Subiaco’s Daneechi Swimwear to close after 30 years

Daneechi Swimwear owner Denise Price. Picture: Andrew Ritchie.
Daneechi Swimwear owner Denise Price. Picture: Andrew Ritchie.

IT is the last summer for Daneechi Swimwear after 30 years in Subiaco.

Owner Denise Price said the global financial crisis, the popularity of online shopping and Wilson parking coming in to Subiaco had contributed to her sales figures dropping dramatically since 2010.

“Sales have been decreasing since 2010, since the GFC hit, and I thought sales would just be down for awhile but then in 2012 Wilson parking came in and that changed things a lot,” Mrs Price said.

“We had the biggest drop that year.”

Mrs Price, a designer and pattern maker, and her husband David opened Daneechi at 16 Forrest Street, Subiaco in 1987 to sell their swimwear and gym gear brand.

The Floreat couple moved to 30 Rokeby Road three years later and in 1994, when Mrs Price was pregnant with their son, she started stocking other brands to keep up with demand – eventually specialising in swimwear.

Daneechi currently carries 40 brands.

Mrs Price said swimwear had changed remarkably since she had started in the industry more than 30 years ago.

“When I first started a D cup didn’t exist and if it did it was hard to find,” she said.

“We are much more knowledgeable now about fit and women’s sizes.

“Brands do new things all the time and consider what the customer needs.”

Mrs Price said her favourite memory over the years was when young men stole a giant poster of a women in bikinis from the side of the Daneechi building in April 2004.

“We got so much publicity from that,” she said.

“We couldn’t put it back up because they’d cut the sail tracking.”

The mother-of-four said it would be emotional closing the doors for the last time.

“I want everyone to pop in and say goodbye so I can say thank you,” Mrs Price said.

“I know there will be lots of ladies who will be very upset.”

Daneechi Swimwear’s Rokeby Road lease ends in June next year but Mrs Price hopes the building will be re-leased before then, making it her last summer in Subiaco.