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Nala’s Mission: Making Underwear Feel Good Again
Chloe de Winter is the co-founder of Nala, the Australian underwear brand rewriting the rules of lingerie. A trained physiotherapist and Pilates instructor, Chloe didn’t come from fashion. She came from frustration. During COVID, stuck between countries and wardrobes, she went searching for bras and underwear that were cool, inclusive, well-fitting and affordable. They didn’t exist.
What she saw wasn’t just a gap in the market. It was a gaping hole.
Four years later, Nala is stocked in David Jones, offers some styles in more than 75 sizes, and has built one of the most recognisable inclusive fit guides in ecommerce. But what makes this story powerful isn’t just the mission. It’s how tightly that mission is tied to commercial execution. In this episode, Chloe breaks down how bold brand building and operational discipline go hand in hand.
I don’t care what your body looks like. We’ll meet you there.
Today, we’re discussing…
- Building a 100-body online fit guide to improve conversion and representation
- Leveraging controversy, including breastfeeding billboards, to drive sales
- Managing censorship across Meta and TikTok while scaling paid acquisition
- Balancing affordability with profitability amid inflation pressures
- Forecasting and inventory planning across 75+ size SKUs
- Expanding into David Jones without compromising brand identity
- Why body positivity means meeting customers wherever they are
Chapters
4:11 – The Inspiration Behind Nala
7:32 – Marketing Strategies and Controversial Campaigns
10:49 – Creating an Inclusive Brand
13:15 – A Fit Guide for Real Bodies
18:06 – Censorship in Social Media
24:34 – Balancing Mission and Commercial Viability
27:48 – Strategic Pricing and Manufacturing Decisions
34:24 – Maintaining Brand Integrity in Retail
39:15 – Body Positivity
43:35 – Balancing Motherhood and Entrepreneurship
Join us!
Come behind the scenes with Add To Cart Community: Join our crew of ecommerce operators chasing growth, sharing wins, and staying sharp with deep dives, live events and no-BS inspiration.
