Under the Umbrella: Co-founder Krista on My Daily Business Podcast

Fiona Killackey of My Daily Business sat down with our co-founder Krista Huebner for a candid chat about how Basil Bangs came about and how the brand has maintained its commitment to quality and design while scaling internationally. This is an absolute masterclass (in our humble opinion) in building a brand with intention, navigating the challenges of a family business , and understanding the reality of what it takes to grow a business sustainably for over a decade.

We’ve pulled out all the juicy highlights from this incredible chat for you in our latest blog summary below, and then tune in to the podcast to listen to the full, unabridged episode. As you read, please enjoy some images from our archives, featuring early photoshoots, young(er) Mike and Krista, wonderful collaborations, and some of our OG beach umbrella shots which we still get sentimental about looking back.

The journey of a beloved brand often starts with a simple, relatable moment. For Basil Bangs, that moment arrived in 2009 when co-founder Mike Durante couldn't find a beach umbrella that was both beautiful and functional to give as a wedding present. This search sparked a "what if" moment that evolved into Basil Bangs as you know today, a much beloved Australian brand celebrated for its premium outdoor umbrellas, outdoor furniture, and lifestyle essentials.

What began as a side hustle among four friends soon found its footing. Mike, an industrial designer, and Nick, a creative entrepreneur, were the initial drivers, while Krista and her friend Lauren brought their marketing and communications backgrounds to the table. The brand's strong name, Basil Bangs, was conceived as a persona - a fictitious 1970s French free surfer with a taste for the good life, sandy feet, and an appreciation for quality design. This character shaped the brand's aesthetic and ethos: serious about quality, but not taking life too seriously.

Things got real for them when a much respected retailer, Terri from Top3 by Design placed the very first order. That was the tick of approval that turned their passion project into a real business venture.

The evolution of Basil Bangs’ product line is a story of organic growth, mirroring the founders' own lives. The initial focus was on perfecting the beach umbrella, creating a product that added value to people's beach experiences with a focus on longevity and performance. As Krista and Mike started their own family, new needs inspired new creations.

Spending time on the floor with their babies led to the "Love Rug," a beautiful and practical take on the picnic rug. The challenges of family meal times with small children sparked the idea for stylish, spill-proof tablecloths, bringing the durability of outdoor fabrics to indoor settings. This intuitive approach, growing the brand in alignment with their lifestyle, ensured their products were always designed with the customer genuinely in mind.

Navigating the competitive landscape, especially during the COVID-19 pandemic when many new umbrella brands emerged, tested their resilience. Krista admits it was challenging to see the market become commoditised, with prices dropping and designs becoming homogenous. However, Basil Bangs stood apart through its commitment to superior quality, its own custom frame, and a patented hinge mechanism developed by Mike.

They have always positioned themselves at the high end of the market, confident that customers who invest in their products receive lasting value. This unwavering focus on quality has been their anchor in a crowded marketplace.

For Basil Bangs, growth has been a considered and thoughtful process. An early dip into international expansion made them realise the importance of a clear strategy and the ability to scale without sacrificing quality or customer service. Rather than chasing rapid, aggressive growth, they've opted for a more sustainable path, choosing to work with trusted distributors, which allows them to focus serving their core Australian market.

Krista emphasises that for them, being big doesn't necessarily equal being great. Their growth is about building a sustainable business where their team feels supported and their customers feel valued.

Running a business as a married couple comes with its own unique dynamics. Krista and Mike have found success by respecting each other's distinct roles and strengths within the company. Mike, the 'numbers guy' and technical product designer, focuses on development, while Krista leads the creative and communications side. This yin and yang partnership, built on trust, is fundamental to their success as a business and partnership.

And success? Ultimately, the story of Basil Bangs is more than just products; it's about being part of life's cherished moments. From a 50th birthday celebration under their umbrellas at a restaurant to a family picnic on one of their rugs, the brand has become woven into the fabric of their customers' lives. This connection is what drives Krista and the team. Their measure of success isn't just revenue, but the ability to take a holiday knowing the business and their team are thriving, and the satisfaction of creating meaningful products that bring joy and lasting quality into people's homes and lives.