Tigerlily finds second life with Crumpler

Marketing image supplied by Tigerlily showing a woman on a beach.
(Source: Supplied by Tigerlily)

Embattled swimwear brand Tigerlily is making a comeback and joining forces with iconic Aussie bag brand, Crumpler, just a few months after entering voluntary administration.

Both brands will now be led by Crumpler CEO Adam Wilkinson and share IT systems, warehousing and head office space in Melbourne.

“Crumpler and Tigerlily remain separate businesses with independent identity and aesthetic as well as individual design marketing and customer support teams,” Wilkinson said in a statement.

“This shared approach will allow both brands to streamline costs and create more robust financial efficiencies particularly in light of the unfolding COVID-19 impact on the retail sector.”

Tigerlily went into voluntary administration in March, just a few months after launching a rebrand to celebrate its 20th anniversary.

“Tigerlily was impacted negatively by the downturn in the retail sector but more particularly, coronavirus,” Korda Mentha partner Scott Langdon told Inside Retail. “There was limited foot traffic through shopping centres and therefore sales.”

“Without a doubt, the sales data is overwhelming that it’s definitely significantly slowed since coronavirus has come through. It’s incredibly telling.” 

This year, Crumpler celebrates its 25th anniversary. In 2018, it began work towards revitalising the brand and entering the South East Asian market.

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