Seafolly Claremont

Following the Warringah Mall pilot, Claremont Quarter became the next application of Seafolly’s new retail concept and the first opportunity to carry its learnings into the wider rollout. The Perth tenancy introduced a new footprint, site conditions and local delivery environment, requiring the concept to be developed specifically for the location while carrying forward the details established through the pilot review.

Greater Group brought that accumulated knowledge into the design development from the outset. Learnings around changeroom privacy and lighting, merchandising, technology integration and fixture detailing became part of the starting point for Claremont, moving the programme from its first built concept into a more resolved rollout format.

Greater Group carried the project through design development and build, translating the Seafolly concept into the Claremont tenancy and coordinating the project through local procurement, construction and occupancy. The store retained the established fixture and material language, with limestone tiling, warm timber flooring, curtains, rugs and loose furniture creating the relaxed, residential character of the concept.

Claremont also provided the next layer of practical learning for the programme. Details established at Warringah could be applied in a different footprint, assessed through delivery and further resolved for future locations. Holding design development and build within the same team kept that knowledge moving through the programme, allowing each decision made at Claremont to contribute to the stores that followed.

Claremont Quarter marked the progression of Seafolly’s new concept from a single pilot into a broader store programme. The project applied the lessons captured at Warringah within a new tenancy and interstate delivery environment, establishing a more developed set of design and delivery standards for subsequent locations.

That process became the working model for the wider rollout. Each store begins with the accumulated knowledge of the locations before it, applies the concept to its own conditions and adds further learnings to the programme. Claremont was an important early step in establishing that approach across Seafolly’s growing Australian network.