Area of interest swimwear label Fella has opened its first have-brand name retailer, in the hip Sydney suburb of Paddington.
Founded by Rosie Iffla and Christine Tang-Corte in 2012, the brand’s minimalistic type of swimwear has earlier only been accessible on line or by way of picked resellers.
Iffla and Tang-Corte designed Fella after recognising a gap for ‘sleek simplicity and elevated fabrications’ in a market then dominated by huge makes marketing and advertising skimpy bikinis and surf-impressed use.
“Our complete strategy of the manufacturer was to generate items that were versatile so you could have on them beneath a cotton shirt as a pseudo-bra or even as a crop best with extensive-leg trousers,” Iffla told Broadsheet.
The new store lets shoppers to consider on objects right before invest in and organise tailor made alterations. It also affords the founders extra back-of-office space to control its rising wholesale and on the net small business.
“Seventy per cent of our prospects in Australia on the web occur from NSW. We needed them to be able to attempt on the swimwear, find their great in good shape and dimension, and also get equipped for personalized alterations when desired,” said Iffla.
Along with the brand’s main assortment of block-colored bikinis and a single-pieces, is a new collaboration with manner designer Lucy Folks features in the Paddington retail store.