is preparing to sell it for an enormous profit.
Speaking on the Peaches podcast with hosts Tori Clapham and Bec Chidiac, Erin detailed the personal cost of her success, saying goodbye to her business partner and ex-fiancé and exiting from the label itself in 2018.
The four-bedroom abode in the luxury Coast development of film producer Rebel Penfold-Russell was purchased by Erin and Craig in 2013 for $5.15 million, but since their split the apartment was changed to Erin’s name alone, Domain reported
It had been a rental up until recent years for $3,500 a week but now Erin is preparing to sell it for an enormous profit
Originally from Melbourne the 37-year-old started Triangl alongside her ex-fiance and father of her two children, Craig Ellis, in 2012 (both pictured)
The now 37-year-old started Triangl alongside Craig in 2012, developing the idea on their second date, which was at the beach.
Erin struggled to find a swimsuit for the all-important date that was reasonably priced, stylish and well made without spending a fortune.
After spending three hours on the shoreline talking about the inconvenient lack of two pieces the pair decided to sell their belongings and move to Hong Kong to launch a swimwear company.
‘It was tough at the start,’ Craig told FEMAIL in 2016.
‘We had to sell all our stuff and borrow money from some friends to get by.’
Eating tinned food on the floor of their tiny flat and trying to sell one bikini a day, they eventually stumbled on a style that was selling: the black binded neoprene number.
Neoprene naturally curves around a human shape with ease, which Craig suspected is why it was so revolutionary at the time (pictured is one of their winning designs)
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The early days: It was at this point when sales increased dramatically and Triangl was selling 2,000 pairs of bikinis and making a $150,000USD/$197,000AUD a day profit
‘We used social media to get the message out there because we couldn’t afford billboards, PR agents and advertising. Similarly we went with neoprene instead of nylon or prints, which we also experimented with, because it seemed to be selling,’ he said.
Neoprene naturally curves around a human shape with ease, which Craig suspected is why it was so revolutionary at the time.
It became so popular that model Kendall Jenner caught wind of the brand, asked for some samples, and before long was posting pictures of the designs on Twitter.
‘The celeb endorsement really helped,’ Craig said.
‘But I think people can tell when that comes about organically and naturally, rather than us just pushing our product on people who we want to wear it.
The couple at the time where living in Monaco and appeared to constantly be on vacation
‘It doesn’t mind what’s going on in your physical outside world, if the inside is chaos nothing will matter,’ she told the podcast hosts
‘Plus the price point, which is under $150AUD, is the sweet spot. It’s reasonable, but expensive enough to be good quality.’
It was at this point when sales increased dramatically and Triangl was selling 2,000 pairs of bikinis and making a $150,000USD/$197,000AUD a day profit.
But with great financial security came great discomfort for Erin.
‘It doesn’t mind what’s going on in your physical outside world, if the inside is chaos nothing will matter,’ she told the podcast hosts.
‘I still feel quite detached from that period of time because I lost so much of me.’
Erin’s relationship with Craig fell apart and they parted ways. This coincided with her leaving the business.
On March 15 Erin celebrated Triangl’s 10 year anniversary with an Instagram post
Eventually she went and saw a therapist, met her current partner Zachary Keane (pictured) – who has she two other children with – and began looking forward to a brighter future
Eventually she went and saw a therapist, met her current partner Zachary Keane – who has she two other children with – and began looking forward to a brighter future.
On March 15, Erin celebrated Triangl’s 10 year anniversary with an Instagram post.
‘A whole decade ago, Craig and I officially started Triangl. If you have listened to any of my podcasts, you’d know how much I struggled with my identity, self worth, and overarching mental health during those years,’ she wrote.
‘I have shared my most vulnerable moments during those times (and continue to do so), in the hope of helping others feel better about their struggles, internal battles, and life in general.’
For confidential 24-hour support in Australia call Lifeline on 13 11 14.
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Source: Daily Mail
