Perth's iconic swimwear brand Daneechi Swimwear is closing its doors after nearly four decades, leaving loyal customers heartbroken. Owner Gemma Dunthorne announced the devastating decision to shut down the business, which has been a staple for Perth women since 1987.
The brand originally operated from a store in Subiaco before Dunthorne took over in 2018 and relocated to West Leederville. Despite continuing the legacy for eight years, Dunthorne has been unable to sell the business due to the current economic climate. She broke the news in an emotional Instagram video, stating: "Sorry to all our amazing customers, I know this will make you all very sad. We have been unable to sell the business, and so we will be closing the business up."
Owner's Emotional Farewell
Dunthorne explained that she had been trying to sell Daneechi for several months but faced challenges. "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," she said. Reflecting on her journey, she added: "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."
Economic Pressures Cited
Speaking to PerthNow, Dunthorne revealed that initial buyer interest evaporated due to rising costs and reduced consumer spending. "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."
Customer Tributes Pour In
The brand was known for offering inclusive sizes for all body types, and customers expressed their sadness online. One customer wrote: "Omg. This is so sad. I have loved this store all my life." Another said: "This is terrible news! You will be very missed." A third added: "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."
Many shared sentimental memories. One customer recalled: "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." Another said: "Had my favourite pair of bathers custom-made at Daneechi." A third commented: "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."
Owner Reflects on Impact
Dunthorne said she will miss helping customers who were initially nervous about buying 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."
