Australian swim and resortwear label Tigerlily is ramping up its presence and demand in Western Australia amid double-digit growth across channels.
This includes a new season campaign launch that was shot south of Perth.
Tigerlily general manager Prue Slocombe said she and the team are seeing “strong double-digit growth” across all channels since Seafolly Group saved the brand in 2024. The brand was relaunched in 2025 after a back-end overhaul.
Tigerlily now operates an online website and sells through wholesale. This includes the likes of Myer and The Iconic, alongside more boutique places.
For its WA ramp-up, Slocombe said she has been working with a local agent to help increase its stockists amid increasing demand in the region.
“After focusing on the east coast primarily for launch, we are now pushing for a more national approach to marketing and promotions as we continue to grow across Australia,” she said.
To drive the WA push, Tigerlily shot its spring collection along the beaches of Busselton and the Timothée Resort south of Perth.
The spring collection features two brand stories, ‘Floriana’ and ‘Azura’, and builds on Tigerlily's style guide around bold prints.
"Every piece in the spring collection was designed around a specific feeling, stepping off a plane in the South West and immediately slowing down," Tigerlily creative director Simone Coates said.
"Being from WA myself and holidaying as kids down in Busselton, I pulled the palette straight from the landscape – ocean blues, limestone, sand – and pushed the prints in a slightly more relaxed, grown-up direction.
“It's swim and resortwear built to move from beach to bar without missing a beat."
To add to the campaign, Tigerlily is running the first of a series of travel-focused giveaways offering customers the chance to experience southwest WA.
The prize includes a 4-night stay in a Deluxe King Room (RRP $1,140) at The Timothée Resort, a $1,000 Tigerlily gift voucher, and a $1,000 flight voucher to get the winner and guest to Margaret River.
The Azura will be available in Myer, selected independent retailers and online at tigerlily.com.au from today.