Sirens Swimwear eyes summer market as it makes itself at home in Brisbane

Author: KIMBERLEY VLASIC  Date Posted:31 October 2013 

SIRENS of the silver screen have crossed the border to settle in Brisbane's southeast.

Bettina McLeod has taken the reins of Sydney-grown label Sirens Swimwear, moving the national headquarters to her Carindale home.
The growth strategist spent more than two years hunting for a company that was the perfect fit, with her own fashion career shelved by a car accident when she was 21.

"It's good to be back in fashion, it's really fun and I love that people value the quality of the product," Ms McLeod said.

Harking back to the 1950s and 60s, Sirens Swimwear cossies exude old-school Hollywood glamour and were showcased yesterday at the Bulimba Fashion Festival.

"Being vintage, retro styles we have a lot of young girls who love our brand but our main market would be women who are in their 40s, who don't have the perfect body and just need a style that suits them," Ms McLeod said.

Sales have jumped since new marketing strategies were introduced in New South Wales and the owner-designer now has her sights set on Queensland boutiques.

"Our stockists have started to reorder two and three times over and normally they wouldn't reorder until November."

Sirens Swimwear will launch a new line in two weeks and expansion to the US and the United Kingdom could also be on the horizon.

"Once we've established in Queensland our view is to be able to set up an online store overseas and find stockists as well," Ms McLeod said.

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