Source : Perth Now news
The owner of a beloved swimwear brand that was established in Perth almost 40 years ago has made the devastating decision to shut up shop.
Daneechi Swimwear has been popular with Perth women since 1987, and when the original store in Subiaco closed down, current owner Gemma Dunthorne took over in 2018, opening a new store in West Leederville.
After continuing the brand’s legacy for eight years, Ms Dunthorne is ready for a new chapter and wants to sell the business, but has been unsuccessful so far and will have to close Daneechi down.
“Sorry to all our amazing customers, I know this will make you all very sad,” she said, announcing the news in an Instagram video.
“We have been unable to sell the business, and so we will be closing the business up.
“I’ve been trying to sell Daneechi for a couple of months now, but it’s just not the right economy, not the right time of the year, either, so I’ve just made the decision to start winding everything up.
“I’ve been doing this eight years and loved every second of it. I came from the corporate life and dove into swimwear, and it’s been fantastic. I’ve learnt so much, met so many great people, all my wonderful staff over the years, they’ve just been fantastic, but yes, the time has come.”
Ms Dunthorne told PerthNow she had some interested buyers initially, “but they fell away with the rising costs and lack of consumer spending that seems to have occurred since the fuel hikes and other cost-of-living increases this year”.
“Hopefully someone will be interested in buying the trademark & IP in the future. It would be like buying a ‘business in a box’ scenario,” she said.
“It would be a great buy for someone. We also have a manufacturing arm of the business, which might entice those interested in having their own swimwear brand, with built-in customer base.”
The brand has been known for supplying sizes inclusive of all body types, and many regular customers shared their sadness at seeing the brand go.
“Omg. This is so sad. I have loved this store all my life,” one customer said.
Another said: “This is terrible news! You will be very missed.”
“I remember you taking this business over, so sad to watch this update, but also I believe the universe will have something else for you,” a third added.
Others shared some sentimental memories of shopping at the store over the years.
“I remember this store being the first place I ever bought a two-piece bikini from, and my mum taking me to pick. This store has so much history under your and prior owners. Sorry to hear the store is shutting down. Very sad news,” one customer said.
Another said: “Had my favourite pair of bathers custom-made at Daneechi.”
“Geez, that’s sad. I had a custom-made figure skating costume made by you guys in 1988 and have bought bathers since. People need to get buying,” a third added.
Ms Dunthorne said she will miss seeing the smiles and hearing the thanks from customers who “come in terrified to buy swimwear”.
“It’s such a personal thing, buying swimwear, and very few of us ladies have confidence in our bodies,” she said.
“So it was lovely seeing how happy people were when I helped guide them to something that made them feel happy, confident and comfortable. That kind of thing doesn’t happen buying from big business.”
