Expanding Horizons: Why the US and Why Now?
Founded in 1975 and loved across generations for its premium swimwear, Seafolly has built a passionate fan base in Australia and beyond. Until now, US customers have mainly discovered Seafolly in department stores and specialty retailers such as Nordstrom, Everything But Water, and Revolve.
The decision to open a standalone flagship in California “gives us the opportunity to connect directly with new and existing customers who value coastal living, style and premium swimwear,” says CEO Brendan Santamaria.
He went on to further emphasize, “opening our flagship store in Corona del Mar gives us the opportunity to connect directly with new and existing customers who value coastal living, style and premium swimwear.”
This expansion is not just strategic but also deeply personal for the brand; California’s coast is internationally renowned, echoing the sun-drenched beaches and effortless cool that are quintessentially Seafolly.
The Perfect Setting: California Meets Australia
Corona del Mar, a jewel of Southern California, promises more than just foot traffic. The city’s unique blend of laid-back luxury, boutique shopping, and classic beaches resonates with Seafolly’s aesthetic and commitment to quality. The flagship store is nestled among upscale boutiques and is just minutes from the golden sands that surfers, locals, and travelers all treasure.
The boutique plans to bring Seafolly’s signature Australian beach lifestyle to the heart of Southern California. The result is a retail destination designed to draw in beach lovers, fashionistas, and anyone seeking summer style year-round.
A Legacy of Growth and Global Appeal
With stores already established in Australia and Singapore, and a thriving wholesale presence in the US, the Corona del Mar flagship is a natural next step for the brand’s global ambitions. Seafolly’s designs have always celebrated the confident, adventurous spirit of women, a message it’s eager to bring to both lifelong fans and new admirers in the States.
Brendan Santamaria summed up the significance of the move:
“Expanding in the US is a natural progression for the company.”
What’s In Store for Visitors?
Visitors to the Corona del Mar boutique will find Seafolly’s latest swimwear collections, beachwear, accessories, and—of course—the warm, welcoming service the brand is known for. The flagship experience will give shoppers a first-hand feel for the quality and style that has made Seafolly a favorite for decades. It’s not just a place to shop but a place to immerse oneself in the spirit of Australian summer, no matter the time of year.
Conclusion
Seafolly’s US flagship in Corona del Mar represents much more than simply another retail location; it stands as a vibrant celebration of coastlines, self-confidence, and an international community that loves the sun. This expansion brings the heart of the Australian beach lifestyle to Southern California, offering locals and travelers a firsthand experience of Seafolly’s heritage, quality, and global charm.
As Seafolly continues to grow its footprint beyond Australia, the Corona del Mar store becomes a symbolic bridge between world-renowned beach cultures, uniting fashion, adventure, and a shared passion for coastal living. For long-time fans and newcomers alike, this flagship store delivers not just beautiful swimwear and beachwear but the feeling of summer year-round—a truly fitting next chapter for a brand inspired by the joy of the ocean.
