Flannel is a global fashion retailer designing a curated mix of clothing, homewares and accessories with the carefree luxe traveller at heart.

Founded in 2006, Flannel designer Kristy Lawrence found growing up on the beaches of Western Australia instilled an early appreciation for simple luxury, comfort and natural beauty, which is reflected in her choice of fabrics, materials and in her desire to create a lifestyle range that is as relaxed and effortless as it is beautiful.

With over a dozen boutique stores in Australia and a growing presence in California, USA, Flannel came to UpSwing to help develop a digital marketing strategy and then prioritise and execute the strategy in a planned and staged delivery that would fit with their quickly growing business.

Our efforts so far have focused on brand clarity, technical optimisation of the website and email software, targeted social media advertising and improved measurement and analytics. Next up a website redesign and customer retargeting.


  • Brand Clarity
  • Marketing
  • Social Media Strategy
  • Website Development
  • SEO & SEM