The Seduce Group is a leading Australian Fashion company that has represented style and quality since 1991. Considered an Australian success story, the company was formed by brother and sister duo Judy and Peter Li from the garage at the back of their home, after immigrating to Australia from China.
Originally established as a men’s wholesale business, Peter and Judy changed direction in 1993 when they identified a niche in the women’s clothing market: cutting edge design and good quality at an accessible price point. The concept was enthusiastically embraced by the fashion community and in 1995 the first Seduce retail store opened in Newtown.
Today the brand has 22 retail stores and 115 stockists across Australia, including the country’s largest online retailer, The Iconic. Additionally, the brand has a long-running relationship with Australian department store, Myer, where it is stocked in 35 concept stores and in 2008 was awarded the Supplier of the Year award for women’s fashion.
The business also has a growing footprint overseas, with operations in New Zealand and flagship stores in China and the United Arab Emirates.
Seduce designs are unique and at the forefront of the international fashion scene while also drawing inspiration from the runways of Paris, Milan, London and New York. As a trend leader, Seduce delivers extensive, unique collections season after season.
Seduce takes pride in creating elegant and glamorous spaces for customers to shop where they feel special and spoilt. The key objective being to develop retail spaces as captivating as the fashion designs.
As a business we are committed to evolving in an ever-changing market to provide collections that inspire fashion-savvy consumers.