Seafolly Targets Surf Retail with Special Program
Australian swim brand Seafolly is making a renewed push in the surf market with a special guaranteed in-stock program for retailers.
Called the Summer Essentials Program, the initiative features five core colors in four proven silhouettes. The colors are Chilli Red, Blue Bolt, White, Black, and Neo Mint.
The suits, which are priced at two for $88 retail and $20 wholesale, are designed to land on floors in time for Spring Break and help drive sales through Labor Day, according to Linda Crouch, U.S. VP of Sales and Marketing.
Summer Essentials includes a special hanging program and fixture package.
A key selling point: Retailers can replenish the suits as needed to ensure a full fixture.
Seafolly started in Sydney in 1975 and has been in the U.S. for more than 10 years.
According to Linda, a key point of differentiation for Seafolly includes its segmentation strategy, which allows the brand to reach younger shoppers with unconstructed styles and older customers with styles that have more construction and support.
All the swimwear is designed in Australia and every piece is fitted on women with a variety of different body types, Linda said.
“We have features like adjustable and convertible straps, but also a lot of hidden features – like underwire support, power mesh paneling, boning rolled edge seams and gripped tape edges for support and comfort,” she said.
Key Seafolly accounts in the U.S. include Revolve, Nani Nalu, Beach House of Naples, Sunrise Surf Shop, Whalebone, Hobie, Hansen’s, Maui Clothing Company, Everything But Water and Bombora Surf Shop.
Seafolly suits are sold at retailers in 40 countries and at 35 company-owned stores worldwide.
