Linda Haußer, Janthee Berlin: How Celebrities Pay for Premium Bikinis and Then Advertise Them

About this episode

Linda Haußer has achieved something with Janthee Berlin that most founders only dream of: celebrities like Kendall Jenner pay for her premium bikinis and then advertise them. As founder and CEO of the lifestyle brand, she has developed a marketing strategy that turns traditional influencer marketing on its head.

The Unconventional Marketing Revolution

While other brands spend massive amounts on influencer collaborations, Haußer has chosen a different path. Instead of paying celebrities to promote her products, she ensures they buy her premium bikinis and then post about them organically. This strategy has made Janthee Berlin a globally growing brand.

The question that arises: Would this sophisticated technique still work today? Haußer openly discusses the evolution of influencer marketing and why authenticity has become crucial in today's social media landscape.

Different Thinking from Day One

Even with her first collection, Haußer relied on unconventional marketing approaches. While many fashion startups begin with traditional advertising or expensive PR agencies, she developed a strategy that put organic growth and genuine recommendations at the center.

The challenge: getting influencers to work for the brand for free. Haußer's answer lies in product quality and how she builds relationships with content creators. It's not about traditional payment, but about genuine enthusiasm for the product.

Current Status and Team Building

Janthee Berlin now stands at an interesting point in its corporate development. As a globally growing brand, the company must scale without losing the authenticity that drove its original success.

The team has grown accordingly, but Haußer is careful to preserve the company culture that enables innovation and direct customer contact. The challenge lies in maintaining the personal touch while the company expands internationally.

Long-term Vision and Networking

The vision for Janthee Berlin extends beyond premium bikinis. Haußer sees the company as a lifestyle brand that can cover various areas. Networking plays a crucial role in this – not just for marketing, but also for the strategic development of the company.

Interesting is Haußer's approach to networking: it's not about superficial contacts, but about genuine relationships that benefit both her and Janthee Berlin in the long term.

Overcome Challenges and Learnings

Like every growing startup, Janthee Berlin had to overcome various challenges. From production problems to scaling difficulties to the complexities of international distribution – Haußer openly shares which hurdles she had to overcome.

Particularly valuable are her insights about what she wishes she had known about founding earlier. These learnings show that even successful founders go through a continuous learning process.

Advice for Other Founders

Haußer's most important message to other founders lies in authenticity and the courage to take unconventional paths. Her experience shows that successful brands don't always have to follow established marketing rules.

Instead, it's about recognizing your own strengths and developing creative solutions that fit the brand and target audience. Janthee Berlin is an example of how innovative marketing strategies and product quality can lead to sustainable growth.