Tigerlily

Recorded answer text · Google AI Overviews · 11 October 2026

Seafolly is owned by the Hong Kong-based Bondi Brands Group, which acquired the Australian swimwear label in August 2023.

- Founded (1975): Created in Sydney, Australia, by Peter and Yvonne Halas. - L Catterton (2014-2023): U.S. private equity firm L Catterton (via L Capital Asia) bought a controlling 70% stake in 2014, taking full control after the Halas family cut ties, and guiding the brand through a 2020 administration. - Bondi Brands Group (2023-Present): Sold to Bondi Brands Group (founded by apparel manufacturer Vision Brands Group and offshore shareholders) for approximately $70 million.

Would you like information on Seafolly's current store locations or its subsidiary brands like Tigerlily and Jets?

Recorded answer text · ChatGPT · 11 October 2026

If you want to know what swimwear brands Australians actually wear - rather than just what gets promoted by influencers - I'd look at a mix of mainstream Australian labels, surf brands, department-store favourites and smaller Instagram-born brands.

Australia has a pretty broad swimwear culture: Bondi-style bikinis, practical lap-swimming and surf gear, flattering one-pieces, and resortwear for holidays all have their own audiences.

The important distinction is between brands Australians recognise, brands people commonly buy, and brands that are fashionable right now\. Those lists overlap, but they aren't identical.

## The swimwear brands Australians actually wear

A practical shortlist based on Australian fashion coverage, established retail brands and current swimwear trends - not a verified sales ranking.

!Seafolly 'Passport to Summer' 2024 Swimwear in Sicily Media - Anne of Carversville

1\. Seafolly

(Mainstream classic)

One of the safest answers if you mean a recognisable Australian swimwear brand. Bikinis, one-pieces, beach cover-ups and resort styles for a broad audience.

Style: classic, colourful, beach-ready.

Shop Seafolly · www.who.com.auwww.womensweekly.com.auflux.agencywww.marieclaire.com.au

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!Women's Swimwear - Australian Designed | Baku™ Swimwear

2\. Baku

A good name to know for flattering cuts, supportive swimwear and more traditional bikini and one-piece options. Less dependent on social-media trends.

Style: wearable, feminine, fit-focused.

Shop Baku

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!Triangl - Triangl Neoprene Bikini on Designer Wardrobe

3\. Triangl

The Instagram-era bikini brand known for distinctive textures, bold colours and matching sets. Its official best-seller collection is a useful indicator of what it currently promotes as popular.

Style: youthful, statement bikinis, holiday outfits.

Shop Triangl best sellers · triangl.comwww.whowhatwear.com

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!Bydee Swimwear: Aussie bikini brand beloved by TikTokers and celebs moves into jewellery | 7NEWS

4\. Bydee

A fashion-forward option if you're thinking of coordinated sets, distinctive prints and the kind of bikini worn on summer holidays and shared on social media.

Style: playful, printed, trend-led.

Shop Bydee

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!Tropical Bikinis | Women's Tropical Print Swimwear - Kulani Kinis

5\. Kulani Kinis

Bright prints, playful designs and mix-and-match bikinis. Worth knowing for the younger, social-media-driven end of the Australian swimwear market.

Style: colourful, fun, youthful.

Shop Kulani Kinis

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![New Arrivals 2025 | Our Latest Women's Surf Styles - ROXY](

6\. Roxy

A familiar surf-culture choice for bikinis, boardshorts, rash vests and swimwear that needs to stay put in the water.

Style: sporty, surf-inspired, practical.

Shop Roxy Australia

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!BONDI BORN® Australia & New Zealand

7\. Bondi Born

An elevated, minimalist choice for clean lines, understated colours and polished one-pieces. More premium than an everyday budget buy.

Style: understated luxury, sophisticated.

Shop Bondi Born · www.womensweekly.com.auflux.agency

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!Less Gym, More Swim | Swimming Workout Program | Speedo Australia

8\. Speedo

For actual swimming rather than just beach photos: lap swimming, training, pool sessions and performance swimwear.

Style: functional, athletic, chlorine-friendly options.

Shop Speedo Australia · www.itogs.com

## Other labels worth knowing

![Everlasting Balconette - peony AUS](

Peony

Romantic prints, feminine silhouettes and premium holiday swimwear.

Website · www.who.com.auwww.womensweekly.com.auflux.agencywww.marieclaire.com.au

!Bernie Top, Noir

Fella Swim

Minimalist, fashion-conscious swimwear with a more editorial look.

Website

!Form and Fold Swimsuit Review: Is The Square one piece worth it, pros, cons, and everything to know | The swimsuit I refused to take off this summer - nine.com.au

Form and Fold

Especially relevant for fuller busts and supportive bikini fits.

Website · www.marieclaire.com.auwww.womensweekly.com.auwww.elle.com.au

!Womens Sunrays Talia Bralette Bikini Top - Billabong AU

Billabong

Surf-inspired swimwear, casual beach basics and practical styles.

Website

![Tahiti Reversible Wrap Swimsuit | Women's Blue One-piece - Baiia Swimwear](

Baiia

Versatile wrap designs and adjustable styling for people who want more flexibility in fit and coverage.

Website

## What are Australians wearing in 2026?

The shift isn't just about which label is on the swimsuit. Coverage and comfort are becoming important style choices, too. In January 2026, The Guardian reported that Australian searches for bikini shorts had overtaken searches for thong bikinis, with high-waisted shorts, tankinis and fuller-coverage options gaining traction. www.theguardian.com

!Seafolly - Oasis Belted Hollywood Boyleg - Atoll Blue | Swimwear Galore AU

Bikini shorts and fuller coverage

A less revealing alternative to thong-cut bottoms, without sacrificing a fashionable look.

!Topanga Este One Piece Swimsuit In Dark Choc - FREE* Shipping & Easy Returns - City Beach United States

Minimalist one-pieces and neutrals

Black, brown and clean silhouettes are easy to wear across beach days and resort holidays.

![About Us | Born In Sydney, Australia in 1975 | Seafolly Australia

- Seafolly US](

Prints and matching sets

Still a strong choice for people who treat swimwear as part of their holiday wardrobe.

## My honest shortlist

If I were narrowing the market down by the type of Australian swimwear culture you're trying to capture\:

- Everyday, established Australian brand\: Seafolly - Fashionable, younger bikini market\: Triangl, Bydee and Kulani Kinis - Premium, understated beach style\: Bondi Born and Fella Swim - Surf and active swimming\: Roxy, Billabong and Speedo - Support and fit\: Baku and Form & Fold

These are informed recommendations, not a measured ranking of what Australians buy most.

One question that would help me make this much more accurate\: are you researching brands Australians wear for market research or a potential swimwear business, or are you looking for brands to buy for yourself? The best shortlist differs quite a bit depending on which you mean.

Recorded answer text · Perplexity · 11 October 2026

Here are the most iconic Australian swimwear brands, spanning heritage labels, luxury resortwear, surf culture, and performance swimwear:

- Seafolly - Australia's quintessential beach brand, known for flattering bikinis, colourful prints, and broad size and style ranges. Founded in 1975, it is one of the country's best-known swimwear names. - Speedo - The classic Australian performance-swim brand, founded in Bondi in 1928 and strongly associated with competitive swimming and the iconic brief. - Zimmermann - The luxury choice, recognised worldwide for feminine silhouettes, intricate prints, romantic details, and high-end resortwear. - JETS - A polished, fashion-forward label specialising in elegant, often minimalist swimwear and resort pieces. - Baku - A strong option for supportive, fuller-cup swimwear, with a reputation for well-constructed bikini tops and sophisticated prints. - Tigerlily - Known for bohemian prints, bright colours, and relaxed resort styling. - Bondi Born - A contemporary premium label with clean lines, understated colours, and refined minimalist designs. - Monday Swimwear - Popular for modern, mix-and-match bikinis and figure-conscious cuts. - Peony - A Byron Bay-based label celebrated for romantic, feminine designs and more sustainable-minded production. - C.DESIGN - A revived Australian label associated with '90s-inspired minimalism and classic silhouettes. - R.M.Williams Swim - A distinctly Australian lifestyle option, suited to understated, practical resortwear. - Marvell Lane - Particularly notable for fuller-bust swimwear, with specialised sizing designed for curvier figures.

### Quick picks

| Best for | Brand | |---|---| | Heritage beachwear | Seafolly | | Competitive swimming | Speedo | | Luxury designer style | Zimmermann | | Fuller busts | Baku or Marvell Lane | | Minimalist design | Bondi Born | | Bohemian resortwear | Tigerlily | | Romantic, feminine styles | Peony | | Mix-and-match bikinis | Monday Swimwear |

For the most unmistakably Australian shortlist, start with Seafolly, Speedo, Zimmermann, JETS, Baku, and Tigerlily.