Australian swimwear icon Seafolly enters into voluntary administration

Image via Seafolly

Words by Tori Mathison

Sad news for Aussie swimwear lovers.

Seafolly has become the next victim of Australia’s challenging retail landscape, and yesterday announced that it is entering into voluntary administration. 

The Aussie swimwear icon has been around since 1975 but coronavirus-related financial hardship has dealt a significant blow to the label.  

While the administration is underway, it’s business as usual for current customers and the 120 existing staff-members that Seafolly employs across Australia.

Scott Langdon, one of the administrators, also announced that Seafolly at this time will be honouring all gift cards and Beach Club Reward points. He’s also optimistic that due to the brands status and reputation, it’s likely to find a buyer sooner rather than later (phew). 

Seafolly is the latest in a string of Australian labels that have been hit hard by the current retail climate. G-Star Raw, Bardot (who has since been reinstated as an entirely E-commerce retailer) and Sydney fashion destination Tuchuzy have all entered into voluntary administration in recent weeks. And as Australia enters into a recession, we can only hope that our favourite brands make it out alive. 


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