Australian swimwear brand Bond-eye has expanded its channels in the United States as the North American country becomes a majority contributor to total sales.
The brand has just opened its first permanent New York City retail store in the West Village, which adds to its online and wholesale presence in the market.
The 800-square-foot store (~75 sqm) was opened strategically ahead of the northern hemisphere summer trading period.
Stocked within include Bond-eye’s Australian-made crinkle fabrication and size-inclusive styles to the US consumer, while expanding into full-look dressing. New categories, including cotton separates, knitwear and sustainable mesh, will roll out in-store, which Bond-eye noted should increase basket size and trans-seasonal relevance.
“Our best in the world Authentic Crinkle™ fabric and the innovation behind it are clearly resonating with customers, alongside our Resort and RTW collections, which have been selling out faster than anticipated,” founder and CEO Steve Philpott said.
“We’ve been flying in stock and increasing production runs to meet demand. Our major partners, including Revolve, FWRD and Moda Operandi, are also picking up these recuts, and we’re seeing a new and exciting synergy between our own store and our retail partners.
The opening reportedly follows several years of strong growth for the business, with the U.S. now its largest market. Philpott said the flagship represents a strategic investment in deepening direct-to-consumer capabilities and strengthening brand presence on the ground.
The founder added that despite the impact of President Donald Trump’s tariffs, the US now accounts for 43 per cent of the business.
On top of this, the physical store should also provide a key touchpoint for wholesale partners, with Bond-eye confirming it will use the store to capture real-time customer insights in a highly competitive market.
Located on Bleecker Street in Greenwich Village, the stretch of road is home to local and international labels, including the likes of Anine Bing, James Perse and Buck Mason.
To mark the launch, Bond-eye hosted a ‘Sunset Social’ block party this week, bringing together Australian and New York-based creatives, media and industry.
The Bleecker Street store features a modern design. An immersive backyard space will open in mid-April, hosting regular Sunset Socials and other interactive events.
This marks Bond-eye’s third standalone retail location, following the launch of its flagship boutique in Bondi, Sydney, in November 2024, and a successful New York pop-up in summer 2025.
“It’s great to be back in NYC with our first permanent store on Bleecker in the West Village. It feels like home, and with the success of our pop-up last summer, we knew NYC was where we were meant to be,” Philpott said.
This comes after brand builder WeWearAustralian opened its first-ever global retail store in New York City, stocking 23 Australian brands on opening day with room to stock up to 35 altogether.