EVERYONE BACK IN THE WATER
Many brands are expanding into the swimwear category, joining a wave of swimsuit start-ups
Swimwear sells well online (in part because few consumers try on swimsuits in store fitting rooms), and has benefitted from the pandemic’s outdoor sports boom
Sellouts are up 34 percent year over year through May 10, according to Edited
Temperatures are rising, the beaches are open, and that means another crop of brands are testing the swimwear waters. New entrants include TikTok favourite Girlfriend Collective, plus-size specialists Good American (back for more after being one of the few to debut swimwear in 2020) to basics purveyor Everlane (one-pieces and bikini separates made from recycled plastic). Even Victoria’s Secret, which exited the category in 2016, is back with a new collection. In many ways, the industry is picking up where it left off in 2019, when a wave of new beachwear offerings also flooded the market. Still, swimwear has snapped back with remarkable speed — Edited reports the number of new offerings in the category this spring are nearly on par with 2019, and they’re selling briskly.