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Seafolly is set to upgrade its store network and introduce a new design concept, head of marketing Victoria Taylor has revealed to Ragtrader. 

Seafolly operates 25 stores across the world, with 21 in Australia and four in Singapore.

The swimwear label will begin with its Bondi Junction concept store, Taylor said. 

"The business is currently focused on rolling out a new design concept and upgrading our existing network," she said. 

"First will be the Bondi Junction store, where we will be increasing capacity and implementing an updated look and feel." 

The revamped store concept is one of the results from internal repositioning that has been going on for the past year, Taylor added. 

"We have been on a journey to realign our teams on our brand purpose and vision to drive this through to all consumer touchpoints.

"Inspiring all women to feel confident at the beach is at the core of what we do and we are really proud of this positioning.

"From our product and campaigns to our in-store experience we strive to deliver on our brand purpose," she said. 

Additionally, the brand's further expansion outside of swimwear gave Seafolly customers another opportunity for interaction with its new direction. 

"With the halt of international travel, one of the initiatives from the product team was to create a sweat program ‘Seafolly Originals’ which set out to enable our customers to enjoy the beach lifestyle during the cooler months whilst wearing Seafolly," Taylor explained. 

"The program was a sell-out collection and indicated a real appetite for Seafolly in other categories outside of swimwear," she said. 

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