Sandy Feet

What Sandy Feet does

Sandy Feet Australia is a direct-to-consumer Australian apparel brand that designs, markets, and sells sun-safe and chlorine-resistant swimwear, beach towels, and related accessories for families. The company is headquartered in Peregian, Queensland, and operates its own Shopify-based e-commerce storefront at sandyfeetaustralia.com, with no disclosed physical retail or wholesale channels. Its core customer base is Australian parents purchasing children's swimwear, with adult and toddler extensions and a complementary beach-towel line.

The product line is anchored in UPF50+ sun-protective fabric and chlorine-resistant material technology intended to extend garment lifespan through frequent pool and beach use, addressing the dual pain point of UV exposure and rapid fabric degradation. The catalog spans long-sleeve sunsuits, rashies (long sleeve, short sleeve, and zip variants), swim shorts, board shorts, bikinis, swimsuits, toddler sunsuits, sun-protective hats, and sand-free beach towels featuring marine and nature-inspired prints. Products are priced between approximately A$24 and A$51, with free domestic shipping over A$99 and international shipping over A$200, and the storefront supports Shop Pay, PayPal, Afterpay, Apple Pay, Google Pay, and major card networks.

The revenue model is one-time unit sales across swimwear, beach towels, gift cards, and clearance inventory, with marketing conducted through on-site customer reviews (1,350+ displayed), an email newsletter, organic SEO, and a blog. The company is privately held, has no disclosed external funding history, no identified management team in the source data, and reports approximately 21 employees. There is no recorded M&A, partnership, or leadership-change activity in the inputs.

Name

Sandy Feet

Legal name

Sandy Feet Australia

Website

https://sandyfeetaustralia.com.au

Company type

Private

Operating status

Operating

Short description

Sandy Feet Australia is a privately held Australian direct-to-consumer brand selling UPF50+, chlorine-resistant children's and adult swimwear, sand-free beach towels, and hats through its own Shopify storefront, shipping domestically and internationally with no disclosed external funding.

Ownership category

akta.pro rank

Product category

Children's Sun-Safe Swimwear

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Swimwear (Children) (CRAAAHAG)

akta.pro secondary industry

Baby Sun Protection (CRABAJAE)

Keywords

• Children's swimwear
• UV protection swimwear
• Chlorine resistant rashies
• Sun safe swimsuits
• Beach accessories

Headquarters

HQ city

Peregian

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Swimwear Product Sales: One-time purchase of children's and adults swimwear including rashies, sunsuits, swim shorts, board shorts, bikinis, and swimsuits. Revenue generated through individual unit sales at varying price points.
2. Beach Towel Sales: Sale of specialty sand-free beach towels featuring licensed marine and nature-inspired prints.
3. Gift Cards: Digital gift cards available for purchase, enabling gifting and driving future customer acquisition.
4. Clearance Sales: Discounted past-season inventory sold through dedicated clearance sections for girls and boys.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sandy Feet Australia designs and sells sun-safe, chlorine-resistant swimwear (rashies, sunsuits, swim shorts, board shorts, bikinis, and swimsuits) for children, women, and men, alongside sand-free beach towels, sun hats, and digital gift cards. Products are sold direct-to-consumer through the company's own online storefront with domestic and international shipping.

Product overview

Sandy Feet Australia offers a comprehensive portfolio of sun-protective swimwear and beach accessories. The product line centers on UPF50+ rated rashies (long and short sleeve, with zip options), sunsuits for full-body coverage, swim shorts, board shorts, bikinis, and swimsuits organized across girls', boys', women's, men's, and toddler categories. Complementary products include sand-free beach towels and sun hats. All swimwear is marketed as chlorine-resistant and sun-safe, with the company targeting families with children seeking durable beach and pool attire in Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Long Sleeve Sunsuit
• Long Sleeve Rashies
• Short Sleeve Rashies
• Zip Rashies
• Swim Shorts
• Long Swim Shorts
• Board Shorts
• Bikinis
• Swimsuits
• Toddler Sunsuits
• Sand Free Beach Towels
• Hats
• Gift Cards
• Women's Rashies Long-sleeve sun-protective rashies designed for women, featuring UPF50+ fabric and chlorine-resistant construction.
• Men's Rashies Long-sleeve rashies for men with sun protection and chlorine resistance for swimming and beach activities.
• Men's Board Shorts New men's board shorts designed for surfing and beach activities with chlorine-resistant construction.

Quantifiable outcome

• Products last through years of weekly swimming lessons without degradation
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Direct peers

• Snapper Rock: New Zealand-origin children's sun-safe swimwear brand offering UPF50+ rashies, sunsuits, and swimwear. Closest direct competitor, sharing the UPF + chlorine-resistant positioning and family target customer.
• Coolibar: US-based UPF 50+ sun-protective apparel brand for adults and children. Directly comparable in the UPF fabric technology and sun-protection value proposition, though broader assortment.
• Rashoodz: Australian children's sun-safe swimwear brand with UPF50+ rashies and sunsuits. Direct competitor in the same Australian D2C niche targeting parents seeking UV-protective swimwear.
• Cabana Life: US-based UPF 50+ clothing brand with strong kids' swimwear and rashguard line. Comparable product positioning (UPF swimwear) and similar direct-to-consumer family-oriented marketing.
• Salt & Sea Swim: Australian children's swimwear brand featuring chlorine-resistant and sun-protective pieces. Overlaps in target customer (Australian families) and product category (kids' rashies and sunsuits).
• Konfidence: UK-based children's swimwear brand specializing in UV-protective neoprene and swim products. Comparable in children's swimwear with built-in UV protection and durability claims.

Emerging players

• SUNSOUL: Australian sun-protective swimwear brand for kids and adults. Shares UPF swimwear positioning with Sandy Feet but with a different product mix and aesthetic.
• Jan & Jul: Canadian kids' outdoor apparel brand with UPF sun hats and sun-protective clothing. Comparable in UPF children's apparel niche though broader into outdoor wear.

Broad incumbents

• Billabong Kids: Established global surf brand's kids' line offering board shorts, rashies, and swimwear. Comparable kids' swimwear assortment but lacks specialized UPF/durability positioning.
• Patagonia Kids: Established outdoor apparel brand with kids' swim and sun-protective pieces. Comparable in sun-protective kids' apparel positioning but operates at far broader scale and assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sandy Feet