Swimwear is an exciting space for retailers. Whether you’re building a business from scratch or adding swim to an existing clothing lineup, it’s a great way to stay seasonal and relevant in the retail world.
Not to mention, swimwear can be fun and creative, it’s a versatile product you can take in any direction you see fit.
According to Research and Markets, the US swimwear market is projected to reach 34.1 billion by 2034. The global market is also expanding quickly, driven by demand for sustainable options, inclusive sizing and fresh designs. For businesses looking to diversify, it’s a profitable category worth considering.
With the right approach, a swimwear line can do more than complement your existing business—it can become a major driver of growth.
- Define your brand vision and niche
- Research the market and your target audience
- Design and develop your swimwear line
- Find the right manufacturer
- Plan your budget and startup costs
- Create a strong brand identity
- Build and launch your online store
- Building your brick and mortar swim store
- Promote your swimwear brand online
Grow your apparel offering.
Manage your inventory like a pro, build strong relationships with suppliers and train team members to thrive—all with Lightspeed's all-in-one platform.
Define your brand vision and niche
When starting a swimwear line, there are many types to consider, each targeting completely different demographics. Are you leaning toward luxury, minimalist, performance-driven or fashion-forward? Answering these questions yourself will help set your brand up for success.
Make sure your swimwear line fits cohesively with the rest of your apparel. Each niche appeals to a specific customer base, so choose one that aligns with your target market and business goals.
Your core values matter just as much as your product. That means taking the time to define your mission, vision and values, and making sure your customer can feel them throughout your line. If sustainability is important to you, find a way to show customers that you take it seriously and that it’s a fundamental part of what you do.
Inclusivity is another major focus—offering extended sizing or designs for diverse body types can set your brand apart. These choices build credibility and customer loyalty from the start.
Lightspeed customer Ashley Doll from Ashley’s Lingerie and Swimwear is a great example of an entrepreneur who has clearly defined her brand’s values. She understands that she’s selling clothing items women often dread shopping for, so she’s built her entire business around great customer service and inclusivity. From intensive team training to size-inclusive language, sizing and visuals, it’s clear her main goal is to make everyone who walks through the door feel comfortable.
Research the market and your target audience
When starting a bathing suit line, the first step is knowing the market. Before thinking about costs, analyze your competition to see who’s leading and why. Study their pricing, materials, branding and customer reviews.
A great place to start is with something like Wirecutter, a product recommendation service owned by The New York Times. In May 2025, they published an article highlighting the best women’s swimsuits. It’s a useful starting point where you can browse reviews and recommendations to see what experts say makes these brands stand out.
Glamour also released an article titled 16 Best Swimsuit Brands to Shop Now, Tested and Approved, which could be another helpful resource to explore.
After you’ve taken the time to see what’s out there, think about what’s missing and where there are gaps in the market. Focus on identifying opportunities your brand can uniquely fill. Are sustainable fabrics being overlooked? Is there a lack of options for diverse body types or a certain design style customers want? Identifying these gaps is your chance to create something that stands out and meets real needs.
Then, focus on your ideal customer. Who are they? Map out details like demographics, spending habits and lifestyle preferences. Ask yourself what drives their purchases—is it price, exclusivity or eco-consciousness? The clearer the persona, the easier it is to design products and marketing strategies that connect.
You can also look at swim brand reviews and identify recurring negative comments. This will give you insight into pain points you can address when developing your own line.
Design and develop your swimwear line
Every swimwear line starts with a clear design plan. Begin by sketching ideas and creating inspiration boards that capture your brand’s vision and niche. Focus on trends, customer needs and details that make your designs unique.
Once your ideas are ready, translate them into tech packs. These are detailed documents with everything a manufacturer needs—measurements, fabric choices and stitching details. They keep your designs consistent from prototype to production.
Choosing the right fabrics is just as important. Look for materials like recycled nylon or spandex blends—they’re durable, stretchy and eco-friendly. Work closely with your manufacturer to create samples, refine them and finalize your designs for production.
For example, Reformation uses a fabric called EVO, a biobased polyamide made from renewable plants. Explaining this on their product page not only highlights their sustainability goals but also helps customers understand their prices.
Find the right manufacturer
Finding the right manufacturer is one of the most important steps in starting a swimwear business, affecting costs, quality and delivery timelines.
The first decision is whether to work with domestic or overseas manufacturers:
| Type | Pros | Cons |
| Domestic manufacturers | Often easier to communicate with and offer faster shipping and higher quality control | Tend to charge more and often require higher minimum order quantities (MOQ) |
| Overseas manufacturers | Overseas manufacturers usually offer lower costs and more flexible MOQs | You’ll need to navigate potential shipping delays and quality inconsistencies. |
Start by requesting samples to assess quality. Ask about lead times, pricing details and whether they can handle your production volume. If sustainability is a priority, confirm they can provide the right fabrics and materials. Finally, check reviews and references from other businesses to ensure they’re reliable before committing.
Plan your budget and startup costs
Budgeting is one of the most important steps when starting a swimsuit line. Here’s an example of what your budget could look like:
| Category | Details | Estimated Cost |
| Design & Sampling | Includes initial designs and revisions | $500 – $2,000 |
| Production | Cost per unit varies by fabric, volume, and location | $10 – $50 per unit |
| Branding | Logo design, packaging, and professional photography | $1,000 – $5,000 |
| Ecommerce Store | Platform setup and customization | $500 – $5,000 |
| Marketing | Social media ads, influencer collaborations, awareness building | $1,000 – $10,000 |
Create a strong brand identity
Your brand identity is how customers see and connect with your swimwear business. Start with the basics—a memorable logo, a cohesive color palette and consistent fonts. Every visual element should match your niche, whether it’s sleek and minimalist, bold with tropical patterns or eco-conscious and refined.
For example, the apparel company Totem is known for its simple, high-quality unique pieces and makes sure its website reflects this minimalism.
In contrast, Beach Riot loves colors and offers a more dynamic, accessible community feel.
But it’s not just about looks. Your tone of voice is just as important. It could be playful, empowering or polished, but it needs to resonate with your audience. Keep it consistent across product descriptions, social posts and any customer-facing content.
Andie Swim is a great example of a company that focuses on a tone of voice that’s inclusive and welcoming.
Packaging is also key. Using eco-friendly materials and small touches like branded tissue paper or care cards can reinforce your values and leave a lasting impression. Across every platform, tell a story about your swimwear—why it’s different and why it matters.
Make your brand stand out like Baiia’s sustainable packaging.
Build and launch your online store
Your online store is the backbone of your swimwear brand. Start by choosing an ecommerce platform that fits your business—think about scalability and ease of use. Keep the design clean and straightforward so customers can browse without frustration. Every detail should reflect your brand’s style.
You don’t have to start from scratch when you’re just starting out. Lightspeed eCom lets you easily build your own website using fully customizable themes. If you already have a website, it connects easily to any platform.
Use strong, well-lit, professional photos that highlight every angle of your product so customers can truly get a sense of what you’re selling. Include diverse models to show how the product fits different body types. Pair your images with detailed descriptions that go beyond the basics—cover fabric quality, care instructions and any unique design features.
A clear sizing guide is a must. Include measurements, fit tips and advice to help customers find the right size the first time. It’s one of the simplest ways to reduce returns and build trust.
Finally, make checkout seamless. Offer secure payment options and keep the process quick to encourage conversions. Lightspeed POS speeds up checkout lines and centralizes your data to keep everything organized and streamlined. Plus, with Lightspeed Scanner, you can reduce wait times by checking customers out from anywhere in the store using your device.
Building your brick and mortar swim store
Although many folks tend to buy online, a brick and mortar store works very well when starting a swimwear business. Since every body is different, finding the right bathing suit can be tricky without seeing how it fits and feels in person.
To succeed in a brick and mortar swim store, planning your fashion assortment is key. It involves selecting the right products to sell and display at the right times throughout the year.
Also, think about which brands will look best on display. Having a strong network of wholesalers can be a big advantage. Lightspeed NuORDER lets you connect with over 500,000 brands, giving you 24/7 access to orders, catalogs, live inventory, real-time stock updates, order tracking and more.
Having the right POS system is also essential. It helps keep checkout lines moving quickly and makes it easy to track inventory, so you always know what’s stocked in your back room.
Promote your swimwear brand online
Even if you have the most unique product in the world, your growth will be limited if people don’t know about it. That’s why investing in strong marketing strategies is essential. Lightspeed Marketing & Loyalty is a great place to start for building customer relationships, launching effective campaigns and attracting new audiences.
Building an online presence is non-negotiable when starting a swimsuit line. Instagram and TikTok are ideal platforms for showing off your designs with scroll-stopping visuals. Focus on lifestyle shots, behind-the-scenes content and real customer stories—it’s the kind of content that grabs attention. Posting consistently and responding to comments keeps followers engaged and strengthens your connection with them.
Influencer partnerships are a smart way to grow awareness and boost sales. You want to find people who have real impact but aren’t so big that they feel generic. Focus on influencers who fit your niche and have high audience engagement. Positive comments and active followers show trust and influence. Also, do your research to ensure your values align. An influencer represents your brand, so it is important they share your vision.
Paid ads are another effective way to get in front of the right audience. Instagram and TikTok ads work especially well—target them based on customer demographics, behaviors and interests. High-quality visuals paired with clear calls-to-action, like “Shop Now” or “Learn More,” guide potential customers to your ecommerce store.
Email marketing keeps your audience engaged long after they’ve visited your site. Build your list by offering exclusive perks like early access to collections or special discounts. Use emails to announce new arrivals, seasonal collections and time-sensitive offers that create urgency. Compared to social media, email provides a less crowded space to connect with customers. It’s a powerful tool for recovering lost sales, nurturing relationships and boosting revenue through targeted campaigns.
The bottom line
Starting a swimwear line is about building a brand that connects with your customers and runs smoothly behind the scenes. Customer feedback is one of the best ways to refine your products. Use reviews, surveys and direct conversations to learn what styles, fits and features customers love. That feedback shapes your next collection and keeps demand strong.
Managing inventory is just as important. Bestsellers should always be in stock—running out means missed sales. Slow-moving items, on the other hand, need to be addressed quickly to make room for fresh inventory. Swimwear is seasonal, so plan ahead. Introduce new designs and campaigns in time for peak buying periods, and make sure your stock levels align with customer demand.
Adaptability and data are what drive success. Watch a demo to see how you can stay on top of trends, manage inventory and grow your swimwear business with confidence.
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