Australian swimwear label Seafolly will open a chain of flagship stores as part of a plan to build up the brand's reputation in the UK. The popular label is already available in department stores such as John Lewis, House of Fraser and Selfridges, but will now look to sell from its own stores too. It began its assault on the UK market with its first ever outdoor advertising campaign outside of Australia in May. Seafolly chief executive Anthony Halas said: "The next stage is to build the brand so that we have people asking for Seafolly." Halas says the UK market is unique as most consumers buy own-brand swimwear and have a lack of recognition of branded swimwear. "Seafolly's first job is to raise awareness of the brand and convert own-brand sales into branded sales by making Seafolly more available." The brand's annual advertising campaign in Australia signifies the start of the summer, where it enjoys a dominant market share of between 35% and 40%.