Dive Brief:
- Outdoor retailer L.L. Bean and swimwear brand Summersalt have launched a limited-edition collection of swimwear and other outdoor essentials in time for the summer, according to a company press release.
- The collection, which includes coverups, hats, beach chairs and towels, is available on llbean.com, summersalt.com and in select L.L.Bean stores. The swimwear pieces include Summersalt’s best-selling styles and a new Tankini silhouette, as well as men’s and boy’s swim trunks, kids’ rash guards and girl’s swimsuits.
- The capsule collection launched Tuesday and includes limited-edition prints and four colors: black and white, blue, teal and pink, according to the company press release.
Dive Insight:
The partnership between outdoor retailer L.L. Bean and online swimwear brand Summersalt is meant to be a symbiotic one. Summersalt has expertise in data-based fit and multigenerational design, while L.L. Bean has outdoor wear experience and a wide reach, according to the press release.
L.L. Bean is leveraging the growth of the global swimwear market, which according to Fortune Business Insight’s 2024 report, is projected to reach $27.6 billion by 2030.
“While many of our most well-known products were created to brave cold climates, the summer season continues to be a pivotal growth area for our business,” Stephen Smith, president and CEO of L.L. Bean, said in a statement.
Last year, L.L. Bean opened a pair of stores each in Massachusetts and Montreal, and launched a French-language e-commerce site in Canada. The company also entered wholesale partnerships with Dillard’s, Dick’s Sporting Goods-owned Moosejaw, Academy Sports and Outdoors and 10 independent specialty retailers in the Southeastern U.S.
Summersalt is also expanding its reach and influence. Two years ago, it launched a content platform called The Forecast to share travel, fashion and inspirational content. The brand’s “Every Body is a Summersalt Body” annual body positivity campaign used The Forecast to spread its message, as well as articles and videos appealing to women.
“Partnering with the iconic American brand, L.L.Bean, has been at the top of our list since our founding,” Summersalt co-founder and CEO Lori Coulter said in a statement. “Our combined skill sets and likeminded values have enabled us to develop a collection with universal appeal that meets the preferences of women and families across generations.”
With the market booming, L.L. Bean isn’t the only DTC brand diving into the swimwear pool.
Period brand Knix debuted its swimwear line in spring 2020. A year later, MeUndies launched a swimwear collection. In March 2022, Victoria’s Secret invested $18 million for a minority stake in Venice, California, beachwear brand Frankies. And last year, inclusive apparel brand Universal Standard launched Swim with US, an eight-piece line that included one-pieces, bikinis, a swim dress, a swim bodysuit, rashguards and swim shorts.
DTC swim brand Andie Swim also collaborated with Mindy Kaling to launch the Mindy x Andie swimwear collection in May last year.
