This week we talk to Krystal Rand, the entrepreneur behind the bag brand Kove & Co. Launched in 2022, the brand has made a mark for its stylish, lightweight, and waterproof design similar to the popular Crocs shoes, which are made of the same materials as Kove & Co’s bags. In just a short period, the brand has been named among the Top 10 Beach Bags for 2024 on One Fine Baby and received the ‘Highly Recommended’ award in the national SHE-com Awards in the women’s bags category.
ISB: What led you to the path of designing your own bag?
KR: When I started swimming lessons with my daughter, I was looking for a bag that was waterproof, sturdy, multifunctional, and stylish. I couldn’t find anything that ticked all my boxes available in Australia, and luckily I was naive about how hard starting a business is, so I began working on something I would like. When I brought the prototype to swimming lessons, all the mums were asking where I got the bag. That’s when I realised I wasn’t the only one looking for the perfect bag.
ISB: How important was it for you to gather feedback from other mums in designing the bag?
KR: Without the feedback from other mums, I would have given up on the idea. It was after I joined some mum groups that I realized how much they love a good product and recommend good products to other mums. Once I had a few mums asking about my bag, I knew I was onto a winning idea, and they were also my first customers. Just from word of mouth, I sold 350 orders in the first three months without a single ad. Mums are an amazing target customer.
ISB: What was the most challenging aspect of marketing this product and how did you overcome it?
KR: One of the hardest parts is getting the word out about how amazing this bag is. It’s tough to convince people from just a couple of ads that they need this bag. That’s why I think word of mouth has been one of my strongest channels. When other mums see the bag in action and hear from friends how great it is, it makes a huge difference. There is also more competition now than when I first launched. I believe I was the first to launch something like this in Australia, so standing out has become even more crucial. I have a great community on social media, and they always jump on board when I ask questions. The last two colours we released were named by my customers. Engaging with them directly not only helps spread the word but also makes them feel like a part of the brand, which is incredibly rewarding.
ISB: What inspired you to make this unique marketing trick of putting Kove & Co’s logo at the bottom in a way that leaves a mark in the sand?
KR: The idea struck me one day in the shower: how cool would it be to use the logo as the tread and have it leave imprints in the sand? It wasn’t easy to work out, so I had a 3D print made to test if it would actually work in the sand before we went to production. I took the mock-up down to the beach and pressed it into the sand to make sure it worked. One of my big dreams is to walk down Mooloolaba Beach and see Kove & Co imprints in the sand. This unique feature has already drawn attention, with someone messaging me after seeing the logo in the sand and finding us online. It’s been a great addition to the bag.
ISB: How do you envision Kove & Co’s growth in the next couple of years?
KR: I would love for every family to have a Kove & Co Tribe bag in their home or at least know the brand. This fiscal year, I’m aiming for $1 million in revenue and expecting at least 10% growth every year after. I saw a warehouse this morning, and I’m putting it on my vision board as I would love to have a space where not only Kove & Co is based but also other Sunshine Coast mum businesses. We can build an amazing community of business mums here.
ISB: What has been the most important lesson you’ve learned in this business journey that a hopeful entrepreneur should take to heart?
KR: That’s a hard question because I feel like I’m still learning every day! I always tell people to go with their gut. If you believe in your idea, you’ll have the passion to convince others. I feel like it’s better to try because you will learn so much along the way. Another key lesson is the importance of talking to people about your business and networking. I get so many good ideas, amazing collaborations, and friendships from these conversations.
