The Foundr Podcast with Nathan Chan 621: We Bet $200K on Bras Before Making a Single Sale — Sold 400,000 in 2 Years | Nala
Jan 8, 2026
Chloe DeWinter and Phillip DeWinter, co-founders of Nala, an inclusive intimates brand, share their journey from investing $200K before their first sale to selling 400,000 pieces in just two years. They reveal how they validated their product idea with just 250 surveys and executed a viral guerrilla marketing stunt. The duo discusses the complexities of bra design, their impressive 70% repeat purchase rate, and how they navigated TikTok bans while fostering inclusivity in their products. Their bold decisions and unconventional strategies provide valuable insights for aspiring founders.
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Betting Big On Inventory
- Chloe and Phillip invested just over $200,000 in their first production order to meet high MOQs and launch a full collection.
- They negotiated initial MOQs down to ~500 units per color per style, expecting follow-up orders at 1,000 units.
Small Surveys, Big Product Clarity
- A 250-response survey gave clear direction: bigger-bust customers wanted supportive wire-free bralettes and strapless comfort.
- Small, targeted surveys can reveal decisive product-market fit for niche apparel.
G-Strings On Cars Went Viral
- For launch they sent 200–300 influencer packages and ran a guerrilla G-string stunt in Bondi that went viral and drew national press.
- The stunt created immediate momentum and social content at low cost.