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Tag: swimwear

  • 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.

  • Pringles & Budgy Smuggler Debut Sizzling Summer Swimwear: Infusing Iconic Flavours into Fashion!

    Pringles & Budgy Smuggler Debut Sizzling Summer Swimwear: Infusing Iconic Flavours into Fashion!

    Pringles has joined forces with Budgy Smuggler to unveil a new summer collection that includes swimwear and beach-themed accessories. This collaboration unites two dynamic and vibrant brands in a unique partnership.

    A Dynamic Collaboration

    Ileana Andrei, the Senior Brand Manager for salty snacks at Pringles, commented on the partnership, saying it perfectly embodies the essence of summer – high energy and making the most of every moment. Andrei emphasized that the union of these two brands captures this spirit flawlessly.

    The limited-edition collection incorporates prints influenced by Pringles’ most popular flavours. Included in the line are a bikini and a one-piece swimsuit for women, bucket hats, towels, and a unique holder that allows a Pringles can to be fastened to swimwear.

    Manly Store Takeover

    To coincide with the launch, a takeover event at a store in Manly was organised by the collaborating brands. The event includes the giveaway of 20 unique “Summer Collaboration Kits” to customers who frequent Budgy Smuggler’s Manly store. Inside each kit is a handpicked piece of swimwear, a bucket hat, a towel, a can holder, and a can of Pringles.

    Budgy Smuggler CEO Adam Linforth commented on the partnership, stating it was a natural choice to collaborate with Pringles, a brand that shares Budgy Smuggler’s fun-loving nature. He added that the collection is loud and playful, designed for the Australian summer. It’s perfect whether you’re swimming laps in the pool, strutting down the beach, or enjoying a relaxing day out with friends.

    The exclusive Pringles and Budgy Smuggler collaboration collection is available for purchase both online and in-person at Budgy Smuggler stores in Manly, Bondi, and Kotara.

    Questions & Answers

    What is included in the Summer Collaboration Kit?
    The kit includes a handpicked piece of swimwear, a bucket hat, a towel, a Pringles can holder, and a can of Pringles.

    Where can the Pringles and Budgy Smuggler collection be found?
    The collection is available for purchase online and in-person at Budgy Smuggler stores in Manly, Bondi, and Kotara.

    What is the concept behind the Pringles and Budgy Smuggler collaboration?
    The collaboration aims to capture the spirit of summer by bringing together two bold, fun brands in a collection that’s high energy and encourages making the most of the season.

  • Kim Kardashian prepares to open first Skims stores

    Kim Kardashian prepares to open first Skims stores

    Kim Kardashian’s underwear label Skims plans to open its first permanent stores next year as it plots retail expansion in the US and abroad.

    Skims is set to debut its first flagship store in Los Angeles in the first half of 2024, followed by a second opening in New York. The 5000-square-foot LA shop will be located in West Hollywood on Sunset Boulevard near streetwear stores such as Supreme and Kith.

    “Kim and I can envision a future where years from today there’s a Skims store anywhere in the world you’d find an Apple store or a Nike store,” said Jens Grede, co-founder and chief executive officer of Skims. “It marks the second chapter.”

    Skims began as a direct-to-consumer business in 2019, but it since has dabbled in physical retail through relationships with department stores such as Nordstrom and Saks Fifth Avenue. In recent months, Skims has opened temporary pop-ups in locations like London’s Selfridges department store and Rockefeller Centre in New York.

    Executives are looking to open at least four stores next year and speed up expansion once those are in place. They’re considering placing shops in domestic markets that attract regional tourism, including Dallas, Atlanta and Miami.

    The company is weighing international flagships as well, after tests in cities like Paris and Hong Kong. On its online shop, 20 per cent of Skims customers are from abroad.

    “Our strategy going forward is to open important stores in the world’s most important cities,” Mr Grede said.

    Skims expects to achieve net sales of about $US750 million ($1.13 billion) in 2023, up from nearly $US500 million last year. So far this year, the business has been trending at 75 per cent year-over-year growth, according to Mr Grede.

    Product expansion has boosted that growth, as Skims branched out from its original selection of shape wear bodysuits into categories like pyjamas and swimwear. Underwear now accounts for a sizeable chunk of its business, and it is now planning to launch a men’s line in October.

    Skims was most recently valued at $US3.2 billion in a 2022 financing round, with total funding now at nearly $US400 million. Investors include hedge fund Lone Pine Capital and venture firms Thrive Capital and Imaginary Ventures. Mr Grede declined to say if Skims is seeking additional capital at this time.

    Ms Kardashian and Mr Grede are interested in one day taking Skims public, but the CEO said there were no short- or medium-term plans for an initial public offering. The company hired a chief financial officer last year.

    “Skims deserves to be a public company – when the time is right,” Mr Grede said.

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  • Milo x Speedo makes a splash with limited-edition swimwear launch

    Milo x Speedo makes a splash with limited-edition swimwear launch

    The collaboration we didn’t know we needed until now!

    Two of Australia’s most iconic brands, Milo and Speedo, have joined forces for summer’s hottest collaboration, the Milo x Speedo limited-edition swimwear range, sure to stir up some summer vibes and nostalgic fun. 

    I mean there’s nothing more Aussie than having a glass of Milo (cold of course) after swimming all day in your Speedo. Whether it be in the pool or at the beach. That’s what summer’s all about!

    There’s something for everyone with four iconic Speedo swimwear styles, plus a towel and swimming cap, get your summer swag on!

    The range will also be available to purchase in store and online from Speedo from the 10th October 2022 while stocks last. Get in quick and stir up some swimming fun. 

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  • Men’s swimwear label Debayn kicks off in Hong Kong

    Men’s swimwear label Debayn kicks off in Hong Kong

    French swimwear brand Debayn has launched in Hong Kong with a five-month pop-up store.

    Located on the walkway between Pacific Place and Admiralty Centre into the Lab Concept, the pop-up store offers Debayn’s full collection and new products, including tailored polo shirts featuring the label’s distinctive color strips, and caps named after a village in French Riviera.

    “True sea lovers at heart, and thirsty to find daily functional swimwear edits that are for both sea and land… our pop-up is the right place to visit,” said the company’s CEO Eric Delplanque. “We’ve limited our color palette to ensure the mix and match of our products and essentially, to provide a long-term degree of comfort.”

    The Debayn Hong Kong pop up will remain open until November 25.

    At the same time as it builds a consumer profile through a single-brand retail space in Hong Kong, the company is also working with independent retailers, 5-star hotels, and clubs in both Hong Kong and Macau.

    “Our main target this year is retail as it brings more exposure than hotels and clubs,” Delplanque told Inside Retail Asia. “Moreover, having our own store or popup is part of our strategy.”

    Debayn’s founder also created Albatros CX, a global customer-experience agency for premium and luxury brands, specializing in capturing and analyzing experience feedback. That pedigree has helped attract investors into the brand which will provide a significant budget to fund brand awareness.

    Delplanque says the company plans to open its first European brick-and-mortar store in St Tropez village in France next year. It is also expanding its product range to include items such as shirts, t-shirts, kids swimwear and rash guards.

    Founded in France in 2017, Debayn focuses on ‘Slow Fashion’, a sustainable approach entailing better-quality materials that will last longer.

  • McDonald’s makes swimwear from plastic straws

    McDonald’s makes swimwear from plastic straws

    McDonald’s has introduced a swimwear range made from plastic straws in Austria – and collaborated on a ‘saucy’ range of shoes with Adidas in India.

    The swimwear initiative started out as a solution to the problem of what to do with the waste plastic after McDonald’s Austria replaced all plastic straws in its restaurants and shake cups with recyclable paper.

    “We are pleased that this Austria-made, Europe-made and globally unique sustainability collection made from recycled material in our classic straw design accompanies us into a unique summer,” explained Benedikt Böcker, marketing director at McDonald’s Austria.

    Designed by Viennese label Poleit in collaboration with Studio Furore, the McDonald’s swimwear line consists of a swimsuit and a swim short, featuring the brand’s signature colors yellow and red.

    According to the company, the collection is made from certified seaqual fibre and plastic straws to ensure the swimwear quality – quick-drying and pleasant.

    “Implementing an upcycling project from the iconic ‘Mäcci straws’ McDonald’s straws and accompanying McDonald’s in another major step in plastic reduction was a very special order for us,” said Marie Pierer von Poleit.

    The McDonald’s sustainability strategy will reduce more than 90 tons of plastic annually, according to Nikolaus Piza, MD of McDonald’s Austria

    Getting saucy in India

    Meanwhile, McDonald’s has teamed with sportswear label Adidas to launch the ‘Sauce Pack’ sneaker collection in India. The collection’s design was inspired by famous basketball players’ playing style and McDonald’s sauce packaging.

    The Sauce Pack collection has four sneaker models – Harden Vol.4, Dame 6,  T-Mac 1, and D Rose 10. Those models were named after four basketball players, James Harden, Damian Lillard, Tracy McGrady, and D-Rose.

  • La Vie en Rose Swimwear launching in China

    La Vie en Rose Swimwear launching in China

    Canadian specialty lingerie and swimwear label La Vie en Rose is expanding its business into Mainland China as part of a strategy to become twice as large and profitable within the next three years.

    The brand will launch in Guangzhou’s PO Park shopping mall later this month with further locations in Guangzhou to follow.

    “We were ready to accept the challenge of taking our first steps in China,” said La Vie en Rose president and CEO Francois Roberge. “We are looking at our first two years in the country as a real learning period. It’s very important to understand how the market works in order to build a foundation for our expansion.”

    The brand operates more than 360 stores, including 95 international locations in more than 15 countries, targeting women between 25 and 45.

    “Over the next two years, we plan on opening several physical locations in Guangzhou and continuing our expansion in China from there,” said La Vie en Rose VP of strategy and development Aurélie Daoust-Lalande.

    “We have the ambitious goal of doubling the size and profitability of the company by 2022, and our expansion outside of Canada will definitely play a major role in achieving this objective.”

    The firm’s products are also to be launched online on the Tmall online retail platform.

  • H&M names first Philippine ambassador

    H&M names first Philippine ambassador

    H&M has named Nadine Lustre as its first Philippine ambassador.

    The endorsement deal comes with a special swimwear collection to be launched in the Philippines next week.

    Nadine Lustre has more than 5.9 million followers on Instagram, and is considered to have a highly visible presence among today’s youth.

    “It was a whole new experience working on the campaign. It didn’t feel like we were working at all. I felt creative the whole time, and that, for me, is one of the best feelings ever,” Lustre told.

    H&M has previously worked with some of the biggest names in pop culture including Beyonce, David Beckham, Diane Kruger and Namie Amuro.

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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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  • Eres opens first Hong Kong store

    Eres opens first Hong Kong store

    High-end women’s swimwear and underwear brand Eres has opened in Hong Kong, the first official Eres store in Asia.

    Located in the Harbour City Shopping Mall in Tsim Sha Tsui, the French retailer has brought all its current swimsuits, bikinis and lingerie collections to the shopping hub city and will follow the aesthetic of other Eres boutiques across the globe.

    Part of the prestigious Chanel group since 1997, Eres was founded by Irene Leroux in 1968 as a swimwear label. In 1998, Chanel expanded the brand into lingerie and in 2011, the French brand started opening across the globe, opening stores in Las Vegas, Toronto, Antwerp, Kiev, Saint Bart’s and Sao Paulo.

    In 2013, it ventured into Amsterdam, Moscow, Athens and Connecticut, and opened its first German store in Hamburg in 2014.  In the same year it was scooped up by luxury e-tail giant Net-a-Porter.

    Before Hong Kong, the last Eres store was opened in Houston last year, with more U.S. openings in 2017. In Asia, Eres has a Singapore shop inside the Four Seasons Hotel on Orchard Boulevard and a concession in Japan inside the Isetan department store.

    The brand also recently created a capsule swim collection inspired by Ursula Andress, the Swiss actress who played the first Bond girl.

    Eres Hong Kong is located at 260A, Ocean Centre in Tsim Sha Tsui’s Harbour City complex.

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  • Swimsuits drive Victoria ’s Secret sales

    Swimsuits drive Victoria ’s Secret sales

    Victoria’s Secret – which accounts for more than one third of the US lingerie market – says swimsuit sales are growing at twice the rate of its overall growth.

    In the first quarter of this year – not even summer season in the US – swimsuit sales soared 10 per cent, while the brand’s overall sales grew just five per cent. Swimwear was introduced in 2002 but only in the last few years has the range been widely stocked as a core line across the brand’s more than 1000 company-owned stores.

    CEO Sharen Jester Turney told an investor conference call that swimwear is not the only category driving growth.

    “We’re very excited and very pleased with our sport business, especially in our bra category,” she said.

    “That’s where we’ve been putting a lot of our emphasis and seeing tremendous growth.”

    In fact, sportswear was only on the company’s radar just a couple of years ago, yet sales are already nearing $250 million annually.

    Analysts predict the brand could eventually grow sportswear sales to $1 billion dollars (the brand’s total 2012 sales were more than $6 billion), with Victoria’s Secret set to launch its Sport offer into another 150 stores in the current quarter.

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