Seafolly unveils new boutique in Rustan’s Makati

MANILA, Philippines — Seafolly’s new concept store in Rustan’s Makati is inspired by the brand’s island home, Australia. Now with a 28-sqm. space on the second floor of the department store, Seafolly offers a range of swimwear, ready-to-wear and accessories for the island girl.

Gina Anstee, business development manager of Asia for Seafolly says the 40-year-old family-owned brand is built around the Australian swim culture. “Australians are very invested in swimwear. We grow up on the beach culture and swim for us is very much about fashion. We’ve become very well known as a nation for understanding how swimsuits fit. Seafolly is most definitely a swim brand, but we are also a fashion brand.” She adds, “What I love about the brand is, for those of us who are not born like supermodels, Seafolly swimwear does all the things you need it to do. We are very focused on the four F’s — fit, fashion, fabric and feel.”

Rustan’s brings the brand to the Philippines and Seafolly sees the retail company as the perfect partner. “Opening doors was a natural next step. The locals enjoy tropical retreats and we at Seafolly look forward to endorsing that lifestyle. We’re very excited about Rustan’s because there’s synergy between our companies. Aside from Seafolly, we’re also bringing Miléa, very much a resort brand — pool to patios, I’d like to call it, and Maaji, a very fabulous Colombian brand known for prints and versatility because everything’s reversible. Anybody that wants to hit the water from zero to a hundred, we can help you if you’re female,” says Anstee.

Paul Kotraba, chief executive officer, comments, “As part of our global expansion strategy, opening Seafolly brand anchors internationally is key. We see significant opportunities to expand on this business and become a market leader reflective of our position in our home market, Australia.”

The Rustan’s stores will house pieces from the newest Seafolly collection. “Love Bird” features romantic florals and prints in colorways of blue on white or black on peach in a textured waffle fabrication. “Inka Stripe” reinvents much-loved nautical trends and updates ‘80s swimsiut shapes with eyelets and bow ties. “Dusk to Dawn” brings a richness to swim and activewear, where lingerie meets sportsluxe.

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Seafolly is sold in over 2,700 stores in 41 countries. In the Philippines, Seafolly is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Alabang and Rustan’s Cebu.