Lilly & begins anew

As you may know, COVID-19 travel restrictions decimated demand for Travel & Leisure apparel leading Lilly & Lime founders Ashleigh and Emma to make the difficult decision to sell the company.  

In September 2022, eCommerce Allies, a majority female group of digital marketing professionals, stepped in to bring back Lilly & Lime, and carry on the mission of liberating D+ women to be bold, beautiful and love every part of themselves.

It is with much gratitude and excitement that we can announce Ash and Emma are staying on to ensure Lilly & Lime swimwear continues to deliver everything our loyal customers have come to love about it. 

Challenges and Solutions

eCommerce is full of challenges, so, with your help, we’d like to do things a bit differently.   

More Sustainable
We’re introducing recycled fabric and recyclable packaging.  These are the first step on a long road to doing what’s right in our world.

Small Batch Inventory
We will restock the most popular products and get these back online so our most beloved swimsuits are available again.  To reduce waste, and enable the brand to return stronger than ever, we will be limiting the drops to only the quantities we know can be sold.

New Product Development
We’ll also be tapping into our loyal customer base to work on delivering against what is really wanted.  When we’ve nailed a concept, past customers and VIPs will hear about it first, and have the first chance to buy it as well.

New Ideas

We have lots of new ideas, from Try before your Buy and free suits to new mothers, to supporting causes we care deeply about!  But first we need to land on our feet again and then we can focus developing the great future for Lilly & Lime.