Beach Riot, a brand traditionally known for its swimwear, is expanding into activewear and growing its clothing offering.
While apparel was once limited to cover-ups being sold with swim orders, it is now a stand-alone category, and is being picked up by clothing retailers.
This expansion embodies the "beach to street" lifestyle of the brand, giving the consumer options to wear from a day at the beach to a night out.
This summer the brand introduced its first activewear line, Sport Riot, exclusively to Carbon 38 and Revolve. The full launch is taking place this fall and is already available on BeachRiot.com.
Sport Riot takes the Beach Riot aesthetic to activewear. The line has a fashion-forward look with embellishments, mixed prints and the Beach Riot signature triangle beading.
The Spring and Resort 2018 swimwear lines tie into the apparel and activewear. It has a fun Ikat style, taking influence from African and Moroccan prints. The line includes the Beach Riot key embellishments with tassels, beading, metal hardware detailing and textured fabrics.
The line ranges from $62-$156 for single pieces and $125-$230 for one-pieces. It can be found at retailers such as Ophelia Swimwear, SwimSpot, Shopbop, Molly Brown’s, Diane’s, and Bikini.com.
Although Beach Riot is predominantly a wholesale business, they have also focused on growing sales on BeachRiot.com and have seen great results, doubling sales from 2016 to 2017. A key strategy has been to differentiate its online offering from the pieces that are seen in the wholesale channel.
“We try to offer something different online,” said Co-Owner Jessica Sporty.
The “web exclusives” offered on BeachRiot.com are unique products sold only on the site and are launched monthly.
“We utilize our online presence to get feedback from consumers on what they want back on the site,” said Sporty. “Because the swimwear is produced in Orange County, we can reorder quickly.”
The use of social media and consumer feedback also contributed to the introduction of full coverage bottoms in the Resort 2018 line.
“We want to be inclusive,” said Sporty. “We want the consumer to love the brand regardless of their shape or size.”
Beach Riot designs clothing and swimwear for a young, fashion-forward audience that is into the contemporary and fashion aspects of the line.
The Southern California-based brand was started by Nicole Hanriot as a senior project at FIDM. Prior to the project, Nicole had had no interest in starting a swimwear line. After working as a swimwear designer for Tavik, she decided it was time to branch out and and create her own company.
The brand is privately funded by Nicole and her father, Craig. Beach Riot recently outsourced sales to the Nicasa Showroom, allowing the team to focus their time on the product.