Ecommerce fashion boutique Hello Mello has launched its first in-house swimwear label Hello Molly Swim ahead of the upcoming SS18/19 season, in a move to expand its current brand portfolio into the $28.83 billion swimwear market.
The online fashion retailer already offers a distinct range of event and party wear to its customer base.
Its swimwear venture will open doors to a new market with the aim to position itself as a cross-divisional fashion brand.
Hello Molly's brand operations manager Ena Eaton said that the launch of the swimwear line was a natural progression for the online retailer.
“Sand, surf, sunshine – these are all very much ingrained in our brand.
“No matter the style, there's always that element of beach glam.
“Hello Molly Swim was such a natural progression for us.
“Since its launch, customers have responded well to the on-trend cuts and attractive price points.
“We look forward to the interest ramping up as we enter our strongest retail period.”
Since launching in 2012, the company has sought to engage with every aspect of the consumer's lifestyle – from the debut of in-house evening wear label Dear Emilia late last year to launch of swimwear this season.
The swimwear line launched earlier this month alongside its first campaign '#SaltyNotSalty'.
“We'll never forget our partywear roots, but we want our customers to know they can count on Hello Molly in all aspects of their lives.
“From cocktail hour to Sunday brunch and now to the beach thanks to our new swimwear line!
“Perhaps even the gym next...”