Budgy Smuggler HQ Hosts ICMS Students for Industry Insights

ICMS students recently swapped their lecture rooms for the vibrant headquarters of iconic swimwear brand, Budgy Smuggler, in Manly.  

The visit was a unique opportunity to gain real-world industry insights, bridging the gap between classroom theory and practical application. 

From Rugby Dreams to Business Success

Adding a special twist to the experience, the students were welcomed by General Manager Brenden Hartmann, an ICMS alumnus whose career serves as an example of where an ICMS education can lead.  

Brenden talked about his early experiences after ICMS, sharing how he put off his final term to focus on playing rugby.  

“Basically, I had a failed attempt at trying to play rugby properly. And I work here, so that didn’t work. But I did chase that for a little bit,” he laughed.  

His rugby team’s custom swimwear order ultimately connected him with Budgy Smuggler’s founder Adam Linforth, marking the start of an unexpected yet successful and fulfilling career. 

By 2015, Brenden had become Budgy Smuggler’s first full-time employee.  

From modest beginnings helping Adam with basic tasks, Brenden steadily took on more responsibility, eventually rising to his current role as General Manager.  

“I literally started work the next day, just a couple hours a day, a couple days a week, helping [Adam] send some orders and [email] people and whatever, and I just rolled from there,” Brenden reflected. 

His growth shows the importance of being flexible and taking advantage of opportunities. 

Behind the Scenes of a Global Swimwear Icon

During the visit, students toured Budgy Smuggler’s operational hub in Manly – which is also where the ICMS Northern Beaches Campus is located – learning about its expansion into international markets like the UK and France.  

Brenden detailed the strategic decisions behind the company’s growth and the guiding principles that have shaped the brand.  

“We’ve built Budgy Smuggler on some guiding principles… celebrating its Australian identity, ensuring uncompromising quality, and having a laugh,” he shared. 

Commitment to Local Manufacturing

He spoke passionately about the brand’s commitment to producing in Australia, despite growing market pressures.  

“There’s a bigger purpose to us manufacturing in Australia… And we’re proud that we’re doing that,” he explained.  

He also highlighted the use of modern automation to streamline manufacturing while preserving local jobs. 

Coaching the Next Generation of Leaders

Today, Brenden leads a team of around 60 staff and sees his role as a coach.  

“Essentially, I’m just coaching 35 people to do their job really well… as long as they do it better than anyone else,” he noted, which is the leadership philosophy that drives his success. 

A Day Filled with Inspiration and Insights

For ICMS students, the visit to Budgy Smuggler HQ highlighted how a niche idea can bloom into a global brand.  

With leaders like Brenden paving the way, today’s students are inspired to pursue their own career goals with confidence.  

Brenden’s story is proof that creativity, persistence, and a strong education can lead to extraordinary achievements in competitive global markets.