ALOHA Collection and Competitor Profile
Overview
ALOHA Collection is a California-based lifestyle brand renowned for its SPLASH-PROOF® travel bags. Founded in 2014 by Rachael Leinaʻala Soares, a flight attendant, and Heather Aiu, a Kauaʻi native, the brand emerged from a successful Kickstarter campaign. The mission-driven approach of ALOHA Collection centers on environmental conservation, pledging 5% of profits to Hawaiʻi-based organizations through its Mālama ʻĀina program.
Leadership
In 2024, Lynna Barnard took over as Chief Executive Officer, leveraging over 20 years of experience in retail and eCommerce, particularly as the former General Manager of eCommerce for Myer, Australia’s largest department store. Barnard's strategic vision involves harnessing omni-channel strategies and promoting sustainable growth, resonating with ALOHA's dedication to community support and environmental responsibility. The co-founders, Heather Aiu and Rachael Soares, continue to steer product innovation and community involvement, sustaining the foundational values that define the ALOHA brand.
Product Range and Key Initiatives
ALOHA Collection specializes in lightweight, stylish, and water-resistant bags crafted for travel and adventure. Their product lineup includes beach totes, travel pouches, and versatile bags suitable for diverse settings—from beach outings to casual evenings and from poolside relaxation to airline travel. While promoting sustainability and style, these bags are designed to shield belongings from light rain and spills, although they are not fully waterproof. These products are prominently available in renowned retail outlets such as Nordstrom, Amazon, and Bloomingdale's.
Market Position and Financials
ALOHA Collection's estimated annual revenue is approximately $27.6 million. The company saw rapid growth from an initial investment of $4,000 by its founders, gaining substantial market recognition. In its expansion efforts, ALOHA Collection aims to enhance its physical store presence in coastal regions, targeting the operation of 15-20 stores by 2026. The brand's growth is also reinforced by effective digital strategies and a widespread international fan base beyond the United States.
Strategic Partners and Collaborations
In 2024, ALOHA Collection embarked on a special edition collaboration with Hawaiian Airlines, celebrating aviation heritage and island culture. This partnership underscores the brand’s ongoing emphasis on its Hawaiian roots and lifestyle ethos.
Social Media and Community Engagement
ALOHA Collection maintains a vibrant presence on social media, engaging fans with updates on promotions and new product launches. The community can connect via Instagram at @alohacollection, where the brand cultivates interaction through engaging content and promotional events.
Competitor Profiling
Competitors and Market Landscape
ALOHA Collection operates in a competitive landscape within the apparel and accessories market, facing competition from companies like Carbon38 and LE TOTE. These competitors offer distinct business models and value propositions that cater to varied consumer preferences.
Carbon38
- Carbon38 is recognized in performance fashion as a leading e-commerce destination, offering both its proprietary label and curated brands, with a focus on fashionable activewear.
- They provide a diverse range of apparel, including tops, pants, jackets, and accessories suited for both the fashion and fitness sectors.
- Founded in 2012 and based in Culver City, California, Carbon38 reported revenues of $7.6 million and employed 48 people.
- Their unique market position is bolstered by collaborations with artists like "Love Me" creator Curtis Kulig, and partnerships with luxury brands, bridging the gap between activewear and street style.
LE TOTE
- LE TOTE operated as an online fashion subscription service emphasizing women's apparel rental.
- The San Francisco-based company employed a data-centric approach to enhance fashion accessibility, offering an array of apparel, including dresses, tops, and jewelry.
- Despite initial growth, LE TOTE halted operations in early 2025. Prior to this, they generated revenues of $44.3 million.
- Founded in 2012, LE TOTE's innovative model combined traditional fashion with technology, offering subscribers fixed monthly fees for their services.
Levi Strauss & Co.
- Globally recognized for its Levi’s jeans, Levi Strauss & Co. boasts a significant market presence, with 2023 net revenues reported at $6.2 billion.
- Levi Strauss continues to innovate and expand its apparel offerings, maintaining leadership in denim-focused apparel.
Additional Insights
ALOHA Collection benefits from a high level of employee engagement and a distinctive product line, giving it a competitive edge in the niche market of travel-centric fashion accessories. The brand's creative collaborations with lifestyle brands and continuous innovation in design and materials, such as the use of Tyvek for lightweight, waterproof solutions, ensure its product offerings remain relevant and desirable. As the company progresses, strategic partnerships and an emphasis on brand storytelling can further cement its market standing against established competitors.
