How Tyler Haney Built an Apparel Empire and Outperformed Nike in Just 6 Years
In 2012, Tyler Haney started her journey with no experience in fashion design. Fast forward six years, and she secured $57 million in funding, making her activewear brand a major competitor to giants like Nike. Here’s how she did it and why her story proves that you can too.
1. Identifying a Gap in the Market (2012)
- The Problem:
As a casual jogger, Tyler disliked the black spandex outfits designed for elite athletes. She wanted to create running apparel for everyday joggers—functional, comfortable, and stylish. - The Vision:
Without any prior experience in fashion, Tyler set out to design activewear that was sweat-resistant, durable, and comfortable while allowing users to feel confident and motivated.
2. Starting from Scratch
- Tyler began experimenting with fabrics to meet her three criteria of sweat resistance, durability, and comfort.
- She sketched her initial designs and sought out local patternmakers to bring her ideas to life.
3. Gathering Feedback from Friends
- Tyler hand-made dozens of kits and distributed them to friends and family, asking for detailed feedback:
- Did it fit well?
- Was it comfortable?
- Did it inspire confidence?
- The feedback was overwhelmingly positive: the kits made users feel confident, less intimidated to exercise, and more likely to stay active.
- Encouraged by this response, Tyler decided to quit her job and focus entirely on building her brand.
4. Scaling Production
- She found a factory willing to handle small orders of a few hundred pieces, allowing her to test the market without overcommitting.
- January 7, 2014:
Tyler began taking limited orders from small boutiques in London, Austin, and New York City.
5. The First Breakthrough
- A London buyer placed a large order for 11,000 units.
- Tyler poured her savings and her family’s assets into completing this production run.
- The Result:
The kits were a hit, selling out quickly both online and in stores.
6. Expanding Online and Offline
- Realizing the potential of e-commerce, she launched an online store.
- November 11, 2014:
After visiting Austin, Texas, Tyler realized there were no major sportswear brands in the area. Additionally, online customers wanted to touch and feel the fabric.- This led her to open her first small retail location in Austin.
7. Securing Seed Funding
- April 2015:
Tyler raised her first $1.1 million in seed funding. - When seeking Series A funding, she faced 70 rejections. However, she employed a creative tactic:
- She left free samples with male investors who rejected her idea, betting that the products would end up with their spouses.
- The Result: This strategy worked, and by October 14, 2015, she raised $7 million in Series A funding.
8. Breaking Into the Fashion Scene
- She opened a permanent retail store in New York, which gained media attention and earned her mentions in Vogue.
- Her brand made its debut at New York Fashion Week in early 2016, solidifying its presence in the high-fashion world.
9. Rapid Growth and Major Investments
- July 2016:
She secured an additional $13 million in funding. - 2016–2017:
The company experienced a staggering 400% increase in revenue. - March 17, 2018:
Google Ventures led a Series C funding round of $34.1 million.
10. Recognition and Milestones
- Tyler Haney was featured in:
- Fast Company’s 100 Most Creative People in Business.
- Forbes’ 30 Under 30: Retail & E-Commerce.
Key Strategies Behind Her Success
- Identify a Niche:
Tyler focused on a gap in the market—activewear that combined style, functionality, and comfort for everyday joggers. - Test and Iterate:
She used feedback from friends and family to refine her products, ensuring they resonated with her target audience. - Start Small:
By partnering with a factory willing to handle small orders, she minimized risk and scaled production gradually. - Creative Fundraising:
When traditional fundraising failed, she found innovative ways to get investors on board. - Diversify Sales Channels:
Tyler balanced e-commerce with physical stores to meet the needs of different customer segments. - Leverage Media Attention:
Appearances in Vogue and at Fashion Week boosted her brand’s credibility and visibility.
The Result
In just six years, Tyler Haney turned her passion for running and her frustration with traditional activewear into a $57 million-funded business that took on giants like Nike.
If she can do it, so can you!
Source: entrepreneur.com