SwimSpot Dives Into Santa Monica Place

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Top online swimwear retailer SwimSpot is on a mission to bring their e-commerce success to life with a handful of new boutique openings this year. With locations in Irvine, Arcadia, Canoga Park and Sherman Oaks already under their waterproof belt, they've just landed a new 2,800-square-foot-boutique at the Santa Monica Place shopping center, which opened last month.

"We set our sights on Santa Monica Place because we really wanted to find a spot that was close to the ocean," says SwimSpot marketing director, Chris Lohman. "Plus, we've always loved the cool beach and surf vibe out there."

Similar to SwimSpot's other locations, the SMP outpost offers an array of swimsuits and activewear from brands like Ella Moss, Guess, Reef and Hurley. Keeping with their digitally-inclined approach to fashion, the in-store experience also offers iPads for customers to access the retailer's signature Bikini Builder customization tool, as well as Fit Specialists for personal shopping and style concierge services.

SwimSpot plans to open two boutiques in Santa Barbara and one in Thousand Oaks in the coming months.
· SwimSpot [Official Site]