Young Aussie’s ‘impulsive’ act that led to multimillion-dollar business

When Dessy Hairis was a teenager she dreamt of becoming a police officer.

Now, at 28, she is the founder of a multimillion-dollar Australian swimwear company, with her designs being worn by the likes of A-listers Millie Bobby Brown and Bella Hadid.

The Sydney local started her brand, Bydee, when she was just 18 and if you had told her back then that, in just a few years time, her business she started on her parent’s kitchen table would turn into a global company, then she probably wouldn’t have believed you.

Ms Hairis made her first bikini in 2013. She grew up in a creative household – having an architect for a father and a mother who loved to sew – which meant expressing herself artistically came naturally, even from a young age.

“In my final year of high school, I needed a creative outlet away from my studies, and that’s when the very early stages of Bydee started to develop,” she told news.com.au.

She received interest from her friends after sharing photos of the bikinis she had made to Facebook, prompting her to start creating even more pieces and giving them out to the girls at school.

“Less than a year later, in 2014, I did my first market stall, which sold out by midday.

“That’s when I realised I had something special and decided to pursue this journey more seriously,” she said.

Still, for a long time Ms Hairis’ plan had been to become a police officer and throughout her final year of high school she had been working towards university with that goal in mind.

She had done her research and knew all the different degrees she could apply for that would lead her down that path.

But one last-minute decision changed everything.

“The night before our selections were due, I impulsively put a fashion degree above the policing degree, not thinking I would get the marks,” she said.

“Surprisingly, I did, and I started studying Fashion & Textiles at UTS.”

Even during university, Ms Hairis never imagined Bydee becoming as big as it has. Instead, she said she imagined she would be sewing, designing and selling her bikinis at markets “forever”.

But as her brand continued to grow in popularity, she decided to take a major leap of faith and move away from the selling her products at markets and instead move her business online.

It was a risk that paid off.

Shortly after making this big change, Australia experienced the first of multiple lockdowns imposed throughout the Covid-19 pandemic.

Almost overnight, online shopping was one of the very few ways people could get their retail fix.

Since then, Bydee has gone from strength to strength. The brand’s global sales have grown 110 per cent year on year, with a huge focus on the US.

In June of this year, the company achieved its biggest ever sales month, selling almost 50,000 bikinis.

The brand has just hit more than 400,000 followers on Instagram, with an increasing number of celebrities and major influencers being pictured in Bydee pieces.

While the company is undoubtedly a major success, the journey has not been without its challenges.

Ms Hairis said one of the most difficult aspects has been navigating growth and the unknown.

“There is so much involved in running a business, and I often say I might not have started Bydee if I had known the journey ahead,” she said.

“However, that’s also the beauty of being a young founder and entrepreneur. There’s a certain level of naivety that pushes you to take risks, and without those risks, Bydee wouldn’t be where it is today.”

Finding the right people to surround herself with on this journey was also a major task, with Ms Hairis determined to find a team that aligned with the brand’s values and her vision moving forward.

While she now has an incredible team who she is grateful for, she admits that there were times in the early days of the business where it was lonely.

“Despite these challenges, each obstacle has taught me such valuable lessons and contributed to the growth and success of Bydee,” she said.

For other young Australian entrepreneurs who are hoping to make their mark, Ms Hairis’ big piece of advice is to “find your niche”.

“With so many markets being quite saturated, it’s vital to discover what makes your brand stand out to your customers,” she said.

“For us at Bydee, it’s our travel-inspired prints, destination photo shoots, and meticulous attention to detail.”

Knowing your customer is also a key part of growing a successful business, something Ms Hairis was able to do when starting her brand in Sydney’s market scene.

Social media is a powerful tool when it comes to building a brand and young business owners can use this to connect with their audience.

Organising public meet ups, competitions, giveaways or Q&A sessions are just some of the ways people can learn more about their customers and build that relationship.

So, what is next for this already hugely successful, locally grown company?

Well, the focus is now on growth and bringing even more offerings to Bydee customers.

With more than 60 per cent of the brand’s business now coming from the US, the company is exploring new markets for expansion.

Ms Hairis also revealed she was on the brink of launching a completely new category: Jewellery.

“Each piece is designed with the same attention to detail and passion that our babes have come to love,” she said.

The 28-year-old added that she felt “incredibly excited” about the future of Bydee.

“Over the past 12 months, we’ve accomplished so much, and I couldn’t be prouder of what the brand has achieved,” she said.

“Our community of Bydee Babes continues to grow, and it’s truly inspiring to see how our pieces become a part of their adventures and lives, shared through social media.”