When Dani came out of the villa, every brand wanted her.
She's become a bit of a nation's sweetheart in my opinion
and, to kind of go into competition with all these other brands,
with so much money and, ultimately, win a bid for Dani
was just such an amazing achievement for me and the business.
Today, Dani is in London to shoot her new summer range.
Do your candid laugh for me.
SHE LAUGHS
Dani's been a huge success from the start.
I was buzzing that we even signed her originally.
Nice. Yeah. Beautiful. You look gorg.
You look lovely and brown.
At the time, we were massively the underdogs.
The offers that came in for Dani were huge
and, you know, we didn't match those offers.
You look nice and brown, you know.
Are you sure you haven't been away on a sneaky little holiday?
We're not about just throwing money at somebody.
For Dani to choose my brand is something that I am so proud of.
Hi, everyone. I'm here today and I'm shooting my new summer range,
which I absolutely love.
She's been amazing. She always gets behind the collection.
She takes part in designing the whole thing,
and everything just sells out.
She's listening really. Pretending she's not, but she is.
I'm uploading videos.
I'm going to show you some more of my new clothes
that I'm literally so obsessed with,
and I really do think it's my best one yet.
Dani's first swimwear range is a huge risk for this business.
We've never done swimwear with her.
We don't know if our customers are going to like it.
The stock itself has cost 80,000, plus all the marketing
and creative that's gone into it,
so we've spent well over £100,000.
So it's a huge risk to the business.
You like it? Yeah, the nipples are hard though.
I know, we obviously will take those out.
Out of a lot of businesses I know in this industry,
I'm probably the only person that doesn't come from money.
There's Thailand vibes there as well, look,
in front of those plants. Yeah, literally.
If you spend £10 million on a marketing campaign,
and it doesn't work, then my dad's not there to give me
another 10 million to spend again,
so making the right decisions in the business now is so crucial.
More than ever.
That's cute. Yeah, I like that one. Love it.
Can you show me this Dani stock?
Dani's launch is just around the corner,
but Adam has been given some bad news.
So it's just one style on tops and bottoms.
So basically the whole thing's just come in white. Yeah.
For God's sake!
So there's a bit of an issue at the minute with one Dani style,
which we've got quite a lot of quantity on, and it's come in,
instead of coming in the print, it's come in just white,
which is a nightmare because, obviously, Dani hasn't shot that.
It's not what we designed, and it's wrong.
It's actually harder for them to get it wrong than it is
to actually get it right cos the print's already in the collection.
Yes. The knock-on is annoying
because we've shot, like, a shirt, some shorts
and that bikini with three different things which, obviously,
we lose all the sales on that style.
I've got to let Dani know about that as well.
I love this print. I've also got it in shirt, shorts...
It does impact the business quite a lot
and, obviously, they've got to do a lot of messing around,
trying to sort this out now.
From an outside perspective, people think that an online launch
is very glamorous. I think it's anything but glamorous in reality.
Yeah, so it's all come through fine. Perfect.
Just making sure it looks right on mobile cos that's
where all of it is coming from
and then, like, any initial sales it reports. So, like, this one...
It's only been live two minutes, and it's sold ten on that,
which is a really good sign cos it's literally just gone live.
That's really high traffic, so I reckon, what?
Overnight, we'll probably hit over 100,000 visits.
The best seller is the bloody print that's wrong.
Yeah. Always the way.
The swimsuit, the top, the maxi skirt, the head scarf,
all that's doing amazing, so that other one that we had
would have done really well, annoyingly.
This print is the best seller across everything,
which just makes it extra annoying, because it means that if that stock
was delivered correct, it would have been another best seller.
Guys, I just want your attention for a few minutes.
Emily, stop distracting everyone, please.
So following the promo we had Dani's first swimwear launch which was
a bit... I was very nervous about it because we don't know how
she's going to convert with swimwear, whether girls are going
to relate, etc. And I think we did a really good job.
It did really, really well obviously, it was a really good day
when it launched, beat expectation.
So obviously I had a little bit of a battle with finance to try
and push this crazy promo at the start of the week,
which they let me if it hit expectations. Overall now in
the week we are just shy of £1 million which is incredible
and again it's the highest week of the year
so give yourself a round of applause for that, guys.
When I was younger,
if someone had said to me this business would get to 40 million
turnover, I mean, that's amazing.
But now it's there, for me it's about getting to 50 million,
it's about getting to 100 million. Like that's just how my mind works.
I'm so focused on growing this business.
Everyone, help yourself to drinks.