Seafolly Sorrento

As Seafolly’s new concept moved through its early rollout, the merchandising system emerged as an area for further development. Sorrento became the opportunity to resolve how swimwear and accessories would be presented across the wall bays and establish a more flexible approach for future stores.

Merchandising is particularly important for Seafolly’s broad mix of styles, sizes and seasonal collections. The fixture system needed to give the visual merchandising team greater control over product density, hanging heights and display configurations, while maintaining the established rhythm and presentation of the wider store concept.

Greater Group developed an adjustable merchandising platform using a standard kit of hangrails, shelf brackets, straight arms, backrails and posts. Wall bays were documented as a dedicated system, allowing merchandising configurations to be reviewed and adjusted independently as product ranges and display requirements changed.

The system was integrated into the established Seafolly material palette, with light timber finishes carrying the coastal character of the concept through the new fixture design. Standardising the underlying components also created a clearer specification for procurement, fabrication and installation across subsequent locations.

Sorrento established a more flexible merchandising system for Seafolly’s growing store programme. The adjustable platform gives the brand greater freedom to change product density and presentation across seasonal collections while retaining a consistent fixture language across the network.

The system became part of the centrally managed joinery and fixture package used for subsequent stores, giving future locations a resolved merchandising framework that could be configured around the product mix and requirements of each site.