Seafolly dives into China with local team, creators and social commerce

Australian swimwear brand Seafolly is stepping up its ambitions in China, launching a localised expansion strategy that goes well beyond cross-border ecommerce as it targets a consumer market more than 50 times the size of Australia.

The move sees Seafolly establish a Shanghai office to oversee local operations, partnerships and brand building, while launching across China's major social commerce platforms including Rednote, Douyin and Tmall. Physical retail stores are also planned within the brand's first year of operating locally.

While Seafolly first entered China through Tmall Global in 2018, the latest expansion marks a significant shift towards an on-the-ground presence, reflecting a broader strategy focused on localisation rather than simply exporting the Australian brand into the market.

The expansion builds on recent growth across the United States and the United Arab Emirates, with Seafolly now operating through a mix of ecommerce, wholesale and retail channels in markets including Singapore and the UK, alongside more than 2,700 stockists globally.

The strategy highlights how Australian brands are increasingly approaching China as a long-term brand-building opportunity rather than simply a distribution channel. Alongside its Shanghai office, Seafolly has leaned heavily into influencer partnerships, livestream commerce and local social platforms as part of its launch.

According to the company, early creator partnerships and livestream campaigns have generated strong engagement and positive consumer sentiment ahead of the official rollout.

Global head of marketing Alisha Thornley described the opportunity as bringing "a slice of Australian lifestyle into a market 52 times the size of home."

CEO Brendan Santamaria said establishing a local presence would allow the business to build stronger relationships with Chinese consumers.

"Our expansion into China represents a significant milestone in Seafolly's international growth strategy," he said.

"We've seen strong momentum across our global markets, and the appetite for premium Australian lifestyle brands in China continues to grow. Establishing a local presence in Shanghai allows us to build the brand authentically and connect directly with consumers."

China represents one of the world's largest opportunities for premium swimwear brands. Industry estimates suggest the country accounted for roughly one-third of the Asia Pacific swimwear market by value last year, driven by rising disposable incomes, a growing middle class and increasing participation in swimming and beach-related activities.