Seafolly is Australia's largest swimwear brand with a local market share of 35%, flagships stores located in Australia, United States and Singapore, and over 400 stockists worldwide.[3][4][5]Seafolly was founded in 1975 by Peter and Yvonne Halas. Their son Anthony Halas took over as Managing Director in 1998[6] and is the current CEO.[7] Seafolly's Head Designer is Genelle Walcom[8] who has designed the Seafolly swimwear range since 1979.

Brands under the Seafolly umbrella include Seafolly Ladies, Limited Edition, Seafolly Girls, Seafolly Toddlers and Tiger Joe for boys. Seafolly also has a joint venture with Megan Gale for her own-designed swimwear brand, Isola by Megan Gale.[9] Seafolly also owns Sunburn, a multi-brand swimwear retailer with 18 stores across Queensland and New South Wales.

Seafolly opened its first international store in Singapore in June 2011.[10] Seafolly has a number of Seafolly Concept stores located in Australia and Singapore, including an . Seafolly also opened their first U.S.A. store in Fashion Island, Newport Beach, California, in October 2013. [2]Seafolly head offices are located in Sydney, Australia.

Seafolly has a long list of famous model ambassadors including Jessica Hart, Miranda Kerr, Gigi Hadid, Catherine McNeil, Samantha Harris, Alyssa Sutherland, Behati Prinsloo and Marloes Horst.[2]