Australian fashion label Tigerlily is officially returning to the local market as part of its 25th anniversary.
This comes a year after Seafolly Group, the parent company behind swimwear business Seafolly, acquired Tigerlily in May 2024 after it fell into administration.
Tigerlily was founded by Jodhi Meares in 2000 on the shores of Bondi Beach, which scaled into a retail brand with stores and an online portal.
The new business is being run by general manager Prue Slocombe and creative director Simone Coates, who both have over 30 years of collective experience in the fashion industry. Slocombe's new role shifts over from Seafolly, where she was head of business development. Prior to that, she was a BDM at Brand Collective and a marketing manager at Designworks.
Coates, meanwhile, also comes from Seafolly as head of design and held a similar role at Brand Collective. Prior to that, she held senior brand and design roles at RES Denim, Calvin Klein, Levi Strauss, Jeanswest and Rip Curl.
“We are proud to be reintroducing a brand that’s so deeply woven into the cultural fabric of Australia,” Slocombe said. “There is both a rich emotional connection and a strong commercial foundation to build upon.”
The relaunch will see Tigerlily return to market in a direct-to-consumer e-commerce model to start, complemented by strategic wholesale partnerships anchored by Myer and a “considered retail expansion”, according to a press release.
Key investments have been made in digital infrastructure, including an upgraded e-commerce platform capabilities and targeted digital marketing strategies.
While Tigerlily's silhouettes and cuts have been updated for a modern customer, creative director Simone Coates emphasises the brand's continued connection to its heritage.
“While you'll see fresh colour palettes, improved fits and more diverse styling options, we’ve remained true to Tigerlily’s DNA; pieces that evoke freedom, femininity, and a life well-travelled,” Coates said. “We’re tapping into a powerful nostalgia, while introducing the brand to a new generation.”
Consumer and wholesale response has been overwhelmingly positive, with several key retailers already confirming significant orders ahead of the summer season.
“We’re so excited by the demand and brand equity that Tigerlily continues to hold,” Slocombe said. “There’s a significant opportunity to scale thoughtfully, both in Australia and potentially offshore, in the seasons ahead.”
Ragtrader will share a deeper dive feature on Tigerlily’s return in the next print edition.