Success story · Miraclesuit

A global brand.
Local expertise.
Lasting growth.

Developing Miraclesuit across Australia and New Zealand through retail partnerships, local brand management and expansion into complementary categories.

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Shapewear

Swimwear

A distribution partnership built to last

Australia · New Zealand

Shapewear revenue growth10× increase2019–2023

Swimwear revenue growth≈600%2021–2023

Partnership established2017Exclusive ANZ distribution

Portfolio development3 categoriesShapewear · Swimwear · Apparel

The partnership

Building the right distribution network for a premium international brand.

In 2017, we acquired the exclusive ANZ distribution rights for Miraclesuit shapewear, launching the brand into 60 stores within its first six months.

Following the success of the shapewear launch, we partnered with Swim USA in 2021 to introduce the Miraclesuit swimwear line, further expanding to include Miraclesuit apparel in 2025.

Today, the network spans department stores, online retailers and independent brick-and-mortar boutiques across the lingerie, swimwear and bridal sectors—combining major national retailers with specialist independent businesses.

2017 · SHAPEWEAREntering the ANZ market

Exclusive ANZ distribution established for Miraclesuit shapewear.

2021 · SWIMWEARExpanding the range

Miraclesuit swimwear introduced through a partnership with Swim USA.

2025 · APPARELA third category

Miraclesuit apparel added to the ANZ offering.

Reaching the right customers

Through the right partners.

Today, Miraclesuit’s ANZ presence brings together major retail platforms and independent specialists, with channels suited to the needs of each category.

From national retail and online discovery to specialist boutiques, our distribution approach connects Miraclesuit with customers through relevant retail environments.

01 / National retail

Department stores

Access to established retail destinations and the consumers shopping there.

02 / Digital reach

Online retailers

Digital discovery and access to customers beyond physical store locations.

03 / Specialist expertise

Lingerie specialists

Category knowledge, fitting expertise and personal customer service.

04 / Category focus

Swimwear boutiques

Specialist environments for swimwear selection and seasonal collections.

05 / Occasion needs

Bridal specialists

Shapewear discovery for bridal and occasion dressing.

06 / Local portfolio

380 SKUs held locally

A broad assortment across categories, held in the local warehouse in 2026.

Selected retail relationships

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THE ICONIC

SWIMWEARGALORE

An evolving brand partnership

One brand. A broader opportunity.

From the original shapewear partnership to swimwear and apparel, the relationship has developed across complementary parts of the Miraclesuit portfolio.

2017 / Shapewear

Establishing the foundation.

From 2019 to 2023, shapewear revenue grew by approximately 900%—a tenfold increase over four years.

≈900% growthRevenue growth from 2019 to 2023

2021 / Swimwear

Extending the opportunity.

Following its 2021 launch, swimwear revenue grew by approximately 387% in its second year, then increased by more than 600% compared with its launch year by 2023.

≈387% growthRevenue growth from year one to year two

2025 / Apparel

Broadening the portfolio.

Apparel added to the ANZ offering, extending the brand into another category.

≈380 SKUsHeld locally across all categories in 2026

A growing premium portfolio

Shapewear, swimwear and apparel.

Concept Brands has developed Miraclesuit in ANZ through carefully selected retail channels, strong retailer relationships and a deliberate commitment to premium positioning.

01 / Shapewear

The foundation of the partnership.

Exclusive ANZ distribution began in 2017, with the brand launched into 60 stores in its first six months.

02 / Swimwear

Expanding the brand in 2021.

Introduced in partnership with Swim USA, swimwear expanded Miraclesuit’s offer and retail opportunities across ANZ.

Official Body by Miraclesuit apparel campaign

03 / Apparel

The next stage of expansion.

Miraclesuit apparel was added in 2025, further broadening the premium product portfolio available to the ANZ market.

Growth driven by retail partnerships, not discounting

Protecting the premium position while building a stronger business.

The growth was achieved through deliberate distribution and retail partnership decisions, rather than significant discounting or simply increasing the number of stores.

Protecting premium positioning

Growth was achieved without significant discounting—a deliberate decision to protect Miraclesuit’s premium positioning while building the brand in the region.

Deeper retailer relationships

The focus was on increasing assortment depth and reorder rates within existing retail relationships, building more productive connections between brand, distributor and retailer.

A substantial local portfolio

The distribution strategy has developed a broad product range to serve different consumer needs and create opportunities for repeat purchasing and seasonal expansion.

~380 SKUs in 2026

Our local warehouse carries approximately 380 Miraclesuit SKUs across swimwear and shapewear, giving retailers breadth of assortment to cater to different consumer needs.

A proven partner for international brands in ANZ

Turning a market opportunity into an enduring local business.

Miraclesuit’s success story illustrates the value of an experienced local distributor that understands both the brand and the ANZ retail landscape.

From securing the right retail accounts and building market presence to managing premium positioning, expanding assortments and driving repeat orders, we have demonstrated our ability to turn a new market opportunity into a substantial and enduring local business.

Miraclesuit · Shapewear, swimwear and apparel

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