Today, Camilla Australia Pty Ltd (“CAMILLA”) is thrilled to announce an investment partnership with private investment group, Tattarang, which will further accelerate the brand’s successful global expansion agenda to colour the world.
Tattarang becomes the first investment partner for CAMILLA since the eponymous artist and designer, Camilla Franks, founded her brand 18 years ago on the shores of Bondi beach. Camilla Franks will maintain her role as creative director and lead brand ambassador, and will continue to hold majority ownership as she further expands her vision of bohemian storytelling through print and design.
Since the brand’s inception, CAMILLA has remained true to its ethos of believing that every human is entitled to feel beautiful – no matter their age, shape, size, race, ability or gender. Franks has described today’s announcement as “a dream investment partnership” that will accelerate the CAMILLA brand and its ethos in its worldwide expansion, whilst remaining faithful to its commitment to being a proudly inclusive, sustainable, ethical Australian fashion brand.
This important and influential minority investment comes at a pivotal time for the beloved Australian business. Through years of targeted global wholesaler partnerships, store and pop-up openings and integrated marketing, international sales now represent ~40% of the business’s sales, with the United States representing the most successful international market overall with no signs of slowing down.
Over its lifetime, CAMILLA has evolved from being a pure resort brand to being recognised as a global print house whose strength lies in the true unique offering of its colour experimentation, print storytelling and vibrant brand identity.
CAMILLA founder, Camilla Franks, said: “The brand is and always will be my first baby. We have shaped one another’s worlds and have worked tirelessly to do great things together – but it was time we let someone else into the fold to help spread our wings that little bit further. It was important to me to find the right partner to help get us to the next chapter. I’m so happy to have found Nicola and the Tattarang family – they are the perfect fit for the brand and align with the vision we have for CAMILLA.”
“Together through conscious empowerment, we can elevate people on a global scale, bolstering the incredible artistic talent Australia has to offer, and lead with passion. Our mission is to colour the world and spread the good word of CAMILLA to people everywhere. We share so many synergies with Tattarang including Australian roots, a commitment to sustainability, a purpose beyond commerce, and an interest in storytelling through art. The investment partnership with Tattarang brings me great joy. The ride will be one fabulous adventure – just how we like it.”
The investment priorities for the (largely female) leadership team led by CEO, Jane McNally, include additional stand-alone boutiques – particularly in the United States – raising further brand awareness in more regions including for newer categories such as Mens, Kids and Homewares. CAMILLA’s expanded ranges of Occasion, Resort, Swim and Ready-To-Wear have seen strong demand in the United States market, and the company is ready to further capitalise on the immense talents of its designers, artists and manufacturers in order to colour the world in CAMILLA.
Tattarang Co-Chair Nicola Forrest said she was excited to partner with CAMILLA, a company that is going from strength to strength.
“We are delighted to back Camilla Franks, an extraordinary entrepreneur leading a cutting-edge fashion brand doing amazing things in the creative space,” Mrs Forrest said.
Mrs Forrest said Tattarang would also focus on female founders at an earlier stage in their entrepreneurship journey and she aimed to assist more businesswomen to develop successful enterprises at the scale of CAMILLA.
“Camilla is a brilliant example of a passionate and committed entrepreneur who truly cares about her brand and her customers and has put Australian fashion on the global stage, as well as being a role model to other female founders.”
CAMILLA has also transitioned into a global omnichannel brand – more than doubling its digital mix over the last three years, growing from 18% in 2018 to 47% online sales today, and complementing an experiential bricks-and-mortar presence which consists of 25 retail boutiques across Australia and the United States, and 264 premium wholesale stockists across the globe spanning 65 countries.