Seafolly
Bondi Brands Group · Australia
Seafolly is an Australian swimwear brand founded in Sydney in 1975 by Peter and Yvonne Halas. After a period under L Catterton and voluntary administration in 2020, it was sold in 2023 to Bondi Brands Group, according to FashionUnited. It is one of Australia's best known swimwear labels, sold through its own stores and wholesale partners worldwide.
| Founded | 1975, Sydney |
|---|---|
| Founders | Peter and Yvonne Halas |
| Owner | Bondi Brands Group (since 2023, per FashionUnited) |
| Headquarters | Sydney, Australia |
| Segment | Swimwear and beachwear |
| Website | seafolly.com |
What is Seafolly?
Seafolly is an Australian swimwear and beachwear brand known for bright, colourful and relaxed designs. It is based in Sydney and sells swimwear, activewear, accessories and a girls' line. The brand has become a symbol of Australian beach culture in international markets.
History
Peter and Yvonne Halas founded Seafolly in 1975. Their son Anthony Halas became chief executive in 1998 and led international growth, including a first overseas store in Singapore in 2011 and stores in California from 2013. In December 2014 an LVMH backed private equity fund, today known as L Catterton, acquired a controlling interest.
In June 2020 the company entered voluntary administration after the pandemic hit trading. FashionUnited reported in 2025 that L Catterton had sold Seafolly to Bondi Brands Group in 2023 in a deal valued at 70 million dollars, and that the brand was opening its first US flagship store in Corona Del Mar, California, in August 2025.
Products and positioning
Seafolly sits in the premium segment of swimwear. Its range includes:
- Women's bikinis and one piece swimsuits
- Beach cover ups and resort wear
- Activewear
- Accessories
- Seafolly Girls swimwear for children
Business model and distribution
The brand combines own stores in Australia and Singapore with a large wholesale business of more than 2,700 stockists worldwide, according to Wikipedia, and its own e-commerce. In the United States it sells through retailers including Nordstrom, Revolve and Everything But Water. The company has also owned Sunburn, a multi brand swimwear retailer.
Why it matters
Seafolly is one of the few swimwear brands from the southern hemisphere with genuine global reach. Its journey from family business to private equity, administration and new ownership mirrors the pressures facing seasonal, store based fashion brands.
Frequently asked questions
Who owns Seafolly?
According to FashionUnited, Seafolly was sold by private equity firm L Catterton to Bondi Brands Group in 2023. The brand had entered voluntary administration in 2020.
Where is Seafolly from?
Seafolly is an Australian brand founded in Sydney in 1975 by Peter and Yvonne Halas. It is still headquartered in Sydney.