Seafolly, the 45-year-old Australian swimwear maker, appointed Brendan Santamaria as its new CEO. The hire comes as the brand bounces back from voluntary administration and returns to former owners L Catterton.

Santamaria has over 15 years of CEO experience in branded consumer goods leading global brands such as Everlast, Lonsdale and Disney. In his most recent role as CEO of Designworks, he transitioned a private label apparel business into one of Australia’s largest branded apparel and footwear wholesalers.

Santamaria said: “I am excited to be joining the team at such a pivotal moment for the brand and the global retail environment. Now is the time to shake things up at Seafolly and I see a real opportunity for Seafolly to emerge post-Voluntary Administration as one of the world’s most iconic swimwear and beach lifestyle brands. To date, the brand has established and nurtured a global loyal customer following especially here in Australia. Our goal is to grow this customer base further and set the brand back on its trajectory to global success, together with our partners.”

Commenting on the appointment, head of ANZ at L Catterton, Ondrej Ruzicka stated: “Brendan’s appointment comes as Seafolly embarks onto a new chapter in its journey to further grow and elevate the brand that has been leading the Australian swimwear market for the past four decades. Brendan’s extensive leadership and retail experience will be a huge asset to Seafolly in the next phase of retail post-COVID-19 and in bringing it closer to becoming the world’s most iconic brand in this exciting category.”

Photo courtesy Seafolly/Brendan Santamaria