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Everything But Water Gears Up for Summer Season

The swim and resort wear specialist will soon open is 71st store, an 800-square-foot unit at 1060 Madison Ave. on the Upper East Side.

EVERYBODY INTO THE POOL: Shopping for a swimsuit can induce panic in a grown woman. Everything But Water is trying to change that. The swim and resort wear specialist trains sales associates to be “fit specialists,” able to highlight all the right curves and camoflage the wrong ones. Everything But Water sells L*Space, Michael Kors, Trina Turk, Nanette Lepore and Becca in 70 stores worldwide. The brand will soon open is 71st store, an 800-square-foot unit at 1060 Madison Ave. on the Upper East Side. Everything But Water is gearing up for its second season in East Hampton at 66 Newtown Lane. Since the fall, the retailer has launched 30 new high-end designers on its Web site. With luxurious dressing rooms that can be closed off from the rest of the store when a group of friends or wedding party is shopping together, Everything tries to make shopping for swimwear as painless as possible. “What we bring to the table is in-depth knowledge of how different brands fit,” said Sabra Krock, owner and creative director. “We’re creating luxurious, expert moments.” Everything differentiates itself with exclusive offerings from desigers, such as Mara Hoffman’s capsule collection. The new store is a modern mix of blackened steel, white oak and concrete. “We adapt our design to the local environment,” Krock said. “Greenwich, [Conn.] is inspired by the yacht club. Madison Avenue has more of an urban look.” Everything But Water carries resort wear, cover ups, shoes, bags, sundresses and jewelry. “We offer head to toe wardrobing,” Krock said. “We provide everything she needs for her trip.”

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