Tigerlily
Seafolly Group · Australia
Tigerlily is an Australian swim and resort wear label founded in Sydney in 2000 by Jodhi Meares. Now owned by Seafolly Group, it is known for bohemian style and feminine silhouettes.
| Founded | 2000, Sydney |
|---|---|
| Founder | Jodhi Meares |
| Owner | Seafolly Group (since 2024) |
| Category | Swim and resort wear |
| Website | tigerlily.com.au |
What is Tigerlily?
Tigerlily is a premium Australian swimwear and resort wear brand known for its bohemian style, feminine silhouettes and escapist appeal. It is part of Seafolly Group.
History
Jodhi Meares founded Tigerlily in Sydney in 2000. She sold the brand to Billabong in 2007, and it later passed to Crescent Capital Partners. Seafolly Group, previously a competitor, acquired Tigerlily in May 2024. To mark its 25th anniversary, the brand launched its first collection under the new ownership in August 2025.
Products and positioning
Tigerlily designs swimwear and resort wear. The relaunched range introduced fresh colour palettes, improved fits and more varied styling, aiming at pieces that evoke freedom, femininity and travel.
Distribution
Under Seafolly, direct-to-consumer e-commerce is the core of the business, supported by wholesale partnerships, notably with the department store Myer, and selective retail. The company has invested in an upgraded e-commerce platform and digital marketing, with offshore expansion possible in future seasons.
Why it matters
Tigerlily's move into Seafolly Group reflects consolidation in Australian swimwear, with established brands being brought together under specialist owners.
Frequently asked questions
Who owns Tigerlily?
Tigerlily has been owned by Australian swimwear group Seafolly since May 2024.
Who founded Tigerlily?
Tigerlily was founded in Sydney in 2000 by Jodhi Meares.