Sequins and Sand
Sequins and Sand is an Australian online retailer and styling platform that sells curated swimwear and resort wear in sizes 10-30, targeting women aged 35+ navigating midlife body changes, supplemented by personalized styling consultations and educational content.
- Company typePrivate
- Founded2008
- HeadquartersAshgrove, Australia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sequins and Sand does
Sequins and Sand (legal entity Regina and Shelia Pty Ltd, ABN 49 122 905 319) is an Australian online retailer and styling platform founded in 2008 by Anita McLachlan, headquartered in Ashgrove West, Queensland. The company sells curated swimwear and resort wear from 100+ Australian brands in sizes 10-30, targeting women aged 35+ who are navigating midlife body changes from menopause, pregnancy, aging, or post-mastectomy recovery. The product mix spans one-piece swimsuits, tankinis, bikinis, swimdresses, kaftans, sarongs, rashies, chlorine-resistant apparel, and mastectomy-friendly swimwear, supported by a proprietary Shape & Size Calculator built on the '6 Midlife Body Shapes' framework.
The business operates as a direct-to-consumer e-commerce storefront on Kajabi-backed course infrastructure, with payment processing via Stripe and PayPal. Revenue is generated through unit-priced product sales ($35-$180 typical price points) and a premium 1:1 Swimsuit Stylist Service priced at $297, which includes a questionnaire, 30-minute video consultation, personalized style guide with 8-10 swimsuit recommendations, and follow-up call. Educational content (Unlock Your Cossie Confidence course, Essential Style Basics masterclass, Right Fitting Swimsuit Workshop) and the VIP membership program are offered free, functioning as top-of-funnel acquisition assets.
Go-to-market is product-led growth combined with inside-sales styling consultations: free tools, content marketing via blog/S&STV video, VIP newsletters, and the Cossie Confidence Movement (a community of 23 women) drive organic acquisition, while the paid Stylist Service captures high-intent buyers. The team is founder-led and small (2-10 employees estimated), with no external venture or private equity investment. The founder publicly disclosed a transition away from active swimsuit fitting services toward women's health advocacy and podcasting ('Midlife Unfiltered'), while the core retail brand continues operating. Compliance posture includes GDPR (for EEA customers) and Australian Privacy Principles under the Privacy Act 1988.
Sequins and Sand firmographics
Firmographics- Name
- Sequins and Sand
- Legal name
- Regina and Shelia Pty Ltd A.C.N.122 905 319 trading as Sequins and Sand A.B.N.49 122 905 319
- Website
- https://sequinsandsand.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sequins and Sand is an Australian online retailer and styling platform that sells curated swimwear and resort wear in sizes 10-30, targeting women aged 35+ navigating midlife body changes, supplemented by personalized styling consultations and educational content.
- Ownership category
- akta.pro rank
Sequins and Sand industry classification
Industry- Product category
- Women's Specialty Swimwear & Resort Wear E-commerce
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Swim & Surf Performance Wear (CRAAAEAG)
Keywords
Where Sequins and Sand is headquartered
LocationHeadquarters
- HQ city
- Ashgrove
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Sequins and Sand business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- E-commerce Product Sales: Retail sales of curated swimwear, resort wear, beach wear, and accessories from Australian brands. Products include one-piece swimsuits, tankinis, bikinis, swimdresses, kaftans, sarongs, rashies, and sun-protective clothing. Sizes range from 10-30.
- Swimsuit Stylist Service: Personalized online swimsuit styling consultation service priced at $297. Includes questionnaire, Shape & Size Calculator access, 30-minute video consultation, personalized style guide with 8-10 swimsuit recommendations, and follow-up Zoom call. 'Until we get it right' guarantee.
- Masterclasses and Online Courses: Pre-recorded video masterclasses and courses delivered via Kajabi platform. Currently offered free (previously $57-$97). Includes Unlock Your Cossie Confidence course (5 modules, lifetime access), Right Fitting Swimsuit workshop, and Essential Style Basics masterclass.
- VIP Membership: Free VIP membership offering stored calculator results, wishlist functionality, exclusive masterclasses, newsletters (Wednesday and Sunday), and deals from women-owned businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Swimsuit Stylist Service - Complete personalized styling package |
| Freemium | Pay-as-you-go | Unlock Your Cossie Confidence Course - Free access |
| Freemium | Pay-as-you-go | Essential Style Basics Masterclass - Free access |
| Freemium | Pay-as-you-go | Right Fitting Swimsuit Workshop - Free access |
| Unit Pricing | Pay-as-you-go | Swimwear and Resort Wear Products |
| Freemium | Pay-as-you-go | VIP Membership - Free |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Sequins and Sand product offering
Product offeringCore offering
Sequins and Sand is an online specialty retailer that curates and sells Australian swimwear, resort wear, beach wear, and related accessories in sizes 10-30 to women aged 35+ experiencing midlife body shape changes. The core offering combines the curated e-commerce catalogue with paid personalized 1:1 Swimsuit Stylist Service (video consultation + style guide), freemium online masterclasses/courses, and a free Shape & Size Calculator tool built on the proprietary 6 Midlife Body Shapes framework.
Product overview
Sequins and Sand is an online summer fashion retailer and styling platform targeting women aged 35+ in Australia. The offering combines an e-commerce catalogue of curated swimwear and resort wear with professional styling services and educational content. Core products include the Swimsuit Stylist Service (personalized 1:1 online styling with video consultation and curated style guide) and Masterclasses & Events (educational content including the Unlock Your Cossie Confidence course, Essential Style Basics masterclass, and Right Fitting Swimsuit workshop). Supporting tools include the free Shape & Size Calculator and VIP membership with saved preferences and exclusive deals. The product portfolio spans one-piece swimsuits, tankinis, bikinis, swimdresses, rashies, mastectomy-friendly swimwear, chlorine-resistant options, and beach/resort wear including kaftans, sarongs, and coverups. The company emphasizes body confidence and serves women navigating midlife body changes.
Differentiator
Problem solved
Functional benefit
Brands
- Unlock Your Cossie Confidence Course: A comprehensive online course designed to help women regain swimsuit confidence through 5 modules covering mindset, summer vision, body shape understanding, swimsuit design, and color/style personality.
- Summer Confidence Society
- Cossie Confidence Movement
- Shape & Size Calculator
Quantifiable outcome
- 1000's of women helped find well-fitting swimsuits over 14+ years
- +2 more outcomes
Companies that use Sequins and Sand
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Sequins and Sand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Sequins and Sand partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Capriosca SwimwearcoreAustralian swimwear brand featuring prominently in the Sequins and Sand catalog. Products include one-piece swimsuits, tankinis, and mastectomy-friendly options. Known for chlorine-resistant fabrics and extended sizing.
- Genevieve SwimwearcoreMelbourne-based Australian swimwear label with diverse size offerings. Features mastectomy-friendly styles with bust prosthesis pockets. Known for quality construction and flattering fits.
- Eb&IvecoreAustralian label creating affordable clothing and accessories including kaftans, summer dresses, jewellery, hats, and bags. Featured in the Get The Look styling sections.
- HolidayminorAustralian clothing brand embodying relaxed summer lifestyle. Part of the lifestyle and resort clothing stable along with TALISMAN and Shanty Corporation.
- Es UnaminorAward-winning beachwear and sun protective clothing brand. Specializes in UPF50+ sun protection with stylish designs including rashie dresses and beach wear.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Sequins and Sand competitors and assessment
Company assessmentDirect peers
- Amoena: Global specialty brand for post-mastectomy swimwear with built-in prosthesis pockets, recovery apparel, and fit expertise. Directly comparable in the mastectomy / specialty-fit segment Sequins and Sand serves as a secondary use case.
- Figleaves: UK-based online specialty retailer of swimwear, lingerie, and beachwear with broad size ranges and fit guidance tools. Direct competitor in curated swimwear e-commerce targeting women who struggle to find well-fitting swimwear.
- Swimsuits For All: Long-standing plus-size swimwear specialist selling extended sizes with fit expertise and styling content. Directly comparable to Sequins and Sand in serving women whose body shapes are underserved by mainstream retail.
- Summersalt: US-based DTC swimwear and travel-wear brand built around body-shape-inclusive sizing and fit tech. Highly comparable to Sequins and Sand in its use of fit-driven content, body-shape segmentation, and curated multi-brand assortment model.
- Cupshe: Global online swimwear brand with extended sizing, affordable price points, and a curated DTC model. Comparable in that it sells swimwear direct to consumers with strong size-inclusive positioning, though it targets a younger demographic.
- Sunsea Swim (plus-size specialty retailers): Specialty plus-size swimwear retailer offering curated styles in extended sizing with shape and support filtering. Direct peer in the size-inclusive, specialty-fit swimwear niche.
Emerging players
- Eloquii: Digital-first plus-size women's apparel brand with growing swimwear category. Comparable in customer overlap (plus-size women 35+) and DTC-led content strategy, though it is broader than just swimwear.
Broad incumbents
- Natori: Established women's apparel and intimates brand with a dedicated swimwear line and body-shape styling content. Operates across a much broader assortment but overlaps directly in size-inclusive swimwear with educational content.
- Kohl's: Mass-market US retailer carrying extended-size swimwear and mastectomy lines from multiple brands. Relevant incumbent comparator because it competes in the same end customer wallet share for specialty-fit swimwear.
- Lands' End Swim: Major apparel incumbent with a dedicated plus-size and mastectomy-friendly swimwear assortment. Comparable in product overlap (extended sizing, mastectomy pockets) but competes as part of a much larger general apparel catalogue.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Sequins and Sand social profiles
Digital presenceSequins and Sand compliance and trust
Trust signalCompliance2 records
Sequins and Sand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sequins and Sand leadership team
Management profileNumber of profiles
Profiles1 record
Sequins and Sand funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sequins and Sand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sequins and Sand
What does Sequins and Sand do?
Sequins and Sand is an online specialty retailer that curates and sells Australian swimwear, resort wear, beach wear, and related accessories in sizes 10-30 to women aged 35+ experiencing midlife body shape changes. The core offering combines the curated e-commerce catalogue with paid personalized 1:1 Swimsuit Stylist Service (video consultation + style guide), freemium online masterclasses/courses, and a free Shape & Size Calculator tool built on the proprietary 6 Midlife Body Shapes framework.
Is Sequins and Sand a public or private company?
Sequins and Sand is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sequins and Sand founded?
Sequins and Sand was founded in 2008. It employs 11 to 50 people.
Where is Sequins and Sand based?
Sequins and Sand is headquartered in Ashgrove, Australia, in the Oceania region.
How does Sequins and Sand make money?
Four revenue lines are on record. E-commerce Product Sales are the primary driver. The others are swimsuit Stylist Service, masterclasses and Online Courses and VIP Membership.
Who are Sequins and Sand's main competitors?
Direct peers on record are Amoena, Figleaves, Swimsuits For All, Summersalt, Cupshe and Sunsea Swim (plus-size specialty retailers). Eloquii is listed as an emerging player. Broad incumbents are Natori, Kohl's and Lands' End Swim.
Does Sequins and Sand have an API?
No public API is recorded for Sequins and Sand.
What industry is Sequins and Sand in?
Sequins and Sand's product category is Women's Specialty Swimwear & Resort Wear E-commerce. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 458110 and its SIC code is 5600.