Australian swimwear brand Seafolly will open its first European store in France’s renowned Rue D’antibes shopping precinct in Cannes at the end of April.

The business, which was established in Sydney in the 1970s, has been extending its international presence in recent months to diversify its business beyond Australia.

France will be the third market Seafolly has stores in, following launches in the US and Singapore, although the brand has wholesale relationships in 41 countries around the world. Seafolly currently has 22 stores globally.

Recently appointed chief executive Paul Kotrba said the business saw a significant opportunity to expand on its European wholesale business and become a market leader in retail.

“Our own retail store will connect customers directly with the brand, allowing them to experience the breath of range and best in class service we are known for,” he said in a statement.

“Selecting Cannes, as our first European owned retail store was an easy choice, not only because it is well recognised globally as an idyllic summer destination, but also because the Cannes lifestyle resonates with the Seafolly brand personality.”

Kotrba, who was appointed in January, has been given a mandate to pursue global growth for the business.

Earlier this week the swimwear business unveiled a new global e-commerce platform as part of its international strategy.

The new website delivers a variety of new capabilities and is responsive across laptops, tablets and mobile.

Kotrba said the new site would deliver an engaging experience, establishing a single view of its inventory and customers to assist with providing a more flexible shopping experience.

“In launching our new site, we needed to ensure that the platform could address our core goals of a rich and engaging experience no matter where and how our customers shopped, enabling international expansion in the process,” he said.

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