The Australian swimwear market will soon welcome a new competitor as a local resortwear label prepares to take its business to the next level.
The brand, created by entrepreneur Sue Di Chio, currently offers a range of beach apparel, kaftans, dresses, beach umbrellas and other accessories such as footwear and bags, but will soon expand to include swimwear.
The first Suboo swimwear range will debut at Mercedes-Benz Australian Fashion Week on Friday May 4 at an off-site location along with the brand's ready-to-wear categories. This will also mark the label's first time showing at Fashion Week, with the swimwear collection to then drop into over 100 boutique stores and selected David Jones outlets from July.
Di Chio revealed the collection will then also be showcased at Miami Swim Fashion Week and will hit US, UK and Japan stores in February 2013.
“Moving into the swimwear category is a natural progression for our brand which is known for its kaftans and beach apparel. But as a seasonal brand, our objective is to continue to grow popularity in international markets, particularly in the USA, so participating at Miami Fashion Week will also be an important exercise for brand awareness and sales growth,” Di Chio said.
The initial Suboo swimwear range will feature four exclusive Suboo prints, offered in a range of styles to suit various body shapes, such as triangle, bandeau, one-piece, boy leg, and string. Each style will also be embellished with lace inserts, panelling, cut outs, contrast trims and ruching.
Di Chio said that while there are plans to expand further, the label, including swimwear now, will offer just two collections per year – resort and high summer – to start.
“Our customers are already asking for a third range, however we really want to solidify our product positioning in the resort, swimwear and ready to wear categories first,” she said.