Infamous Swim is one of Australia’s top swimwear and resortwear brands. Based in Melbourne, Infamous Swim is already six years old.
A NEW START
After some business ups and downs, its founder Gemma Crowe was bought out by a local group of self-funded entrepreneurs keen to reignite the brand. Gemma has stayed on board as Head of Design with a dedicated team to help her out.
“The original mummy-and-me label will continue to play to its strengths as a privately owned and funded Australian business catering to the loyal fan base Gemma had built from the ground up, which now is expanding beyond family matching swimwear,” the brand explains.
“The passion and determination from the inception of the brand has led Infamous Swim to compete in a heavily saturated swimwear market.”
According to the brand, it is now evolving into its next phase of development and growth: “This new strategy will facilitate the brand’s refreshed outlook, prioritising stability, quality and sustainable growth ahead of plans to scale up.”
Helping the brand develop is Tech CEO Alex Macpherson, “who has a strong background in strategy, leadership, finance and operations alongside a proven track record working on and investing in a variety of start ups and scale ups”.
“During negotiations between Alex and myself it became apparent that there was immediate synergy within the group. Thus the new team was quickly aligned in giving our Australian founded ecommerce brand a new lease of life. With their deep expertise and complementary skill sets, I am confident that Infamous Swim will be well-positioned to consolidate its market advantage,” says Gemma.
BIGGER AND BETTER
The new management team and an appreciated injection of cash will help Infamous Swim to expand into new areas outside of swimwear.
“Having worked on a range of start ups and scale ups we are very familiar with the growing pains associated with an expanding business. This is why we endeavour to anticipate and plan for all possible scenarios so that Infamous can capitalise and consolidate its strengths,” Alex says.
All this business talk doesn’t mean the brand won’t be focusing on its history and values as a much-loved family brand. There will still be iconic matching family outfits, inclusive sizing and styles for all ages and body types, alongsize trendsetting designs.
Having more support means that Gemma will be able to focus on what she does best: “Delivering epic designs to market, and delivering inspiring and heartfelt messaging around body positivity.”
Likewise, popular Infamous Swim “key heritage pieces from previous releases will also be kept in circulation along with designer prints, fresh collaborations, and more”.
“There is something so invigorating about being able to rejuvenate and revitalise a brand after a period of intense strategic planning and investor searching. Our highly talented team will strengthen Infamous’ position and help optimise its operational structure. We will be able to exclusively focus on growth via new product lines and increase the reach into our amazing customer base now that the company is better resourced,” Gemma explains.
“In the ever-evolving resortwear category there are so many great opportunities for investment – we have so many projects in the works including moves to extend our size range to size 24/26. There’s also room for a potential new activewear drop with a similar aesthetic to our matching tracksuits and sprays jackets. These will feature our signature leopard prints with a pop of colour.”
“The team and I are committed to thoughtfully planning each step to maximise our chance of success. We are first and foremost working on ensuring the business is healthy and stable. With the backing of our new partners, I am extremely confident that Infamous is well on its way to becoming one of Australia’s legacy brands. Infamous has a very bright future ahead of it,” Gemma concludes.
POOL-TO-DINNER CLOTHES MADE TO LAST
With a number of Australian fashion brands either closing or reducing their output, one might wonder why a label would decide to launch into a new market, specifically resortwear.
“We have been working on our resort wear for two years and thought it was the perfect time to launch to meet the growing demand for stylish and versatile ‘pool to dinner’ wear that customers have been waiting for,” Gemma explains.
“The Collection is packed with a variety of new items from chic maxi dresses to trendy shirts and shorts sets. Tailored for women who love elegance, versatility, and comfort, this collection is a dream. Plus, there are sporty shirts and short sets for both men and women, perfect for couples to match and create amazing memories at the beach or on family getaways. We believe that resort wear and swimwear go hand in hand.”
Creating more versatile clothing that will last and not be tied to fleeting trends, is part of Infamous Swim’s ethos when it comes to sustainable production and ensuring product quality.
“Our swimwear is made to last. We make sure that all of our pieces can be worn year after year so it’s not a one use and throw out. We are very cautious with what samples we order to create less waste as well as our items coming in recyclable packaging,” says Gemma.
The brand is aware that overproduction and overconsumption are both serious issues for the fashion industry: “We try our best to forecast every season to minimise over ordering which reduces over production. We are big in swimwear being used for more than one season.”
Discover the new Infamous Swim resortwear collection at infamousswim.com.au/collections/resortwear and shop the brand’s iconic swimwear at infamousswim.com.au/collections/swimwear. You can also follow the brand at @infamous_swim
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