Based in Sydney, Australia, leading summer lifestyle brand SUNNYLiFE creates luxe summer essentials for the whole family, including an extensive range for kids. CWB speaks to creative director, Taryn Glick, to learn more about the company and its plans for the UK.
Laura Turner: What’s the story behind SUNNYLiFE?
Taryn Glick: Born on the beaches of Sydney in 2003, SUNNYLiFE is the world’s leading summer lifestyle brand. Conceptualised and designed in Bondi Beach in Sydney, SUNNYLiFE was created with a simple goal in mind: to make elevated summer essentials and share the Australian summer lifestyle with the world. Today, the SUNNYLiFE team work tirelessly to create innovative and high-quality products that bring joy to pools, beaches and sun-drenched holiday destinations across the globe. We pride ourselves on creating stylish and innovative products that last all year round and for many summers to come.
LT: What does SUNNYLiFE’s full offer comprise?
TG: SUNNYLiFE offers a full range of beach, pool and picnic essentials to be enjoyed by all ages. Our kids’ range provides a full scope of swim time accessories from baby essentials (one year plus) through to teens. This season, alongside our family favourite styles, we are introducing new innovative products to guide children along every step of their water play journey, including our new Bubble Back Floats and Floatie Jackets.
LT: What’s new for kids for 2024?
TG: Our Summer 2024 kids’ range, which is currently in the market, features four exciting new icons – Princess Swan, Melody the Mermaid, Salty the Shark and Cookie the Croc – which will set little imaginations running wild with endless hours of water play. We have also launched our first-ever baby collection, Apple Sorbet, featuring an adorable hand-drawn apple motif in gorgeous pastel colours. We are excited to watch our SUNNYLiFE bubbas discover the joy of splish-splashing this summer and will be offering new innovative additions to our baby range in Summer 2025.
LT: What else can we expect for Summer 2025?
TG: SUNNYLiFE’s Summer 25 range, Sunkissed, focuses on three hero colour palettes in the beach and poolside category. Bold stripes and pared back hues are purposely designed to mix and match with one another. This season we also introduce two new kids’ characters – Bonnie the Butterfly and Sid the Seagull – alongside three cool capsule collections for teens. We have also expanded our adorable baby collection with new formats and stories: Dex The Duck and Strawberry Sunshine.
LT: What would you highlight as your bestsellers for kids?
TG: Our kids’ range has something for every little summer lover, from cautious paddlers through to swimming pros. Our bestselling products include the Swim Vests, Dive Buddies for fun in the pool, and our Float Together Baby Seat designed for bubs’ and adults’ interactive play.
LT: How many stockists does SUNNYLiFE currently have and how wide is your distribution?
TG: SUNNYLiFE is stocked in over 1,000 respected retailer partners globally, spanning over 20 countries – and growing.
LT: SUNNYLiFE recently appointed Beach2Bar as its UK sales agent. What are your wholesale plans for the UK?
TG: SUNNYLiFE is realigning its focus towards the wholesale business in a big way. Our commitment to our wholesale partners transcends mere transactions; we foster genuine partnerships. From initial sell-in to eventual sell-through, we are dedicated to providing comprehensive support for enduring collaboration, and we are excited to be working with Beach2Bar to bring the Australian summer lifestyle to the UK.
LT: What are the short and long-term plans for the company?
TG: As a brand, we are currently working to support the sell-through of our Summer 24 range, which is performing extremely well in the market. In the long term, we are prioritising brand awareness internationally with a particular focus on the UK and the US, in turn providing a halo effect that will trickle down to be enjoyed by all retail partners.
For UK wholesale enquiries, please contact sales@beach2barltd.co.uk. Click here to visit the SUNNYLiFE website.
