NEW YORK — Onia, which has built a men’s and boys’ swimwear business, is cruising into the women’s swimwear and resortwear market.
This story first appeared in the December 1, 2014 issue of WWD. Subscribe Today.
The women’s line consists of 21 styles which will be shown to retailers the week of Dec. 1 for May 15 delivery.
Onia, which means “ship” in Hebrew, was founded by Carl Cunow and Nathan Romano in 2009, and is based here. The men’s line is known for its playful patterns, finishings and construction. Men’s swimwear and sportswear generates $5 million in wholesale volume.
Laura Harari Dweck, men’s and women’s merchandiser, said she surveyed the overall women’s swimwear market and found the majority of it concentrated in trendy, print-heavy, sexy and sequin designs. “When a woman puts on a swimsuit, she wants a really clean swimsuit that doesn’t compete with her outfit, but complements it. Fit, construction and quality is paramount,” said Dweck.
“We wanted to take the concept of fit, quality and design [inherent in the men’s wear] and interpret that for women’s,” she added. The line is geared to the same distribution as the men’s swimwear and sportswear, such as Barneys New York, Scoop, Saks Fifth Avenue, Lane Crawford and Matches, as well as luxury hotels and specialty shops worldwide, which include Ritz-Carlton Properties, W Hotels and Burj al Arab in Dubai.
The Onia women’s collection features bikinis and classic one-pieces in solids and original prints such as abstract paint strokes and leaf-print designs.
The swimsuit bottoms are sold separately, and there are different tops to go with the bottoms. “Everybody’s shape varies from top to bottom and you can mix and match the different tops and bottoms,” said Dweck. The lineup includes string bikini tops, twisted reversible bandeau tops, sporty bikini tops, string bikini bottoms and sporty bikini bottoms. In one-pieces, the offerings range from V-neck halters and scoopnecks to paneled athletic styles with slimming sides. The colors include black, white, bijou blue, ivory cream, tomato puree, sea spray and sunshine. The swimwear is polyester/spandex. Bikini separates wholesale from $32 to $38, while one-pieces are $60 to $78.
The women’s resortwear collection, which has relaxed shapes, includes drawstring lounging pants, shorts, short-sleeve T-shirts and long-sleeve crewnecks and button-down shirts in such fabrics as linen, draped jersey and French terry. The resortwear wholesales from $30 to $70.
Completing the offering is a hybrid between a flip-flop and a shoe, wholesaling for $38.
Romano said he anticipates the women’s collection will generate $1.5 million in wholesale volume in the first year and $500,000 in e-commerce sales.
The collection is being manufactured in Asia, with fabrics from such countries as Italy, Turkey and Korea.