Seafolly continues international expansion with Farfetch

Australian swimwear retailer Seafolly has expanded its distribution reach across 190 countries through a partnership with e-commerce marketplace Farfetch, joining brands such as Missoni, Dolce & Gabbana and Zimmermann.

According to Seafolly chief executive Paul Kotrba, the partnership with Farfetch is a significant milestone in the retailer’s expansion strategy after launching in China and France earlier this year.

“In a short time, we’ve made incredible progress and a lot of it comes down to how our strong brand DNA, positioning, heritage and enormous potential for growth opens up opportunities,” Kotrba told IR.

“We seize the ones we strongly believe are going to bring us one step closer to creating the world’s most iconic swimwear fashion house.”

The business ships to Australia, Singapore and the US through its own e-commerce site and sells products across 41 countries through its own stores, leading retailers and major online sites. The partnership with Farfetch will significantly increase the business’s reach.

Moving forward, Seafolly intends to launch a loyalty program called ‘The Beach Club’, which will allow customers to shop, earn and redeem rewards across Seafolly and Sunburn stores and online sites.

Last month, Farfetch confirmed it would be taking the business public by joining the New York Stock Exchange, offering approximately 30 million shares with an estimated value of between US$15 and US$17 per share.

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