Seafolly
Fashion & Apparel
Delivering Seafolly's Store Concept Across Australia
Greater Group has worked with Seafolly since 2022, growing from its first project at Warringah Mall into a national programme spanning ten stores across Australia. The partnership covers design development, documentation, project management and build, supported by a centrally managed joinery and fixture package procured through Greater Group’s Asian supply chain.
Seafolly’s retail concept is shaped around the experience of buying swimwear. Fit, privacy, lighting and access to service are integral to the customer journey, giving the fitting area a prominent role within the store. Changerooms provide generous privacy, considered lighting and close access to staff, with digital, audio and other customer-facing systems coordinated into the store documentation from the outset.
The programme uses each completed store to inform the next, with Greater Group capturing practical learnings from site and carrying them directly into future locations. Successful details become part of the standard, opportunities are developed through subsequent iterations, and systems such as the merchandising platform have been re-engineered as the programme has evolved. With design and build expertise held within the same team, that accumulated knowledge continues to refine both the store concept and the efficiency of its delivery.
