SME  /  SUSTAINABILITY

By FedEx | May 5, 2025

Eco swimwear is having a moment. Stylish and sustainable brands like Cleonie are combining Aussie beachwear heritage with smart e-commerce campaigns to capture overseas customers.

• Since 2012, Cleonie Swimwear has blended bespoke designs with ocean-friendly, recyclable materials to appeal to beachgoers in Australia and beyond. 
• Launched by Kitty Scott on Australia’s Central Coast, the brand relies on strategic logistics support to reach customers around the world.
• Personalized designs and a customer- and eco-centric focus are driving growth in key markets like the Trans-Tasman region, the US, UK and Europe.

With endless sun-kissed beaches and a thriving surf culture, the laidback Australian lifestyle is the ideal launchpad for a growing wave of exceptional sports and swimwear brands. 

Typically, the founders of Australia’s emerging outdoors brands are deeply in tune with their target audience. Most favor social media-first strategies to win over fans with relaxed, personality-driven product campaigns. Aussie swimwear brand Cleonie is part of a cohort of contemporary designers bringing homegrown brands to global shores.  

Cleonie Swimwear was launched in 2012 by Kitty Scott, a fashion designer who channels her love for the ocean and creative spirit into unique swimwear. Born from a desire to create beautiful, personalized pieces, Cleonie's journey began in a sun-filled studio on Australia's Central Coast. 

Fueling growth through personalization and sustainability

Cleonie Swimwear's story is grounded in personalized service and sustainable practices. The brand's ability to offer customizable swimwear sets it apart in a competitive market. Each order is individually cut and hand-sewn, allowing customers to personalize their swimwear by choosing colors and cuts.

By letting customers in on the design process, Cleonie fosters a sense of ownership and brand loyalty. Combined with a commitment to sustainable swimwear, this customer-centric approach has been instrumental in driving the brand’s success domestically and overseas.

To Kitty and her sustainably minded customers, environmentally conscious values matter. Cleonie manufactures exclusive ‘eco-crinkle’ fabric locally in Australia, which offers a unique texture and one-size-fits-most design.

Sustainable Italian fabrics like VITA and ECONYL®, a 100% regenerated nylon fiber made from recycled fishnets and other nylon waste, are also used across the range.

Global reach in key markets

So far, Cleonie has successfully expanded into key international markets, including the US, Europe, and the UK. Each presents unique consumer preferences and logistical challenges, with the need to manage deliveries that are often thousands of miles away.

In general, the US and European markets value robust tracking and customs management. The UK, with its discerning fashion sense, appreciates Cleonie's commitment to both style and more sustainable practices.

By strategically targeting key markets, Cleonie is actively expanding its international presence, supported by local FedEx teams to manage seamless worldwide deliveries.

Overcoming cross-border logistics challenges

Like many Australian e-commerce start-ups, Cleonie Swimwear encountered transportation and logistics challenges in the beginning, struggling to find quality services and value for money. To proactively address these issues, Cleonie worked with FedEx Australia* for fast, reliable shipping solutions and enhanced order tracking, which is essential for building customer trust and satisfaction.

“Cleonie and FedEx both share a commitment to enhancing the customer experience,” shares Kitty Scott, founder and designer at Cleonie Swimwear.

“We can leverage fast and reliable delivery and improved order tracking services – crucial factors for our customers, especially during peak shopping seasons like the European summer.”

“We’ve also optimized inventory management, helping us mitigate the impact of potential stock shortages. All electronic trade documents are effortlessly uploaded, saving us time and helping us maintain a seamless purchase experience for our customers.”

With efficient delivery through services like FedEx International Priority or FedEx International Economy, Cleonie anticipates increased sales, market penetration, and ongoing international expansion.

With shipping sorted, Cleonie has been able to focus extra resources on marketing and promotions to add value for customers and strengthen its brand presence.

For Australian SMEs aiming to go global, Cleonie Swimwear's journey shows how sustainable materials, personalized design, and a robust logistics strategy can form a winning formula for international growth.

***

*FedEx operates domestic business-to-business transportation services in Australia via TNT Express. Visit this page for more information.