Australian swimwear brand, Seafolly, opened its first concept store in Adelaide yesterday, as part of broader plans to grow market share in South Australia.

“We are excited to launch our first Seafolly South Australian concept store in Rundle Mall, a high street retail hub in Adelaide which we believe will deliver the opportunity to experience our lifestyle brand,” said Seafolly CEO, Anthony Halas.

The company says tapping into a growing state customer base, the concept store will give South Australians opportunity to experience a brand familiar to customers through Myer concessions and wholesale accounts in the region. The concept store is the first step as part of plans to grow the brands reach within the state.

“Seafolly is looking forward to engaging with our customers and showcasing them our offering which has expanded beyond the traditional swim category to embrace a lifestyle offering which caters for dates at the café with friends, a run on the beach, a swim in the ocean or a casual night out,” said Halas.

There are 14 Seafolly concept stores throughout Australia, with the brand stocked in 47 countries worldwide. In late 2014, the Australian lifestyle brand announced a partnership with L Capital Asia, the Asian private equity fund sponsored by LVMH Moet Hennessy Louis Vuitton S.A.

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