Australian swimwear label Seafolly has opened its first international flagship store in Singapore as part of a wider expansion strategy for the brand.
The Singapore outlet, which is located within the retail capital city of Wisma Atria, marks the first of many global stand-alone stores for the swimwear giant, with plans to expand to the US and UK markets before the end of the year.
Seafolly chief executive Anthony Halas said it was the right time for the label to expand internationally and Singapore was the perfect place for the global debut.
“The demand for our products in this region is at an all time high. Singapore has a 12-month summer season with swimwear weather all year round, we couldn’t think of a more fitting city to launch our first international flagship store,” he said.
The Singapore outlet stocks the entire Seafolly range, including Ladies, Kids and Limited Edition with price points in line with Seafolly’s Australian prices.
The layout and concept, like the outlets to follow, is replicative of the label's Australian stores, featuring chic wooden floorboards and clean linear design to covey an “Australian beach feel”.
Seafolly have also signed on to appear at landmark trade shows in Paris and Miami throughout July 2011, and the brand will roll out its 2011 campaign and catalogue nationally on July 1.
The label, which has previously worked with Jessica Hart, Samantha Harris, Miranda Kerr and Catherine McNeil as Seafolly ambassadors, recently signed Australian supermodel Sarah Stephens as the new face of the label for spring/summer 2011.
Stephens will star in the 2011 Seafolly catalogue, shot on location on the Maldivian Islands, as part of the campaign and model the latest collection, which the brand describes as its “most sophisticated collection to date”. Halas said Stephens was the right fit for the label and the fresh Seafolly collection.
“We are delighted to have Sarah on board as one of our 2011 faces. Sarah embodies Seafolly and we are over the moon to be able to showcase the expanding D cup market and how D cups CAN be stylish, sexy and fashion forward.”