Beloved fashion brand makes a surprise comeback—Here’s what shoppers need to know for its 25th anniversary
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If you’ve ever strolled along an Aussie beach or flicked through a summer fashion mag in the last two decades, chances are you’ve spotted unmistakable boho-chic prints.
For many, this brand’s vibrant swimwear and relaxed resort wear have been as much a part of the Australian summer as zinc on your nose and a cold ice block in hand.
Now, after a rocky couple of years, the brand is making a triumphant return—just in time to celebrate its 25th anniversary!
Tigerlily’s journey has been anything but smooth sailing. Founded in 2000 by model and designer Jodhi Meares, the brand quickly became synonymous with the laid-back, sun-kissed lifestyle of Bondi Beach.
Its unique prints, quality fabrics, and attention to detail set it apart from the crowd—so much so that you could spot a Tigerlily bikini from a mile away.
But like many fashion labels, Tigerlily faced its fair share of challenges. After being snapped up by Billabong in 2017 and later by Crescent Capital Partners for a cool $60 million, the brand hit stormy waters during the Covid-19 pandemic.
With retail and fashion sectors taking a massive hit, Tigerlily collapsed in March 2020, and despite a brief restructuring and a move towards eco-friendly fabrics, it ultimately ceased trading in early 2024.
Now, Tigerlily is back, and the timing couldn’t be better. The brand is relaunching this Friday, just in time for its 25th birthday, and is promising to bring back the 'vibrant, fun personality' that made it a household name in the first place.
According to general manager Prue Slocombe, the focus is on reconnecting with customers and staying true to the brand’s roots.
'We’re taking Tigerlily back to that really vibrant, fun personality it had 10-15 years ago when it was in its prime,' Slocombe shared.
And for those who’ve been missing their favourite heritage prints, you’re in luck—Tigerlily is dipping into its archives to relaunch some of its best-selling designs.
Tigerlily’s signature bikinis, swimwear, and accessories will be available online and through select retail partners, including department store giant Myer.
While the brand once boasted 10 standalone stores and 40 wholesale partners across Australia and the US, the new approach is more considered, focusing on quality over quantity and ensuring every piece lives up to the Tigerlily name.
One thing Tigerlily isn’t compromising on is quality. 'Quality is king,' says Slocombe. 'You could see a bikini on the beach and you knew it was Tigerlily—not every brand has that.'
Expect beautifully finished details, metal trims, patchwork prints, and the kind of craftsmanship that made Tigerlily a favourite in the first place.
And with cost-of-living pressures on everyone’s mind, the brand is committed to offering its unique designs at the right price. After all, a little luxury shouldn’t break the bank!
In recent years, Tigerlily has made strides towards sustainability, moving to eco-friendly fabrics like organic materials and natural fibres.
While the relaunch is all about celebrating the brand’s heritage, there’s also a focus on making fashion choices that are kinder to the planet—a win-win for style and sustainability.
The timing of Tigerlily’s return couldn’t be better. Not only is the brand celebrating a major milestone, but boho style is trending once again.
'It feels like the stars have aligned for us,' says Slocombe. And with the Australian fashion industry bouncing back post-Covid, there’s a renewed appetite for homegrown brands that know their customers and stay true to their roots.
Read more: Federal court decision reveals truth as favourite Aussie fashion brand faces collapse
Were you a Tigerlily fan back in the day? Do you have a favourite piece or a special memory tied to the brand? We’d love to hear your stories! Drop a comment below and let us know what Tigerlily means to you—or if you’re planning to check out the new collection.
For many, this brand’s vibrant swimwear and relaxed resort wear have been as much a part of the Australian summer as zinc on your nose and a cold ice block in hand.
Now, after a rocky couple of years, the brand is making a triumphant return—just in time to celebrate its 25th anniversary!
Tigerlily’s journey has been anything but smooth sailing. Founded in 2000 by model and designer Jodhi Meares, the brand quickly became synonymous with the laid-back, sun-kissed lifestyle of Bondi Beach.
Its unique prints, quality fabrics, and attention to detail set it apart from the crowd—so much so that you could spot a Tigerlily bikini from a mile away.
But like many fashion labels, Tigerlily faced its fair share of challenges. After being snapped up by Billabong in 2017 and later by Crescent Capital Partners for a cool $60 million, the brand hit stormy waters during the Covid-19 pandemic.
With retail and fashion sectors taking a massive hit, Tigerlily collapsed in March 2020, and despite a brief restructuring and a move towards eco-friendly fabrics, it ultimately ceased trading in early 2024.
Iconic Australian swimwear and apparel brand Tigerlily is making a comeback, relaunching in time for its 25th anniversary after experiencing a turbulent couple of years and financial difficulties. Image source: Sky News Australia / Youtube.
Now, Tigerlily is back, and the timing couldn’t be better. The brand is relaunching this Friday, just in time for its 25th birthday, and is promising to bring back the 'vibrant, fun personality' that made it a household name in the first place.
According to general manager Prue Slocombe, the focus is on reconnecting with customers and staying true to the brand’s roots.
'We’re taking Tigerlily back to that really vibrant, fun personality it had 10-15 years ago when it was in its prime,' Slocombe shared.
And for those who’ve been missing their favourite heritage prints, you’re in luck—Tigerlily is dipping into its archives to relaunch some of its best-selling designs.
Tigerlily’s signature bikinis, swimwear, and accessories will be available online and through select retail partners, including department store giant Myer.
While the brand once boasted 10 standalone stores and 40 wholesale partners across Australia and the US, the new approach is more considered, focusing on quality over quantity and ensuring every piece lives up to the Tigerlily name.
One thing Tigerlily isn’t compromising on is quality. 'Quality is king,' says Slocombe. 'You could see a bikini on the beach and you knew it was Tigerlily—not every brand has that.'
Expect beautifully finished details, metal trims, patchwork prints, and the kind of craftsmanship that made Tigerlily a favourite in the first place.
And with cost-of-living pressures on everyone’s mind, the brand is committed to offering its unique designs at the right price. After all, a little luxury shouldn’t break the bank!
In recent years, Tigerlily has made strides towards sustainability, moving to eco-friendly fabrics like organic materials and natural fibres.
While the relaunch is all about celebrating the brand’s heritage, there’s also a focus on making fashion choices that are kinder to the planet—a win-win for style and sustainability.
The timing of Tigerlily’s return couldn’t be better. Not only is the brand celebrating a major milestone, but boho style is trending once again.
'It feels like the stars have aligned for us,' says Slocombe. And with the Australian fashion industry bouncing back post-Covid, there’s a renewed appetite for homegrown brands that know their customers and stay true to their roots.
Read more: Federal court decision reveals truth as favourite Aussie fashion brand faces collapse
Were you a Tigerlily fan back in the day? Do you have a favourite piece or a special memory tied to the brand? We’d love to hear your stories! Drop a comment below and let us know what Tigerlily means to you—or if you’re planning to check out the new collection.
