GONE BANANAS: An Interview with Owner Andrew Desiderio

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.

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