Business owner behind popular brand announces shock closure after 15 years: ‘Truly end of an era’
The business owner behind a popular swimwear brand has announced its shock closure after 15 years – leaving shoppers stunned by the unexpected news.
CEO Karina Irby, from the Gold Coast, confirmed she had closed Moana Bikini for good, launching a massive flash sale to clear all stock.
‘Well… this feels weird to say. Moana Bikini, as you’ve known it, has come to an end,’ the founder said in an Instagram post.
‘What started as bikinis grew into something so much bigger, a community, a feeling, a space where so many of us found confidence in our own way.
‘And if I’m honest… it outgrew ‘just a bikini brand’ a long time ago.
‘This isn’t the end. It’s an evolution.’
In a bittersweet post, Karina shared a video of the team putting Moana Bikini to rest with a mock funeral. The group was seen holding a casket filled with old stock.
Many loyal customers were devastated by the news, but the owner reassured everyone: ‘It’s not going anywhere, it’s just evolving.’
Karina Irby has announced the shock closure of her popular swimwear brand Moana Bikini after 15 years – leaving shoppers stunned by the unexpected news
Over the last four years, Karina has been juggling two different businesses – Moana Bikini and The Smile Club under ‘Moana Smile Club’.
It made sense for her to combine everything under a single brand.
Moana Bikini has since been rebranded as ‘Smile Club’, turning it into a one-stop shop that extends beyond swimwear to beachwear, activewear, sleepwear, and everyday pieces.
‘Running two brands with the same community actually started to feel more confusing than helpful, so bringing it all under one name makes everything stronger and clearer moving forward,’ she explained.
‘Moana Bikini started with cheeky cuts and a carefree mindset, but it was always about more than swimwear. It was about confidence, comfort in your own skin, and feeling good just as you are.
‘As you grew with us, you asked for more, more joy, more colour, more comfort. That’s how The Moana Smile Club came to life, built on one simple idea: Smile. Pass it on. Now, it’s time to bring everything together.’
Many shoppers were sad but excited for what’s to come, with one sharing: ‘I almost started crying because I love my Moana Bikinis so much and thought you were shutting it completely down… I couldn’t take losing you.’
Over the last four years, Karina has been juggling two businesses – Moana Bikini and The Smile Club under ‘Moana Smile Club’. It made sense for her to combine everything under one brand
She confirmed she had closed Moana Bikini for good, launching a flash sale to clear all stock
Moana Bikini has since been rebranded as ‘Smile Club’, turning it into a one-stop shop that extends beyond swimwear to beachwear, activewear, sleepwear, and everyday pieces
‘Truly end of an era! Felt poetic placing one final order after so many Moana years,’ another revealed.
‘This makes me a little emotional – I remember when you first started your business! I’m so incredibly proud of you and all the hard work and dedication you’ve put in to get where you are today. Keep shining bright,’ one shared.
‘Still makes me so sad,’ another added.
‘Ugh why is this so sad to me? RIP Moana,’ one said.
Many described the rebranding as ‘iconic’, ‘brilliant’ and ‘top tier’.
Meanwhile, some were confused over the new brand ‘Smile’, with one sharing: ‘I don’t want to be a hater because I love Moana, but the new name makes me think of dental care.’
Karina clarified while laughing: ‘I promise we’re not pivoting into dental care.
‘Moana will always be such a huge part of our story, that name built everything. But we’ve actually had @moanasmileclub and The Smile Club running alongside it for four years now with our activewear and pyjamas.
‘This is just us stepping into a bigger vision beyond just swim. It might feel strange right now, but the heart behind it hasn’t changed at all.’
