Aussie swimwear brand Seafolly has made its debut in China, continuing its momentum of expanding its international footprint.

The move follows recent openings in the US and the UAE.

Seafolly said it is well-positioned to meet growing demand for premium swimwear in China through a local ‘go-to-market’ strategy designed to help consumers discover, shop, and engage with the label.

To support the expansion, the company has opened an office in Shanghai, establishing an in-market presence to oversee local operations, partnerships, and brand development.

Seafolly has also established its presence on China’s social commerce platforms, including Rednote, Douyin, and Tmall.

The company said early influencer partnerships and livestream campaigns generated strong engagement and positive consumer sentiment ahead of its official launch.

“We’ve seen strong momentum across our global markets, and the appetite for premium Australian lifestyle brands in China continues to grow,” said Brendan Santamaria, CEO of Seafolly.

“Establishing a local presence in Shanghai allows us to build the brand authentically and connect directly with consumers.”

The company plans to roll out physical stores later this year.