Swimwear Market Analysis: Insights to Prepare You for Next Season

Brief Summary 

The global luxury swimwear market is growing significantly this year as consumer appetite shifts toward vacation-ready wardrobes, but it's the e-commerce retailers outperforming the in-store specialists to supply the increased demand.

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Exclusive transaction data from JOOR reveals:

• A marked uptick of +14% in H1 sales: driven by a 4% rise in units and a 15% increase in the weighted average price point 
• Close to 3,000 retailers placing orders: with highest demand coming from online pure plays 
• EMEA is the swimwear hot spot: brands based in the region generate 60% of total swimwear sales, and retailers in the region make up 50% of global purchases
• Italy shines in swimwear: reflecting the country’s wider market rebound

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Overview of the Swimwear Market 

Comparing like-for-like brands on JOOR across the past five years reveals that, after experiencing several years of decline, the swimwear product category is now demonstrating a buoyant return to growth with a marked uptick of +14% in H1 sales. But what’s driving this powerful resurgence? And how can international brands and retailers capitalize on this momentum?

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As fashion’s leading wholesale management platform, with over 14,000 discerning brands and 675,000 curated fashion buyers across 150 countries, we’ve performed an in-depth analysis of the category and collated our insights. Read on to learn more about the swimwear landscape and discover how to use our data to shape your strategy for the category in the upcoming seasons.

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A Tidal Wave of Growth 

The swimwear category has seen a marked uptick of +14% in H1 sales in 2025. This boost has been driven by a 4% rise in units and a 15% increase in the weighted average price point. If the current growth rate continues for the second half of 2025, the swimwear category will recover from last year’s dip to close the year at almost 2023 volumes. 

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This resurgence could in part be driven by consumers' growing prioritization of travel. The luxury slowdown has seen shoppers make fewer high-end purchases and invest more in experiences. When they do spend money on fashion, they are looking for purchases that can help them best enjoy said experiences, including clothing for vacations, cruises and international trips. 

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The Key Takeaway for Brands

The growth experienced in H1 2025 was driven by cover-ups (+44%) and bikinis (+34%), while one-pieces, tops, & bottoms remained flat when compared to last year. Consider which pieces in your collection best align with these trends and market them to retailers for the best chance of success.

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The Key Takeaway for Retailers

Given exceptional engagement and conversion, JOOR’s swimwear digital trade show—Making Waves: Swim & Resort 2026, hosted on JOOR Passport—has been extended by four weeks and will now run through Tuesday, August 19. Retailers can log in to access the show today and shop the world’s top swim and resort brands directly from the comfort of their home or office.

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A Surge in Online Interest

So far this year, nearly 3,000 retailers from 105 countries have placed swimwear orders on JOOR. Swimwear is proving to be a particularly strong e-commerce category, with the highest global demand coming from online pure-play retailers including MyTheresa and ShopBop. This online demand reflects consumer preference, as ordering items online allows them to try on swimwear in the privacy of their own home. 

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The Key Takeaway for Brands

If you are a resort or swimwear brand, now is the time to prospect. As demand for your category grows, use JOOR’s Find New Retailers feature to connect with e-commerce businesses to drive growth. 

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The Key Takeaway for Retailers 

Consider your online experience. Do you have a wide enough range of swimwear to satisfy consumer interest? Now could be the optimum time to add additional product to your assortment. Filter by category on JOOR to find the right pieces to fill any gaps in your offerings.

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Europe's Swimwear Swell

JOOR’s data reveals EMEA-based brands generated 60% of overall category sales and represented the fastest-growing region with sales +25% year-over-year. EMEA retailers also led the way, making up 50% of total swimwear purchases and posting a +24% increase in purchase volume—the highest growth rate of any region.

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The Key Takeaway for Brands

For European swimwear brands, prioritizing regional connections is an easy pathway to potential growth. Utilize JOOR Discover to identify new European retailers and send personalized outreach emails that are specifically tailored to buyers for your best chance at success.

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The Key Takeaway for Retailers 

As your purchase volume increases, be sure to download JOOR’s Product Sync App for Shopify to streamline your wholesale-to-retail workflow. It automatically transfers product information from your wholesale orders into your Shopify store, including SKUs, images, descriptions and pricing, eliminating manual data entry and allowing you to get products ready for sale faster. 

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Italy’s Growth is Unwavering

American and Italian brands and retailers dominate the swimwear market, with brands based in the U.S. and Italy making up 61% of total swimwear sales and retailers based in those two countries accounting for 51% of global purchases. 

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For Italy, in particular, this trend seems to reflect the country’s wider fashion industry growth. Recently, we reported that in the first five months of 2025, wholesale sales for Italian brands grew by 20% compared to last year, while GMV of fashion goods purchased by Italian retailers increased by 11% compared to last year, and this growth seems to be reflected in the surge in swimwear as well.

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The Key Takeaway for Brands

Check out our Explore Italy: Top Italian Fashion Retailers digital event on JOOR Passport to connect with top retailers in the region and find new stockist opportunities. Remember to emphasize what makes your swimwear unique and why it would be of interest to their customers. 

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The Key Takeaway for Retailers 

Our network includes some of the country’s most sought-after labels producing resort and swim, including Missoni and Latte the Label. Use our Find New Brands filter to start making connections today.

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In Conclusion

Whether you are a swimwear brand or a stockist, use the new surge of interest in this category to help your business drive growth.

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JOOR can help retailers connect with the very best swim and resortwear brands and can support swimwear brands looking to drive more sales. Request your demo today!

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