Seafolly is set to open its first e-retail store in China in mid-July, via the country's largest cross-border eCommerce platform Tmall Global.
Seafolly global CEO Paul Kotrba said the project has been brewing since March.
“With very talented teams in Sydney and Shanghai we have been working towards this launch over the past three months.
"We are now very excited to be premiering Seafolly with Tmall Global whose knowhow and support will be key to the success of our iconic brand in China, not to mention their access to millions of fashion consumers in China who love Australian products and brands.”
China is the fastest growing swimwear and beach casual wear market in Asia, with an average of 9.6% annual market growth from 2013 to 2017.
“China is critically important for us as we accelerate the expansion of Seafolly outside our home market where we continue to strengthen our leadership position," Kotrba said.
"In the past 12 months alone, 1.4 million Chinese tourists visited Australia, many of whom have come into contact with Seafolly and our unique Australian beach lifestyle.
“The swimwear industry today is very dynamic and growing at a rapid clip globally, especially so in China where it is forecast to grow close to 10% each year through 2022, thus opening up an opportunity for Seafolly to be the first premium fashion swimwear brand in the market."