MULTIMEDIA GOALS: Swimsuit e-tailer Bikini.com is making good on plans to become a full lifestyle brand since its acquisition by Remark Media and a rebranding that began in earnest less than two years ago.
The company is set to debut a video channel June 5, which promises original content, tackling topics such as food, travel, fashion and beauty. They’re verticals the Bikini site also covers on its Web site where it features editorial content.
The company tapped Theresa Alexandria to be executive producer of video where she’s tasked with overseeing the video content. Alexandria joins the company from Yahoo where she was a producer on several of the company’s channels, including Yahoo Style.
Bikini’s swimsuit inventory consists of more than 3,000 stockkeeping units from brands such as Issa de’ Mar, Seafolly and Tori Praver that range in price from $50 to $350. The company debuted a pop-up last month at the Wynn Las Vegas XS Nightclub and Encore Beach Club operating Thursdays and Sundays through September.
Las Vegas-based Remark Media paid about $2.38 million for Pop Factory LLC, Bikini’s owner, in 2013 and has since focused on turning the brand from what Remark chief executive officer and chairman Kai-Shing Tao described as a cheap version of Maxim magazine into a multimedia company.
“You see that we sell bikinis, but that’s not the focus,” Tao told WWD earlier this year. “Our focus is really creating a lifestyle brand, creating a media channel that no one’s gone after. We think we have the best URL to do that and we can scale globally because in every language a bikini’s a bikini.”