Page 28 - December 2022/January 2023 #177

Miranda, Australia

Connecting Women

Around the World

Born on the beaches of Sydney, Australia, Seafolly has been selling the sun-
kissed Australian dream to the world since 1975. Here, RLI spends some time
with company CEO Brendan Santamaria to discuss how the brand has grown
in the past 47 years and how it will continue to embody the beach lifestyle in
the years to come.

ounded on the iconic Bondi Beach in Sydney, the company over the past couple of years, including travel restrictions and lockdowns
utilises the unique spirit of the Australian beach lifestyle and seeing a decrease in purchase frequency.
Fhave been pioneering fit and fabric innovations in the swimwear “With these factors out of our control, my focus has been on
space ever since. Innovation has always been at the heart of the business getting our product and marketing strategy right with superior fits
and allows them to continue taking steps towards their mission of and top-tier campaigns. This has ensured we drive strong demand for
inspiring women to feel confident at the beach. the brand as restrictions ease and customers start to travel again,”
Their swimwear, beachwear and accessories are designed with Santamaria highlights.
women in mind, providing shapes and support to suit a variety of body “We have over 25 concept stores across Australia and Singapore in
types, destinations and activities to ensure they feel confident, always. addition to our websites. Our brick-and-mortar stores are focused in
In discussing the challenges to the industry in recent years, Seafolly coastal regions where we see the highest demand, while our websites
CEO Brendan Santamaria explains that they have faced many obstacles service five countries including the UK.”

Warringah Mall
Brookvale, Australia