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Australian label Infamous Swim has been purchased by a local group of self-funded entrepreneurs, with brand founder Gemma Crowe continuing as CEO.
It follows a brief period of voluntary administration for the brand.
The new team will inject cash and utilise their business expertise alongside Crowe’s in a bid to take the brand on through its next phase of development. This includes a new outlook, prioritising stability and sustainable growth ahead of plans to scale up.
The brand will trade as part of a new company with new directors. Gemma will remain fully involved and influential in key decisions, particularly in creative direction and customer engagement.
The latest members to join Infamous are Australian fashion designer Mary Ioannidis, tech CEO Alex Macpherson, serial investor Brad Down, commercial director Matt Child, and operations and information security specialist Greg Campbell.
“During negotiations between Alex Macpherson and myself, it became apparent that there was immediate synergy within the group,” Crowe said. “Thus the new team was quickly aligned in giving our Australian founded ecommerce brand a new lease of life.
“With their deep expertise and complementary skill sets, I am confident that Infamous will be well-positioned to consolidate its market advantage.”
The relaunch will focus on managing company finances and operations to withstand external pressure, particularly the managing of cash flow to avoid the previous entities' pitfalls of being caught up in a “punishing cycle of high interest rates stemming from short-term loans meant to tide the business through rough patches.”
“Having worked on a range of start ups and scale ups we are very familiar with the growing pains associated with an expanding business,” Macpherson said. “This is why we endeavour to anticipate and plan for all possible scenarios so that Infamous can capitalise and consolidate its strengths.”
As part of the relaunch, the team will continue to focus on the brand’s key values including matching family outfits as well as inclusive sizing and styles. Key heritage pieces from previous releases will also be kept in circulation along with designer prints and new collaborations.
“There is something so invigorating about being able to rejuvenate and revitalise a brand after a period of intense strategic planning and investor searching,” Crowe said. “Our highly talented team will strengthen Infamous’ position and help optimise its operational structure.
“We will be able to exclusively focus on growth via new product lines and increase the reach into our amazing customer base now that the company is better resourced.
“In the ever-evolving resortwear category there are so many great opportunities for investment - we have so many projects in the works including moves to extend our size range to size 24/26.
“There’s also room for a potential new activewear drop with a similar aesthetic to our matching tracksuits and sprays jackets. These will feature our signature leopard prints with a pop of colour.
“The team and I are committed to thoughtfully planning each step to maximise our chance of success. We are first and foremost working on ensuring the business is healthy and stable.
“With the backing of our new partners, I am extremely confident that Infamous is well on its way to becoming one of Australia’s legacy brands. Infamous has a very bright future ahead of it.”
Infamous Swim was launched in 2018 and has since expanded to cover the US market with a dedicated website.