Air Force Veteran Uses Amazon to Build Activewear Business, Ship Customers’ Orders

After an embarrassing mid-workout incident, U.S. Air Force veteran Angel Johnson was inspired to do something about thin, poorly made leggings. In 2019, she founded the activewear brand ICONI, which features squat-proof, size-inclusive workout gear so gym-goers can feel confident and comfortable as they exercise. Today, ICONI sells more than 20,000 tops, shorts and other workout-related items nationwide.

However, when Angel started her business, she didn’t have a plan for delivering customer orders quickly and reliably.

“I was so focused on growing ICONI that I didn’t have time to think about the logistics of sending my clothes across the U.S.,” she said. “That’s where Amazon came in.”

Amazon’s fulfillment services make it easy for Angel to store and ship her products, saving her time, money and stress. Angel used to pack her orders at home and mail them from the post office. Now, Amazon sends ICONI clothes directly from its warehouses. Angel’s customers enjoy fast, reliable delivery, and she has more time to test new fabrics and design new clothes. Amazon’s cost-effective marketing and advertising tools, such as its tips for enhancing listings and its sales and ad tracking dashboard, help Angel attract new customers and grow her business.

Angel worries that the Federal Trade Commission’s (FTC’s) lawsuit targeting Amazon could make it much harder for her to find customers and deliver their orders. She wants lawmakers and regulators to understand that Amazon’s reach, advertising tools and efficient logistics and shipping services make it a valuable platform for thousands of small business owners like her.

“If they restructure Amazon’s marketplace, how will that affect my business?” Angel said. 
Learn more about Angel and ICONI at https://iconi.com/