Seafolly plans stores in war on own-brand UK swimwear

Seafolly, the Australian swimwear label, is to open a chain of branded flagship stores as part of a strategy to build the brand in the UK.

Dominant: The Australian label

Seafolly is available in a number of department stores, including John Lewis, House of Fraser and Selfridges, but it plans to launch the branded stores next summer.

It launched the first phase of its UK marketing last month with its first outdoor advertising campaign outside of Australia.

Chief executive Anthony Halas says: “The next stage is to build the brand so that we have people asking for Seafolly.” Halas says the UK market is unique as most consumers buy own-brand swimwear and have a lack of recognition of branded swimwear.

“Seafolly’s first job is to raise awareness of the brand and convert own-brand sales into branded sales by making Seafolly more available,” he says.

In Australia, the brand has a dominant market share of 35% to 40% and has positioned itself so that its annual campaign signifies the start of summer.

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