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Tag: Seafolly

  • Aussie Swimwear Sensation Seafolly Dives into China Market: A Global Expansion Milestone

    Aussie Swimwear Sensation Seafolly Dives into China Market: A Global Expansion Milestone

    Seafolly, the renowned Australian swimwear brand, has officially entered the Chinese market, marking another significant milestone in its ongoing global expansion. This move trails closely behind the brand’s recent launches in the United States and the United Arab Emirates.

    Engaging the Chinese Market with a Tailored Strategy

    Recognizing the increasing demand for high-quality swimwear in China, Seafolly has developed a unique ‘go-to-market’ strategy. This approach is designed to facilitate consumer discovery and engagement with the brand while promoting its shopping experience.

    To bolster this expansion, Seafolly has laid the groundwork by inaugurating an office in Shanghai. This move equips the brand with an on-site team to manage local operations, forge partnerships, and steer the brand’s development in the Chinese market.

    In addition, Seafolly has marked its presence on popular Chinese social commerce platforms such as Rednote, Douyin, and Tmall. This digital outreach aims to leverage the advantages of these platforms to introduce the brand to potential customers and engage with them effectively.

    Creating Connections through Influencer Partnerships

    As part of its introductory phase, Seafolly has partnered with influencers and launched livestream campaigns. These initiatives have already garnered high engagement rates and positive consumer sentiment, paving the way for a successful official launch.

    Brendan Santamaria, CEO of Seafolly, commented on the expansion, stating that their international markets have demonstrated impressive momentum, and there is a growing affinity for premium Australian lifestyle brands in China. He further added that having a local base in Shanghai enables the brand to establish an authentic connection with its consumers and build the brand effectively.

    In the coming months, Seafolly plans to launch physical stores in China, providing a tangible, immersive experience to its customers.

    Questions & Answers

    What is Seafolly’s strategy for its expansion into China?
    Seafolly’s approach is a locally tailored ‘go-to-market’ strategy, aimed at helping Chinese consumers discover and engage with the brand. The company has also opened an office in Shanghai to manage local operations and brand development.

    How is Seafolly leveraging digital platforms in its Chinese market entry?
    Seafolly has marked its presence on multiple Chinese social commerce platforms, including Rednote, Douyin, and Tmall. It has also established partnerships with influencers and launched livestream campaigns, which have generated strong consumer engagement.

    What are Seafolly’s future plans in China?
    In addition to its digital outreach, Seafolly plans to establish physical stores in China later this year, providing customers with a more immersive, tangible brand experience.

  • Seafolly on the search for sales after entering administration

    Seafolly on the search for sales after entering administration

    The Covid-19 pandemic has claimed another regional fashion label, with Australian swimwear and beachwear brand Seafolly collapsing into administration yesterday.

    Scott Langdon and Rahul Goyal of KordaMetha Restructuring were named as administrators, citing the pandemic as a key reason for the collapse.

    Langdon confirmed KordaMentha will immediately begin a sale of the business process.

    Seafolly has 44 stores in Australia and 12 overseas including about four in Singapore. It recently launched on Tmall in Mainland China hoping to get traction in that market.

    “Given the quality of the brand and its reputation, there will inevitably be a high level of interest in purchasing the business,” Langdon said.

    Seafolly’s Australian stores will continue to trade, and all gift cards and reward points will continue to be redeemable.

    Seafolly joins Australian retailers including Tigerlily, G-Star Raw and Hong Kong-owned Jeanswest in collapsing under the pressure of the pandemic.

    Seafolly is owned by US private-equity investment company L Catterton, in turn controlled by the Arnault family which owns LVMH. The foreign ownership may have made it impossible for the business to receive the Australian government’s JobKeeper wage subsidy.

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  • Seafolly growing in Chinese market

    Seafolly growing in Chinese market

    Australian swimwear brand Seafolly is expanding into China, with its launch on e-commerce platform Tmall Global next month.

    The move is a noteworthy departure from the Australian retailers and brands that have been expanding into China in recent years, namely those selling milk, supplements and cosmetics.

    But according to Global Industry Analysts, the swimwear and beach casual wear market is on the rise in China, with an average of 9.6 per cent annual market growth from 2013 to 2017, and it is expected to remain strong over the next five years.

    Seafolly global CEO Paul Kotrba sees this growth as an opportunity to sell the brand’s unique beach lifestyle to Chinese consumers.

    “The swimwear industry today is very dynamic and growing at a rapid clip globally, especially so in China where it is forecast to grow close to 10 per cent each year through 2022, thus opening up an opportunity for Seafolly to be the first premium fashion swimwear brand in the market,” he said.

    Kotrba noted that Seafolly is already known to many of the 1.4 million Chinese tourists who have visited Australia in the past 12 months and said there are millions more fashion consumers in China who “love Australian products and brands”.

    Seafolly recently added Alipay as a payment option in certain retail locations in Australia, a sign of the increased demand for Seafolly products amongst Chinese tourists.

    The business has been working towards the Tmall Global launch over the past three months, with teams in Sydney and Shanghai. The private-equity-backed company will be running a series of marketing campaigns to support the brand’s development overseas.

    The brand will join over around 2,000 Australian brands on Alibaba’s e-commerce platforms when it launches on Tmall Global in July.

    “As Australia’s iconic swimwear brand, we are delighted to welcome Seafolly onto Tmall Global and we are excited by the growth and opportunities in the swimwear category,” said Maggie Zhou, managing director of Alibaba Group in Australia and New Zealand.

    Chairman and managing partner of the majority shareholder private equity group, L Catterton Asia, Ravi Thakran, said the move represents a significant step in the journey to create the world’s most iconic swimwear and beach lifestyle brand.

    “[We] look forward to continuing to work alongside the team to expand the brand in existing and new markets around the world,” Thakran said

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  • Seafolly eyes off China in further expansion

    Seafolly eyes off China in further expansion

    Armed with a mandate to pursue global growth, Seafolly’s new chief executive Paul Kotrba is eyeing off an expansion into China to further build on the Aussie swimwear brand’s international business, less than a month after opening its first retail store in Europe.

    The former LVMH executive has been busy since joining the 43-year-old business in January, overseeing the final stages of an e-commerce relaunch and bedding down a deal for a flagship store in France’s renowned Rue D’antibes shopping precinct in Cannes.

    But now the retail veteran is looking east to untapped potential in the world’s largest state, in what could be Seafolly’s first significant step in Asia since launching retail stores in Singapore eight years ago

    “We’re looking at China really closely,” Kotrba told. “For cultural reasons and preference, the swimwear category doesn’t have a big footprint … you don’t see a standalone global swim fashion house trading in the market.”

    Kotrba is no stranger to China, having overseen DKNY’s expanding presence in Asia during his time with LVMH, an experience that’s left him both bullish and cautious on the notoriously fickle market.

    “We want to be very methodical and careful,” Kotrba explained. “It’s super competitive and the Asian customer is more educated than most customers around the world … you really need to put your right foot through the door.”

    The swimwear brand, which now sources as much as 45 per cent of its annual revenue outside of Australia, already has three stores in Singapore and has been learning and adjusting its Asian offer for some time.

    Kotrba was tight lipped on specifics but has come to the company looking to drive the international part of its business at a time when the Australian retail sector has come under pressure.

    Australia is still Seafolly’s largest market with 23 stores but a subdued outlook for discretionary retailers is dictating caution.

    “We’re optimising our footprint, I’m not sure we’ll be growing it by significant numbers,” Kotrba said of the company’s local retail presence.

    European pop-ups in the pipeline

    Instead, alongside Asia, Europe has been earmarked for retail growth. With an initial store in France now up and running Kotrba said Seafolly will look to pursue pop-up stores throughout the continent over the European summer.

    “If you’ve spent a summer in Europe you’re familiar with the places that the majority of people go in July and August [such as Mykonos, Greece] … having a short-term presence in some of those key locals is something we’re looking into.”

    Europe, predominately through an extensive wholesale network and concessions in French and British department stores, currently accounts for 20 per cent of Seafolly’s total revenue, with France growing by 46 per cent y/y in 2017.

    The strategy is to test the waters -literally- with pop-up stores, which will then inform decisions about where to establish more permeant operations throughout the Euro-zone.

    Kotrba did not say whether Seafolly had a store target for Europe in mind, but the business will proceed with caution in light of the disruption plaguing bricks-and-mortar retail globally.”

    “We don’t want to open flagships indiscriminately … everyone is coming to grips with the challenging landscape,” he said.

    Seafolly also recently launched new e-commerce platforms in Australia the US and Singapore, introducing a new interface and a variety of new functions.

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  • Former DKNY Commercial Head, Paul Kotrba joins SEAFOLLY as Chief Executive Officer

    Former DKNY Commercial Head, Paul Kotrba joins SEAFOLLY as Chief Executive Officer

    Paul Kotrba has been appointed SEAFOLLY’s new CEO. This international appointment will enable SEAFOLLY, the 42-year old Australian swimwear powerhouse, to further develop its global growth potential.

    Originally from Vienna, Austria, Kotrba is an experienced global retail executive with over 15 years spent in New York City at Donna Karan and DKNY during the period of ownership under LVMH. There he successfully built brand equity by leading the execution of the groups’ commercial growth strategy across the US, Europe, Middle East and Asia.

    Paul Kotrba: “I am very much looking forward to joining the SEAFOLLY team and for us to expand this powerful Australian brand across the globe. It is impressive what the founders and the management team have accomplished and to experience the loyal following the brand has, especially here in Australia. I believe there is now a real opportunity to build SEAFOLLY into the world’s number one iconic swimwear and beach lifestyle brand.”

    Commenting on the appointment, Chairman and Managing Partner of the majority shareholder private equity group, L Catterton Asia, Ravi Thakran, stated: “Paul’s appointment is another significant step in our journey in continuing to expand the brand that Peter and Anthony Halas have successfully built over the last four decades. Paul’s leadership and experience will be a huge asset to SEAFOLLY in the next stage of growth and bring us closer to becoming the world’s most recognized brand in this exciting category.”

    Founded in 1975 by Peter & Yvonne Halas, the SEAFOLLY brand was led by Anthony Halas since 1998 when he became CEO, and subsequently grew the business across several international markets in Europe, North America and Asia.

    Anthony Halas, who remains a Non-Executive Director and shareholder stated, “Paul’s extensive commercial acumen and experience building brand equity in established and emerging markets is second-to-none. His international experience combined with SEAFOLLY’s unique history is a success formula for the brand’s future.”

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  • L Catterton Asia launches beachwear platform

    L Catterton Asia launches beachwear platform

    Australian swimwear brand Seafolly and Colombian beachwear brand Maaji are the first signings for a global lifestyle platform launched by L Catterton Asia.

    Based in Singapore, L Catterton Asia is an arm of private equity firm L Catterton, formed last year through a partnership between Catterton, LVMH and Groupe Arnault. It will be the controlling shareholder of the combined business, with the Maaji and Seafolly founders as minority shareholders.

    It is the first step in the aggregation of the fragmented swimwear/beachwear industry.

    Seafolly was founded in 1975 by Peter and Yvonne Halas, and has been led by Anthony Halas since he became CEO in 1998. He has built the business across international markets in Europe, North America and Asia. L Catterton Asia acquired a controlling interest in the brand in December 2014, and now it is sold in 41 countries (there are four stores in Singapore) as well as online.

    Maaji was founded by sisters Manuela and Amalia Sierra in 2002, and has a presence in more than 54 countries.

    “With this unparalleled combination of Maaji and Seafolly we look to grow our portfolio and create the largest independent house of beach lifestyle brands,” says L Catterton Asia chairman/managing partner Ravi Thakran. “This combination will drive many synergies, including geographic expansion, retail rollout and product sourcing.”

    L Catterton Asia’s goal is to preserve each brand’s DNA and heritage, while enabling the brands to enhance their global growth.

    Previously known as L Capital Asia, L Catterton Asia was launched in 2009 and manages more than US$1.6 billion across two private equity funds, and more than US$2 billion including co-investments. It has offices in Singapore and Mauritius, with further regional advisory presence in Hong Kong, Mumbai, Shanghai and Sydney. Its investments include Charles & Keith, Crystal Jade, Pepe Jeans Group and YG Entertainment, which promotes Korean singers and entertainers like Big Bang and Psy.

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