Onia is expanding into new territory.
The men’s and women’s swim and lifestyle brand is moving into licensing. Carl Cunow and Nathan Romano, who cofounded Onia in 2009, have acquired the men’s swim license for Body Glove, a popular swimwear brand known for introducing the first practical wetsuits.
Romano said that Marquee brands, which acquired Body Glove in 2016, approached Onia about the license for the men’s collection, which hadn’t been produced for a few years. Romano said they plan to reference the original DNA of the brand, which has licensees for 35 different lifestyle product categories, but bring it into the modern age with a refreshed fabric offering — Onia has always focused on fit, fabric and functionality, he said. They plan to produce rash guards and swim shorts that can be worn to swim or run errands. The first products will be shipped the first week in May.
Romano said the Body Glove line doesn’t compete with Onia’s current matrix, which includes a private label for various department stores; the Trunk and Surf label, which is distributed to mid-tier retailers, and Onia, which is a luxury brand.
“It was important to take on a label that doesn’t compete with what we are already doing,” said Romano. “Body Glove has a sporting focus, which is a whole new challenge and lends well to our pyramid.”
Romano said that because Onia mostly produces swimwear, the brand has been able to avoid issues happening at retail.
“Swimwear has its own market, and, if anything, we are finding more and more people traveling,” said Romano. “Our swimwear sales have continued to grow year-over-year.”