PerthNow reported that Seacycle Swim & Resort recorded nearly $500,000 in sales in November 2025. The figure is a sales claim attributed to the business in a December 2025 profile—not reported profit, audited revenue or an independently verified result. The story traces the Perth label’s growth from pandemic-era mask sewing to children’s swimwear and resortwear, led by founder and designer Charlie Bell.
How Charlie Bell started Seacycle Swim
Before Seacycle, Bell had run a recruitment business for 15 years. She told PerthNow that it nearly died when pandemic border closures disrupted business. She and her eldest daughter began sewing face masks, launching a small venture called Little Masketeers. Bell said that experience taught her product photography and how to operate a website and Shopify store.
A few months later, she started Seacycle as a small children’s swimwear label. The family spent time abroad during pandemic border disruptions, including two months travelling in the United States and ten months in Bali, according to the profile. In Bali, Bell had resort pieces made for herself and saw an opportunity to develop them into a broader range. The family eventually settled in Perth, and the business grew from a spare-room, after-hours project into Bell’s full-time work.
What the November sales figure does—and does not—tell us
PerthNow’s Arylene Westlake-Jennings reported on December 11, 2025, that Seacycle made nearly half a million dollars in sales in November 2025. That is the extent of what the figure establishes: the feature does not provide financial statements, profit, margins, an audit or independent verification. Sales should not be treated as money the founder or business kept after expenses.
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The reported month is a notable point in the company’s story, but it does not by itself establish a continuing monthly run rate or explain what drove sales. The profile supplies no market-wide comparison or audited business history.
What Seacycle sells
The PerthNow profile describes girls’ swimwear, matching family swimwear and resort pieces including linen co-ords, shirts, shorts and dresses. Bell said recycled fabric was part of the swimwear label’s original ethos, while resort pieces have remained linen or linen-cotton. She put it this way: “Every other one we’ve ever made has always been linen or a linen cotton blend. We’ve never deviated off it,” as quoted by Westlake-Jennings.
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At the time of the profile, most styles went up to size 20, with some reaching size 22. That is a late-2025 snapshot, not a guarantee of current availability. The official store’s catalogue, observed on October 8, 2026, featured women’s linen sets and dresses, girls’ linen sets and swimwear, and shorts for men and boys. It displayed examples including the Sorella, Soleil, Havana and Turin linen sets, along with girls’ one-piece and two-piece swim styles. The store’s live listings are the place to check current stock, sizes and prices.
The official homepage displayed several women’s linen sets at AUD $149, several dresses at $129, selected girls’ swim styles at $59, and selected boys’ and men’s shorts at $39–$49 when observed on October 8, 2026. These are catalogue observations from that date, not fixed prices.
How the small business operates
Bell told PerthNow she designs the prints, including hand-painted cowboy motifs and repeat patterns developed using Photoshop and Canva. The profile reports that her children sometimes help as fit models, packers and print designers; it does not establish formal employment arrangements.
Bell also said Seacycle had worked with the same two factories in Guangzhou for four years as of the December 2025 interview. That is her account, reported by PerthNow, not independent evidence about factory conditions, labor practices or certifications.
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Until shortly before the feature appeared, the business was based in a Wangara warehouse. PerthNow also reported a collaborative boutique at Hillarys Boat Harbour. Those are late-2025 details; the boutique’s current operating status is not established by the available reporting.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Bell’s idea of growth
Bell described her priority as maintaining product quality rather than pursuing growth at any cost: “For me, my number one ethos is, however big we grow, to never deviate on the quality that we’re offering customers, because parting with $100 to $150 is a lot to a lot of people,” she told PerthNow.
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She also framed success in terms of a manageable, community-rooted business and time with her family. “I don’t have any ambitions for it to be the next $50 million brand, absolutely not,” she said. Her stated ambition was “a boutique sized brand that’s nationally recognised, that has a really good, solid community following, and just healthy, happy kids.” The profile also describes the flexibility she valued, including being able to attend school drop-offs, pick-ups and children’s activities.
Quick Recap
Sources
- Arylene Westlake-Jennings, PerthNow, December 11, 2025 — founder history, reported November sales, product and business details, and Bell’s comments.
- Seacycle Swim & Resort official store — catalogue categories, examples and prices observed October 8, 2026.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
