History – Longbeach

A business shaped over generations.

Since 1983, Longbeach Holdings has evolved from manufacturing into a global apparel group, building brands and expanding into international markets while adapting to industry change.

1913

Swanndri trademark officially registered by founder William Broome

1913

Swanndri trademark officially registered by founder William Broome

1963

Barry Wilson founds Line 7, originally producing workwear before expanding into sailing and wet weather apparel.

1963

Barry Wilson founds Line 7, originally producing workwear before expanding into sailing and wet weather apparel.

1977

Line 7 gains international recognition after being worn during America’s Cup victory campaigns.

1977

Line 7 gains international recognition after being worn during America’s Cup victory campaigns.

1983

Longbeach was formed with the amalgamation of Christchurch manufacturers B G Marlow Ltd (1979) & Harris & Graham Ltd (1976)

1983

Longbeach was formed with the amalgamation of Christchurch manufacturers B G Marlow Ltd (1979) & Harris & Graham Ltd (1976)

1988

The start of import quota being abolished prompted manufacturing to commence offshore. Initially in Fiji then through Hong Kong agents

1988

The start of import quota being abolished prompted manufacturing to commence offshore. Initially in Fiji then through Hong Kong agents

2005

The Longbeach Shanghai office opened to source & manage production for Australia and New Zealand. As costs in China rose, the office was significantly reduced, with some roles moving back to New Zealand. Today, a small team remains in China to manage quality control and factory liaison.

2005

2007

Longbeach acquires Swanndri New Zealand

2007

Longbeach acquires Swanndri New Zealand

2009

FOIL first hit the market through wholesales sales in New Zealand

2009

FOIL first hit the market through wholesales sales in New Zealand

2012

The international expansion of FOIL began with sales in Australia

2012

The international expansion of FOIL began with sales in Australia

2013

The Swanndri brand turned 100 years old

2013

The Swanndri brand turned 100 years old

2014

In pursuit of diversification, Longbeach acquired a local Contract Electronic Manufacturer Assembly Specialists Limited, later rebranded to ASL and in 2025 sold this to the Australian based Circuitwise Group.

2014