Seafolly to Open in La Jolla

Australian swimwear brand Seafolly is increasing its bid for the U.S. market.

It is scheduled to open its second American store on May 30. It will be located at Westfield UTC retail center in La Jolla, Calif. The brand’s first U.S. store opened at the Fashion Island retail center in Newport Beach, Calif., in 2013. The line also sells at Nordstrom’s etail site (

Seafolly’s second store will open five months after Seafolly partnered with L Capital Asia, a private-equity fund headquartered in Singapore. A December 2014 statement from L Capital Asia said that the company took a controlling interest in Seafolly, but it declined to state how much it invested.

Anthony Halas, Seafolly’s chief executive officer, said that the investment will take the swimwear brand around the world.

“Our partnership with L Capital cements plans for international expansion and the development of Seafolly into a full lifestyle brand,” Halas said in a statement.

Seafolly offers swimwear, clothing and accessories for women, juniors and kids. The brand made a marketing splash with ad campaigns featuring supermodels such as Behati Prinsloo and Gigi Hadid.

The La Jolla store will be the 16th Seafolly boutique, according to a company statement. Seafolly is sold in 1,500 stores across 46 countries.