DStill Drinkware reveals US launch plans as orders soar
A Gold Coast company whose products have been used my multiple celebrities is planning to go global after clever marketing saw its orders soar.
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A GOLD COAST business has recorded rapid growth after embracing the e-commerce revolution during the height of the Covid-19 pandemic – including winning over influencers.
DStill Premium Drinkware, which supplies glassware to venues including The Star and Cali Beach Club, saw orders from its bar and restaurant customers dry up when the pandemic struck last year.
In response, owners Daniel Richards and Simon Noble turned their focus to direct sales to consumers online – leading to record turnover for the Coombabah-based firm.
“We’ve always had our e-commerce platform there but Simon and I knew it needed to become a bigger part of what we did,” Mr Richards said.
“This (Covid) accelerated that process.
“We needed to kind of pivot and make e-comm our focus, so we asked ‘how do we structure our business in a way that we can deliver content to customers that are now at home, who can’t go overseas? What did we need for that?’
“We hired a digital content creator, so invested in that space. The next hire we had was an e-commerce manager.”
Online sales went from 20 per cent pre-pandemic to 60 per cent. At the height of the Covid lockdown they were at 95 per cent.
Mr Noble said getting online marketing right on Facebook and Instagram was key for any business looking to expand.
“Through our aggressive marketing, people’s awareness of us skyrocketed,” he said.
“That didn’t just drive orders from mums and dads at home, that also drove orders from small business, who were looking for really good product at a reasonable price.”
Mr Noble said the company had embraced modern social media trends on Facebook and Instagram, including working with influencers.
Among celebrities seen using the company’s products have been Beyonce, DJ Tigerlily and Jess Velkovski.
“Another aspect was brand ambassadors, so influencers,” Mr Noble said. “You say influencers and people cringe. We don’t pay influencers but we look for people who have a good fit for our product. We want them to believe in our product and be genuine. If something new comes out we send them a set and they’re the first to have it.
“... You look at the launch of Cali Beach, which has been huge, we’ve got our product there. You just look at Instagram photos from Cali Beach and people are holding our drinkware ... it’s the experience we’re after.”
The company has recently opened a showroom at its premises on a street behind the Norco Dairy off Pine Ridge Rd in Coombabah.
But its focus remains online commerce. DStill sells its products to customers in New Zealand, Malaysia, Indonesia and Fiji as well as Australia, and is planning to launch in the United States in March.
“We’re going to go global,” said Mr Noble. “That’s our plan, but still stay based on the Gold Coast. That’s really important to our brand.”
* DStill Drinkware’s showroom is open to the public at 9/604 Pine Ridge Road, Coombabah
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