Following major sales success with their women’s tops, bottoms, dresses and accessories, founders Faye and Daniel Jobbins’ plan next to develop their men’s and children’s ranges.
Tikiboo’s signature looks – spectacularly colourful, quirky and often Love Island-like head-turning styles – teamed with affordable prices have won the Berkshire-based brand a cult following among communities online.
“We often hear of customers becoming friends after seeing each other at events in our outfits,” say the couple. “It’s no longer about us or leggings but that community spirit.”
Manufacturing of the core products, bottoms, shorts and sports tops is in Pakistan, while the UK handles hats and caps along with printing of the hoodies, T-shirts and joggers. The company has also begun production of its skater dresses in Leicester.
Their women’s collection has been a huge success
After building the business from scratch in 2014 with £1,000 of savings and the combined skills of Faye, an engineer and certified fitness trainer, and Daniel, a digital developer, the pair are forecasting £2.5 million turnover this year.
Wider social trends, primarily the switch to shopping online, the increased interest in fitness, the popularity of leisurewear generally and the showcasing power of social media have undoubtedly shaped Tikiboo’s direction, enabling a small business to compete in ways impossible previously.
As a fitness customer herself who preferred vibrant mixes to conventional pink and black combos, it was Faye’s search for things bright and beautiful that led her to buying from sites in Brazil and Australia.
Daniel and Faye started the Tikiboo in 2014
That led to importing the outfits and selling them to the local fitness market and then to the pair creating affordable ranges themselves.
“Demand from customers was immediate. I modelled, Daniel did the photography, we despatched, sometimes surviving on three hours sleep a night. When we could employ a fulfilment centre and then a project manager, they made a huge difference,” says Faye.
Another game changer was PayPal, which provides Tikiboo with a working capital loan on the basis it repays it via 30 percent of daily PayPal sales.
Tikiboo’s designs boast bright, cheerful colours
“This has been a massive help. The faster we repay the more they offer,” says Daniel. “With no investors on board this is the option we still choose.”
Other partners include discounter Student Beans, rewards programme LoyaltyLion and licensing collaborations with the likes of Sesame Street, Candy Crush and Hello Kitty are among a growing mix also helping to boost revenues.
Customers currently are mainly women, many mums and daughters, in the 25 to 45 age bracket. The stand-out designs, a favourite of the clubbercise crowd, have struck a chord with runners too.
Tikiboo’s signature looks paired with great prices have gained them cult following
Most purchases are made using mobiles and the most popular products are those featuring Tikiboo’s vibrant animal prints and nostalgic logos from the licensed collections.
With distribution globally a longer term goal there may even “be a flagship store in Windsor one day” says Daniel. The future is all tickety-boo for Tikiboo.