Vogue appearance helps launch Hartlepool swimwear business

Retail start-up MadLo & Co secures distribution contract with Columbrian brand

Phillip G Yuill Anna Yuill of MadLo & Co
Anna Yuill of MadLo & Co

A recently launched swimwear business has got off to an enviable start, after becoming the UK’s only supplier of a stylish Columbian brand and featuring in Vogue magazine.

The Hartlepool-based MadLo & Co Beachwear, which launched around two weeks ago, offers products for women and children from a range of seven designer brands from across Europe, the UK, the US and Australia, as well as being the exclusive distributor for Le Mar Swimwear, which is only made in Columbia.

Founder Anna Yuill, whose background is in PR and marketing, got the idea for the business after travelling extensively abroad and spending “a fortune” on quality swimwear she was unable to find in the UK, especially during the winter months.

After around six months of research and deciding what brands she should stock, she came across Le Mar in Miami and decided to add it to the range.

Through a stoke of good luck, Vogue last month ran a Beach Chic edition, featuring the brand - and mentioning it’s UK launch.

“As a North East-based business, we are thrilled to have launched with such a great international brand to put us on the map,” Yuill said.

“Le Mar is hugely popular in America and I think it will be in the UK.

“We have worked hard to build a good relationship with the brand and are looking forward to providing their sophisticated brand of swimwear to our UK customers as well as overseas.”

The Le Mar Aztec Goddess One-piece swimsuit
The Le Mar Aztec Goddess One-piece swimsuit

The Vogue appearance, Yuill added, has already generated significant interest in her website, www.madloandco.com

Social media has also proved a crucial tool in marketing the business.

“I was a bit worried about ordering items and getting the quantity right,” Yuill admitted.

“It’s been a learning curve but it’s also been encouraging so far. Ultimately, I’d like to do my own range and introduce a men’s line as well.

“We’re starting small, but it’s my intention to grow the business.”


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