Global Swimwear Group Bond-Eye Australia Aims for Growth with Sustainable Collections and Digital Marketing Expertise
Bond-Eye Australia Group, known for its swimwear brands Bond-eye, Sea Level Australia, Artesands, and Nip Tuck Swim, is setting its sights on expansion. With its origins at Bondi Beach in Australia, the group has successfully distributed its brands globally, gaining popularity in Australia, New Zealand, and North America.
Ahead of their participation in the upcoming eTail Australia Connect event, Retail in Asia spoke with Robin Losson, the head of e-commerce at Bond-eye, who is an experienced digital leader with expertise in e-commerce, digital marketing, and marketplace activities. Losson shared insights into the group’s history, objectives, and challenges.
The Bond-Eye Australia Group was established with a mission to bring the Australian beach lifestyle to the world. Starting with the iconic Bond-eye brand and its signature crinkle swimwear design, the group expanded its offerings over the years, always maintaining a commitment to impeccable quality, exceptional customer service, and a sustainable approach.
While each of the group’s four brands is at a different stage of development, the overarching objective remains the same: to meet the growing demand and expand global capabilities while preserving the quality of operations and customer service. All four brands have experienced significant growth in recent years, and the main challenge lies in transforming the fast-growing online stores into a successful global multi-brand operation. This requires identifying efficiencies, streamlining activities, and delivering the expected growth and customer experience to set the group up for future success.
Each brand within the Bond-Eye Australia Group has its own strategies and target customers in various markets. According to Losson, the key is to effectively present the unique products and values of each brand to the market. The group differentiates itself by emphasizing its commitment to quality and fit through extensive engineering and design efforts. However, the challenge lies in effectively communicating these qualities to customers who primarily interact with the brands online.
To address this challenge and further strengthen their brand presence, the Bond-Eye Australia Group has planned numerous initiatives for the year. They have secured promising partnerships to establish themselves as major players in Europe while consolidating their position in the US and Canada markets.
At the upcoming eTail Australia Connect event, Losson will share the group’s perspective on maximizing digital and marketing activities to attract more customers online. Recognizing the crowded and competitive landscape, the group strives to optimize every step of the buying journey. Losson also looks forward to gaining insights from other industry brands and sharing valuable knowledge regarding upcoming trends.
With a strong focus on expansion, sustainability, and customer satisfaction, the Bond-Eye Australia Group is poised for continued success in the swimwear market. Their commitment to quality, unique designs, and effective digital marketing strategies strengthens their position as a global leader in the industry.
As the group continues to innovate and grow, the world eagerly anticipates their future contributions to the swimwear industry and their ongoing mission to bring the Australian beach lifestyle to customers worldwide.
