CRUMPLER SEES BAGS OF POTENTIAL IN TIGERLILY
THE new owner of Tigerlily says a dramatic brand overhaul which saw it move away from its bikini and bohemian beach-babe roots – ramping up prices in the process – fell flat with customers.
Aussie bag maker Crumpler has taken over Tigerlily in an unusual pairing.
“One thing that I was very conscious of in bringing on the brand is that we do not want to lose that aesthetic and beach lifestyle culture,” Crumpler chief Adam Wilkinson said.
“We have made a very conscious decision to recruit people who are living and breathing that culture.”
The takeover by Crumpler, which is marking its 25th anniversary, follows Tigerlily being placed into voluntary administration in March.
The collapse came amid the coronavirus crisis but followed a major brand overhaul unveiled in late 2019.
The new direction saw Tigerlily wipe its archive of 4300 photos from Instagram, unveil a new logo, highlight its apparel offer over swimwear and shift towards higherpriced fabrics.
Since being taken over by Crumpler, which went through a successful rebrand under Mr Wilkinson in 2018, Tigerlily has restored its original logo and is getting ready to roll out a new collection more in keeping with its past. “Tigerlily lost its way,” Mr Wilkinson said. “When we looked at the business we felt if we could bring it back to the fun, eclectic design and aesthetic the brand was known for, there was a real opportunity.
“Obviously a brand needs to evolve and we need to be on trend, current and relevant, but bringing back some of the key shapes, the bright colours, making sure the price point is accessible and offers really good value, that is the key for us.”