The online vertical retail trend has found its way from glasses (Warby Parker) to sneakers (Greats) and now swimsuits with Bikyni — a new brand that tells customers: “You don’t need a better body, you need a better Bikyni.”
The site, which made its debut this week at bikyni.com, was founded by Reformation alum Jude Al-Khalil, who aims to disrupt the swimwear market, delivering high-end looks — think brands that retail for well over $200 — for just $95.
“When it comes to shopping for a swimsuit, [being asked questions like], ‘What fruit shape are you?’ is not how a woman really wants to be finding their bathing suits,” said Al-Khalil, who interviewed hundreds of women to fine-tune the approach.