We’re Seafolly. Swim and beachwear founded on heritage, quality, and style. Born on the beaches of Sydney, Australia in 1975.


Seafolly is made for living. We’re not afraid to do it; explore it, seek it, live it. In swimwear that supports it. Seafolly is the heart of the Australian summer and we’re sharing it with the world. We’ve continued to go from strength to strength throughout our 40+ years, with our bikinis and swimwear now sold and worn in all corners of the globe. Seafolly is sold in over 2,700 doors in 41 countries, through its own channels, leading retailers and major online sites.


Embodying the spirit of the iconic Australian summer filled with sun, surf and sand, it’s our bold prints, creative use of texture and modern cuts that allow us to stand out from the crowd, both in Australia and overseas.


Our designs are created with a variety of body shapes, sizes and personal styles in mind, with our swimwear, clothing, activewear and accessory collections helping to make finding your perfect beach look a breeze. From one piece swimsuits and bikinis to beach dresses, kaftans and sarongs, at Seafolly you’ll find everything you’ll need to make this summer one to remember, whether you’re planning to laze by the pool, score some runs in beach cricket or simply spend time soaking up the sun.


Shop for the latest beachwear, one pieces and bikinis at Seafolly and discover what makes Australia's largest swimwear brand the perfect accessory to your summer.

Purpose. Vision. Values.

Our Brand
  • Our Purpose

    To Redefine the swimwear category in a way that benefits all stakeholders and makes a positive difference in the lives of women today

  • Our Vision

    To be the most iconic Fashion swimwear brand in the world

  • Our Values

    We are the folly makers. together we:

    • Own it.
    • Drive It.
    • Respect It.
    • love it.

Our History

There’s no place like the Australian beach. We should know, we were founded there in 1975 and have been helping shape unforgettable summer memories ever since.
  • 1975

    “Peters Folly” started by Peter and Yvonne Halas in their offices in Foveaux St, Surry Hills. In August 1975, they make their first delivery to Myer – an order of $267.

  • 1979

    “Peters Folly” rebranded as Seafolly.

  • 1984

    Genelle Walkom appointed as Head Designer for the swim line, which she still designs to this day. Seafolly win a Fashion Industry Award for its Active wear range.

  • 1988

    Seafolly wins a second Fashion Industry Award for its Active wear range.

  • 1996

    Seafolly stops the Active wear range to focus on Swim.

  • 1998

    Anthony Halas steps up as CEO of Seafolly, and ends the sales of their ‘Private Label’ brand to focus on Seafolly.

  • 2000

    The Sydney Olympic Committee award Seafolly the license to produce promotional swim and active wear for the games.

  • 2005

    Seafolly wins Marie Claire’s Reader’s Choice ‘Best Swimwear’ Award

  • 2007

    Seafolly wins a second Marie Claire’s Reader’s Choice ‘Best Swimwear’ Award

  • 2009

    Seafolly acquires Sunburn, a multi brand swimwear retailer. Seafolly wins another Marie Claire’s Reader’s Choice ‘Best Swimwear’ Award.

  • 2011

    Seafolly opens first flagship retail store in Singapore, and wins another Marie Claire’s Reader’s Choice ‘Best Swimwear’ Award.

  • 2013

    Seafolly opens first flagship retail store in the USA.

  • 2014

    L Catterton Asia acquires 70% share of Seafolly, with the remaining 30% staying within the Halas family.

  • 2015

    120 staff move to the new offices at The Mill, behind the Grounds of Alexandria.

  • 2016

    Seafolly launches the new resort swimwear label, miléa.

  • 2017

    L Catterton Asia aquires Maaji to sit alongside Seafolly in their lifestyle portfolio.

Seafolly Today

Welcome to our world
  • 120+ employees

    The team at Seafolly, based in Sydney, NSW, Australia includes Design, Product, Marketing, Sales, IT, Finance, Supply Chain and Retail Staff.

    Work for Us
  • 25 Stores

    There are 25 Seafolly concept stores globally, 16 in Australia, 5 in USA and 4 in Singapore.

    Find a Store
  • 41 Countries

    Seafolly is sold in over 2700 locations globally including major retailers and online sites.

    Check Locations

Work for Us

Every day feels like Summer

It's our vision to become the most iconic fashion swimwear brand in the world. To achieve this goal, it is imperative to have employees that radiate the excitement of summer and explode with enthusiasm and devotion for the Seafolly way of life.

current positions

The Faces of Seafolly

Beach Lifestyle is our Inspiration