SYDNEY: Seafolly is set to embark on an aggressive London-based advertising strategy in a bid to double its UK stockist base in its 35th year of business.
Launching in May for the northern hemisphere summer, the Australian swimwear company will unveil hundreds of billboards across the UK capital city. Seafolly chief executive officer Anthony Halas said it is the first major advertising campaign it has conducted offshore.
“We felt to take it to the next level we needed to convey to the general public what we are all about,” he said.
The label is currently stocked in approximately 150 UK independent stores and aims to double this figure over the next year. It is also stocked in major UK department stores including Selfridges, House of Fraser and John Lewis.
Domestically, the company is preparing to launch its new label in conjunction with model Megan Gale, called Isola by Megan Gale. Hitting stores in July for summer 2010, the range comprises fashion-oriented full swimsuits and bikinis with a European-inspired style.
For more information pick up Ragtrader's special Rosemount Australian Fashion Week issue, handed out next week at the event.