Creating the new range and website
You may be wondering why we chose to launch our new range and website in the middle of winter. Good question… the simple answer relates to the retail calendar - which has evolved over the years outwards from Xmas. Long story short - Summer product goes into store in winter, and winter product goes in at the tail-end of summer. It’s a topsy-turvy world we inhabit.
From a product point-of-view, because all SunnyLIFE product is custom created by us, we are working on new ranges up to 12 months before they hit the stores. It means that we spend a lot of time pondering what beach towels people will be liking over a year down the track. The design team spends time pouring over trends, product styles, market knowledge and (occasionally) some whims. Then, with the help of our awesome production team, we start the development process - which involves sampling, product testing, packaging development & plenty of tweaking. Even the simplest of products have a multitude of details to consider - so given that we are developing literally hundreds of products, my beach time diminishes during this period!
As for the new website - this baby has been 6 months in the making… At SunnyLIFE, our desire is keep things simple and stylish - which is not always an easy task to execute. Our primary aim was to ensure our website accurately portrays and reflects the brand image, which includes the introduction of the beautiful SunnyLIFE girl. The imagery has been created to tell the story of a day in her life and how SunnyLIFE product serves the time spent outdoors. I’m really proud of how the images came out, thanks to our gorgeous model, Ellie, and our fab photographer, Susan. I hope you like the imagery as much as I do - but spare a thought for Ellie who managed to think sunny thoughts on a cold and blustery winter’s day in Sydney!