Collapsed Aussie brand suddenly re-emerges
After a bumpy two-year period, the brand 'all about beach lifestyle' will officially reopen down under.
Customers will be able to purchase Tigerlily's signature bikinis, swimwear, and accessories online and through select retail partners, including department store giant Myer.
Tigerlily general manager Prue Slocombe exclusively told NewWire the brand is looking to bring back its 'personality' back as it returns.
Tigerlily x MadCo
'What we are looking to do with Tigerlily is take it back to that really vibrant, fun personality that it had 10-15 years ago when it was in its prime,' she said.
Ms Slocombe said success for the brand will be built on having a customer first approach and staying authentic to customers.
'From there we would really love to see some aggressive growth. There is absolutely appetite for a considered retail approach. Iconic Australian retailer Tigerlily will make its return under Seafolly group. Picture Supplied Credit: Supplied Iconic Australian retailer Tigerlily will make its return under Seafolly group. Picture Supplied Credit: Supplied
As part of its anniversary celebrations, the brand will be relaunching some of their best-selling heritage prints.
'When we looked through the archives, it was like kids in a candy store looking at all the prints, so we will be tapping into that,' she said.
Tigerlily believes the key to a successful relaunch will be offering its unique design and quality garments at the right price, as Australians continue to battle through cost of living pressures.
'Quality is king,' Ms Slocombe told NewsWire.
'You could see a bikini on the beach and you knew it was Tigerlily and not every brand has that.
'All our garments have beautifully finished details, metal badging, metal trims, gorgeous hardware, blanket stitching, patchwork prints, that's what we are known for and the learnings from the past are we need to retain those parts of the brand.'
Tigerlily was founded in 2000 by model, fashion designer and television personality Jodhi Meares. Tigerlily's relaunch comes 25 years after it was first created. Picture Supplied. Credit: Supplied
Ms Slocombe said the business coming back 25 years after the brand Ms Meares built couldn't be better timing.
'We very luckily came back at the ... 25th anniversary, so having that nice milestone feels like a nice time to relaunch,' she said.
'Also boho is trending right now, so combined it feels like the stars have aligned for us.'
Ms Slocombe said the Australian fashion industry as a whole is on the rebound following a leaner time during Covid.
'There is something nice about being able to celebrate the heritage brands of Australian fashion and they are still in demand,' she said.
'It shows if you're a strong brand that stays true to its customers and knows its space then brands can really stand the test of time. Iconic Australian retailer Tigerlily will make its return under Seafolly group. Credit: Supplied
The relaunch follows a turbulent few years for the fashion brand.
First launched in 2000 on the shores of Bondi Beach the brand quickly grew before being bought by fellow Australian fashion label Billabong in 2017.
Ten years later Tigerlily changed hands again when Crescent Capital Partners bought it out for $60m.
Tigerlily faced significant hurdles, ultimately collapsing in March 2020 as the Covid-19 pandemic severely impacted the global retail and fashion sectors.
In 2021, the business moved to eco-friendly fabrics including organic materials and natural fibres.
While the brand briefly restructured post-Covid, it again fell into financial difficulties and ultimately stopped trading in early 2024.
Prior to collapsing, Tigerlily operated 10 stores and had 40 wholesale partners in Australia and the US as well as an online presence.
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