Julie Stevanja advises entrepreneurs to own responsibility for every outcome of their business, saying "no one will do it for you". Photo / Supplied
Julie Stevanja advises entrepreneurs to own responsibility for every outcome of their business, saying "no one will do it for you". Photo / Supplied
Julie Stevanja has conquered the world with her business and now she reveals why the biggest brands want in on the growing empire.
When you have major sports labels like Adidas, Nike and Beyonce's Ivy Park brand wanting to be part of your business, you know you're on to something good.
Julie Stevanja, 38 wanted a one-stop-shop for premium activewear which didn't exist, so in 2012 she quit her corporate banking job to build one herself.
Julie Stevanja is only 38 years old and she has already conquered the fitspo world with her online activewear business, Stylerunner. Photo / Supplied
With zero retail experience, Julie took a massive risk having invested all her savings into fulfilling a dream she hoped would take off. And that it did.
Her idea went on to become an e-commerce platform that would power the world's first activewear online destination.
It started with just three employees, Ms Stevanja, her twin sister Sali who was co-owner at the time and a graphic designer, in a small rented Sydney office that was enough to fit her couch from home and kitchen table.
It has now turned into a $50 million empire with 30 employees and ships to 100 countries.
Within the first three years of the business, Stylerunner grew by 1736 per cent.
"We started off doing 20 hour days, we would have turns taking naps on the lounge to get through — we were doing everything from brand identity, pitching to suppliers, buying, photoshoots and customer service until we felt comfortable enough we had a business opportunity," Ms Stevanja told news.com.au.
She dived in without having any retail experience but said it was a blessing in disguise "because we didn't approach buying the same way everyone else at the time and we were turning over stock so quickly."
Julie Stevanja with personal trainer Kayla Itsines who boasts a massive 10.2 million Instagram followers. Photo / Instagram
Stylerunner stocked 11 small emerging brands when it started, now it's got more than 70 including Vie Active, P.E. Nation, FILA and three labels of its own.
It didn't take long for the big name brands to notice the rapidly growing Aussie business which was dominating the Instagram space and creating a buzz in fashion-forward sportswear market.
"When we launched to fill that space, the big players like Nike and Adidas took notice and partnered with us to sell their more directional women's ranges that were not suitable for existing mid-market sports retailers," Ms Stevanja said.
Adidas was the first to jump on-board, offering the sisters its Stella McCartney for Adidas range.
"I remember we were kicking each other under the table at the lunch meeting," Ms Stevanja said. "They started telling us why Stella would be a good fit for us — it was the first brand in the space and pinnacle brand for us. That was a huge moment for us."
The success continued when more brands agreed to join the online activewear hub, with social media playing a huge role — attracting the likes of celebrities and influencers including Gigi Hadid and Kelsey Wells.
"One of the main reasons we grew so quick in first few years is because of social media. It has been vital," Ms Stevanja said.
"Leveraging social media allows you to quickly reach consumers, sites like eBay, Etsy, podcasts and apps are all providing an environment where becoming an entrepreneur can be a legitimate career path for almost everyone."
Ms Stevanja said taking advantage of trends also plays a huge role.
"When Kim Kardashian started wearing bike shorts this year, we were one of first retailers who chased that opportunity and stocked a huge selection via our own brands (Flight Mode, New Guard). It sold out within minutes with 200 people on standby."
What was once considered the great Australian dream to own your business is now becoming the norm and Ms Stevanja is not surprised.
According to Vistaprint Australia, marketing specialist and small business advocate, one in four Millennials already own their own businesses with 41 per cent planning to start their own in the future.
"A lifelong career in a safe, well paid, corporate environment is no longer the end goal for Millennials with a sense of purpose," Ms Stevanja said.
"With technology moving so quickly, many of the traditional barriers to starting a business are being removed."
However, Ms Stevanja warned that the old rules of business still apply.
"Having a great idea that fills a gap or solves a problem, a clear business plan, adequate funding, correct business structures to manage risk and marketing strategies are as important as ever to ensure success."
"Make sure people out there are willing to spend money on your product before you invest everything in it."
She teamed up with Vistaprint, marketing specialist and small business advocate, to pass on some of her knowledge, in the hope that it might spur on the 41 per cent of Millennials who want to set up their own business do exactly that and like her, never look back.
"It still feels really surreal, I probably don't stop and appreciate it enough … to think that just a few years ago, it was just an idea."
The research also revealed that 29 per cent of business owning Aussies started up their own business because they were sick of working for someone else. New South Wales and Victoria are the most popular start-up states.
