A first swimwear collection should be small enough to stock deeply: two or three styles, a short colour palette and a full size run in each. To sell swimwear online, depth matters more than breadth, because a shopper who finds their size out of stock leaves, while a resort shop needs enough of each size to last through its busy months.
Decide where you will sell
The channel shapes the collection. The two main routes for a new swim brand are online and resort or holiday retail, and they ask for different things.
| Online store or marketplace | Resort or holiday shop | |
|---|---|---|
| Customer | Searches by style and size | Buys on the spot, often for a trip that day |
| What sells | Clear core styles, flattering photos | Practical pieces, swim shorts, rash guards |
| Branding | Your brand front and centre | Often the resort’s name on the garment |
| Packing | Individually bagged, labelled for shipping | Tagged for hanging, price space on tag |
| Returns | Fit drives returns | Fewer returns, but try-on matters |
Many brands do both: an online store for their own brand and resort shops as a steady wholesale channel.
Build a tight range
Our swimwear range covers one-piece, two-piece, swim shorts, rash guard and full-cover swimsuit. A first collection rarely needs more than three.
Some starting ranges that work:
- Fashion swim brand online: one one-piece and one two-piece, in nylon-elastane.
- Modest-fashion brand: one full-cover swimsuit and one long-sleeve rash guard.
- Resort shop: swim shorts and a rash guard with the resort’s name, plus one one-piece.
- Family swim brand: rash guards and swim shorts in polyester-elastane, which holds colour well and takes printed designs.
The minimum is 300 pieces per style, with sizes and colours mixed within it. Fewer styles let each one carry a full size run in more than one colour.
Colours and sizes
Choose one core colour that always sells, such as black or navy, and one or two seasonal colours. Put the deepest stock in the core colour.
Split each style across sizes with the most weight in the middle sizes, but keep enough XS and 3XL to stay in stock. Our post on swimwear size charts and first-order ratios explains how to plan this.
Selling online
Photos and descriptions
Swimwear sells on photos. Show each piece on a person, front and back, plus a close-up of the fabric and a flat shot. Describe the feel, the coverage, the lining and the fit in plain words. Keep claims to what the customer can see and feel. Do not make claims about protection from sun or pool water.
Size chart on every listing
Put the full size chart on each product page, with how to measure bust, waist, hips and torso length. Add a fit note, such as “close fit, choose your usual size”. Clear sizing is the simplest way to cut returns.
Marketplaces
Some brands list swimwear on marketplaces such as Amazon, Myntra, Ajio, Noon, Etsy or TikTok Shop. Each marketplace sets its own listing, labelling and packing requirements, and these can change. Confirm the current requirements with the marketplace before you order, then send them to us. We label and pack to the specification you give us. Our page for marketplace sellers covers labels, barcodes and packing for online selling.
Selling to resorts
Resorts buy for guests who forgot a swimsuit, want a souvenir or need a rash guard for a water sport. They value practical pieces in simple colours, with the resort’s name or logo.
Rash guards and swim shorts in polyester-elastane can carry a sublimated or screen-printed resort design. One-pieces and two-pieces can carry a small heat transfer logo. A hang tag with the resort’s branding and a price space makes stock easy to sell from a rail.
Approach resorts early, before their busy season. Bring a sample in their colours if you can.
Resort orders often repeat each year once the first season goes well, so keep the approved design and branding on file. A resort may also want different pieces for different outlets, such as a pool shop and a water sports desk. Rash guards and swim shorts can share one design, which keeps each style at a sensible quantity.
Packing for each channel
- Online store: individually bagged, with a size sticker and hang tag, ready to ship.
- Marketplace: packed and labelled to the marketplace specification you send us.
- Resort shop: hang-tagged with a price space, packed by size for the shop to hang.
Your next step
Pick your two or three styles from our white label swimwear range, choose your colours and decide where you will sell first. Send us those choices with rough quantities by size, and we will confirm options, lead time and shipping in a quotation. We take enquiries from buyers worldwide.