As summer approaches and temperatures rise along the Australian coastline, beaches are filling up fast. Finding a clear patch of sand has become a challenge for many Australians, with new research from Country Road revealing that more than 10% of beachgoers cite a blocked ocean view as their biggest frustration - and over half now arrive by mid-morning just to stake out a spot.
To give beachgoers a breather, 100 of the brand’s iconic Australian cotton beach towels were laid out along a cabana-free section of Balmoral Beach. Visitors were invited to settle in, enjoy uninterrupted water views, and take home their towel at the end of their beach sesh.
The towels proved popular, with members of the morning crowd quickly nabbing their place on the sand. Despite new trends and ever-expanding beach gear, Country Road’s research shows that towels remain one of Australia’s top summer essentials - second only to sunscreen. And we love that the brand has chosen to bring its classic towels to life using Australian cotton.
The activation also helped set the tone for the season ahead. By carving out a space free from common beachside frustrations such as sprawling cabanas or sandy towel shake-offs, the event encouraged beachgoers to slow down, reconnect and appreciate the simplicity of a classic Australian summer’s day.
If you missed out on the event, you can pick up a Country Road Australian cotton towel of your own here.
November 2025