Focused on its mandate to pursue global growth, Australian swimwear retailer Seafolly has expanded its distribution reach across 190 countries through a partnership with Farfetch, a move that makes it join brands like Missoni, Dolce & Gabbana and Zimmermann.
According to Paul Kotrba, Chief Executive Officer of Seafolly, the partnership with the e-commerce marketplace is a significant milestone in the the brand’s expansion strategy after its launch in China and France earlier this year. “In a short time, we’ve made incredible progress and a lot of it comes down to how our strong brand DNA, positioning, heritage and enormous potential for growth opens up opportunities. We seize the ones we strongly believe are going to bring us one step closer to creating the world’s most iconic swimwear fashion house,” Kotrba said.
Going forward, Seafolly intends to launch a loyalty program called ‘The Beach Club’, which will allow customers to shop, earn and redeem rewards across Seafolly and Sunburn stores and online sites.
The retailer’s China expansion was its first significant step in Asia since launching retail stores in Singapore eight years ago. Australia, however, remains to be its largest market with 23 stores. Alongside Asia, Europe has been earmarked for retail growth with an initial store in France launched early this year and plans to pursue pop-up stores throughout the continent over the European summer.
Europe currently accounts for 20 percent of Seafolly’s total revenue, with France growing by 46 percent year-on-year in 2017.