Australian swimwear label Seafolly has launched in China, marking a key step in its global expansion strategy. The brand has established a presence on Rednote, Douyin, and Tmall, according to Inside Retail Asia.
The move into China aligns with Seafolly’s broader international push, as the company seeks to tap into the growing demand for premium swimwear in Asia. By leveraging popular local platforms, Seafolly aims to reach Chinese consumers through both e-commerce and social commerce channels.
Seafolly’s entry comes amid a recovery in global travel and tourism, which is expected to boost swimwear sales. The brand faces competition from both international and domestic labels in China’s competitive apparel market.