Buxom mannequins were the last thing on the mind of Everything But Water co-owner and creative director Sabra Krock when she decided to launch MaxSwim. But nonetheless she ordered specially sculpted displays for her specialty chain’s bikini collection where contemporary styles meet serious bra options—25 cup sizes in total from 30C to 38G. The mix-and-match sets (tops retail from $78 to $88, and bottoms from $68 to $78) hit select brick-and-mortar stores and e-commerce on March 1.
“It was important to start with bikinis because that’s where the real need is. Designers have completely ignored this customer,” said Krock of an underserved body type — physically fit women with small bottoms and large bosoms. “They can get away with one pieces that stretch, but bikinis must fit correctly like a good bra.”
For years, Krock’s sales team had lost sales from the lack of options. The company finally took matters into its own hands; MaxSwim marks only its second in-house collection.
She relied on her seasoned team, some of whom have been with the company more than 30 years, to test styles and spot construction glitches. Clean seams, fabrics that lay flat on the stomach, linings, and straps of various widths with multiple
“It was important to start with bikinis because that’s where the real need is. Designers have completely ignored this customer,” said Krock of an underserved body type — physically fit women with small bottoms and large bosoms. “They can get away with one pieces that stretch, but bikinis must fit correctly like a good bra.”
For years, Krock’s sales team had lost sales from the lack of options. The company finally took matters into its own hands; MaxSwim marks only its second in-house collection.
She relied on her seasoned team, some of whom have been with the company more than 30 years, to test styles and spot construction glitches. Clean seams, fabrics that lay flat on the stomach, linings, and straps of various widths with multiple
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