GONE BANANAS: An Interview with Owner Andrew Desiderio
05 October 2023
LOCATED IN SAN DIEGO'S FAMOUS MISSION BEACH DISTRICT, JUST STEPS FROM THE PACIFIC OCEAN, GONE BANANAS HAS LONG BEEN THE GO-TO DESTINATION FOR BEACH LOVERS.
STEPPING OVER THE THRESHOLD INTO A PROFUSION OF SWIM COLLECTIONS
ALONGSIDE SUMMER APPAREL AND ACCESSORIES, CUSTOMERS ARE GUARANTEED TO
FIND EVERYTHING THEY NEED FOR A PRIME BEACH EXPERIENCE. ANDREW DESIDERIO
TELLS US HOW THE BUSINESS EVOLVED AND WHERE HE IS TAKING IT.
Please tell us about the history of Gone Bananas.
It was founded in 1975 by my father Tom O'Hara originally as an apparel business which at one point counted 6 stores.
Gradually,
in the 1990s, as winter items fared less well, swimwear became a bigger
part of the product base and ultimately, we became predominantly a
beach store in the early 2000s. Today we have a 2500 square foot
boutique offering an array of high-quality swimwear products as well as
related items
and it has gone from being a beach store to a more upscale swimwear store.
You have taken over the business as managing partner.
I had worked in the family business but I had been taking a different
direction. However, I took on the role as of September 2019 when Tom
retired which was of course very challenging as only months
later
Covid hit. It was fundamental to review the old ways from a new
perspective and I immediately engaged to contribute in that sense. As
for everybody it accelerated our technological process which became
urgent.
Who do you cater to and how many brands
do you keep?
Our typical
customer is the 18 to 35-year-old beach lover and pool-goer;
trend-lovers and setters who travel and want a high-quality product. The
number of brands changes from year to year but it ranges from 50 to 60
we like to have a large variety; diversity of brands and product is our
strength.
Can you tell us a bit about the brands and what sells best?
Our bestsellers are Luti Fama, Ispace, Despi, Bond-Eye and this year's new sensation Kulani Kinis. We specialize in trendy and cheeky swimwear. Triangle tops and Brazilian bottoms are always our best product. In recent years high-leg bottoms were our top style bottom however we are starting to see the rise lowering a bit.
Bandeau tops have also been doing very well this year. As for trends, textured fabrics and metallics with a soft handfeel are as strong as ever while the color green is predominant.
How do you display the product?
We have all our product on the floor, we don't keep any backstock, customers often have a sense of awe when they enter. To make it easier for them most of our displays are divided by color with a few sections divided by brand. I would call it a bikini palace!
How do you choose which new brands to add?
We attend trade shows in California and Florida, we also listen to customers, what their requirements are and what brands they are looking for. We will buy from someone making their first collection as we will from well-established companies. We have a good feel of what the customer wants and we will go for good quality no matter the price point.
As for staff how are you organized?
We are a very seasonal business so we have both seasonal and year-round staff. In peak season we have 15- 20 assistants and in the off season we will have half the number.
Do you organize events and engage with the community?
This
aspect has become increasingly important. We have monthly events and we
partner with local universities and networking groups who can use the
store as a venue. We are well known but San Diego is a
B TARAS
citu that has a lot of turnover, so reaching out to the community needs to be done constantly.
How have vou changed over the years as a business?
As
a store with a fifty-year history I can say we have lasted so long
because of our ability to evolve with changing dynamics both in the
industry and retail in general. In the last few years, and especially
since the pandemic, we have fully embraced the "experience" aspect of
shopping. Our strength is our brick and mortar experience. More than
ever in recent years we have worked on making sure that whenever a
customer comes to Gone Bananas they are able to have a valuable and
enjoyable shopping experience which goes beyond spending their money for
a good.
What about your online sales?
They have been growing
consistently over the last 4-5 years, we have a very efficient team and I
do see it as a segment for future growth.
What are the short-term challenges you foresee?
A
lot of micro designers are popping up and due to the direct-to-consumer
saturation there has been a consistent margin erosion for retailers.
So, we need to give value to our efficiency as well as training the
consumer to the more enriching shopping experience alongside an education
of what is behind a high-end product. We try to establish what sets
apart the value of a designer or a high-quality swimsuit from a fast
fashion suit and mu lob is to make sure that whatever product I buy has a
strong perceived value and that it is fair for the price we are
retailing it at.
Another challenge is mitigating overbuying yet still
having a strong enough variety as well as countering the attrition due
to strong brands withdrawing from selling wholesale making it more
difficult to source product.
How do you see this business evolving?
I had this conversation recently with Tom, of course we would like it to last
another 50 years. It takes patience and above all we need to listen to
our customers. Swimwear is an essential good for the beachgoer, for the
San Diegan and for the social consumer.
We have a strong product and
giving a good shopping environment is going to continue being
fundamental. That may change in ways we are not able to see but we need
to be open to evaluating what those changes are. I don't dictate what my
consumer wants, my consumer dictates what my business will be like. And
ultimately, my role is to continue Tom's legacy appropriately, keeping
our core identity while continuing to evolve.
Website www.gonebananasbeachwear.com
Instagram @GoneBananasBeachwear
TikTok @GoneBananasBeachwear
Retail store
3785 Mission Blvd.San Diego, California 92109Mon - Fri, 10:00am - 8:00pm
Saturday, 10:00am - 6:00pm
Sunday, 10:00am - 6:00pm
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