What Cupshe does

Cupshe is a privately held, direct-to-consumer fashion e-tailer founded in 2015 and headquartered in Manhattan Beach, California. The company designs and sells women's swimwear and resortwear as its core category, with extended assortments in men's swimwear, kids' swimwear, shapewear, dresses, and clothing, and serves consumers globally through its owned e-commerce platform (cupshe.com) and a mobile app on iOS and Android. Founder and CEO Liming Zhao leads the company, which operates without a publicly disclosed institutional funding history or parent organization and reports a headcount of 101-250 employees. The product platform is built around fit and inclusion: SKU-level differentiation includes PowerMesh tummy-control linings, molded and underwire bust-enhancing cup construction, DD+ higher-capacity collections, mix-and-match separates that allow tops and bottoms to be sized independently, and a registered Cupshe® trademark. Catalog scale is cited at 1000+ SKUs across the named categories, and global shipping reaches 11+ countries including the US, Canada, the UK, Australia, France, Germany, Spain, Poland, Italy, and Mexico.

Name

Cupshe

Legal name

Cupshe

Website

https://cupshe.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Cupshe

Ownership category

akta.pro rank

Product category

Swimwear and Resortwear Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Swim & Surf Performance Wear (CRAAAEAG), Swimwear (Children) (CRAAAHAG)

Keywords

• Women's swimwear
• Resortwear apparel
• Direct-to-consumer fashion
• Vacation clothing
• Beachwear e-commerce

Headquarters

HQ city

Manhattan Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Cupshe generates revenue through direct-to-consumer sales of swimwear, resortwear, and related apparel via its e-commerce website and mobile application. The business model is entirely product-based, with one-time purchases and no subscription component for the core product line.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels12 records

Core offering

Cupshe designs and sells its own branded swimwear, resortwear, cover-ups, dresses, shapewear, men's swimwear, and children's swimwear direct to consumers via its e-commerce website and mobile app. The brand focuses on flattering, inclusive-fit apparel (including DD+ sizing and tummy control) priced in the $18–$56 range, with global shipping to North America, Europe, Oceania, and LATAM markets.

Product overview

Cupshe is a global fashion e-commerce brand specializing in swimwear and resortwear for women, men, and children. The core product portfolio includes bikinis (available in bandeau, bralette, triangle, halter, underwire, DD+, tankini, and mix-and-match styles), one-piece swimsuits (monokinis, tummy control, flex support options), cover-ups, resortwear, dresses, clothing, and shapewear. The brand has expanded into men's swimwear and children's swimwear. Cupshe operates through its e-commerce platform with a mobile app offering exclusive perks, and maintains a loyalty program (Cupshe Club). The company also collaborates with celebrities and influencers including JoJo Fletcher, Jessie James Decker, Lexi Rivera, and Renee & Elisha Herbert on limited-edition collections. Recent product launches include the Miami Swim Week 2026 runway showing and the Casa del Sol collection with Jessie James Decker.

Differentiator

Problem solved

Functional benefit

Brands

• x JoJo Fletcher: Collaboration collection with JoJo Fletcher featuring swimwear designs.
• x Jessie James Decker
• x Lexi Rivera
• x Lexi Rivera

Products and services

• Bikinis Two-piece swimwear in styles such as bandeau, bralette, triangle, halter, underwire/push-up, DD+, tankini, and mix-and-match sizing, with adjustable straps and removable cups. Targeted at women seeking swimwear for beach, pool, and vacation use.
• One-Piece Swimsuits Full-body swimwear including monokinis, cutout, tummy control, flex support, halter/lace-up, long torso, and plunge neck styles designed for different body types and occasions. Targeted at women seeking one-piece swimwear options.
• Cover-Ups Beach and poolside cover-up garments including dresses, tops, shorts, and kimonos in fabrics such as crochet, seersucker, and knit. Targeted at women for beach and resort settings.
• Resortwear Vacation-themed clothing including dresses, cover-ups, rompers, jumpsuits, tops, bottoms, denim, and accessories for beach and resort settings. Targeted at women seeking vacation apparel.
• Dresses Vacation and everyday dresses in maxi, midi, and mini lengths and styles such as slip, shirt, A-line, halter, and bohemian, in floral, striped, and solid prints. Targeted at women.
• Clothing Casual and resort attire including tops, bottoms, pants, skirts, intimates, sweaters, and knitwear for everyday and vacation wear. Targeted at women.
• Shapewear Body-contouring garments including bodysuits, bottoms, and dresses with light and medium compression and features such as tummy control and slim sculpt. Targeted at women seeking shaping apparel.
• Men's Swimwear Men's swim trunks and board shorts designed to complement the women's collection, featuring tropical prints, floral patterns, and casual styles. Targeted at men buying coordinated couples or family swimwear.
• Kids' Swimwear Children's and girls' swimwear including tankini sets, reversible options, and tropical-themed designs in smaller sizes. Targeted at parents buying swimwear for children.
• Cupshe x JoJo Fletcher Collection Celebrity collaboration collection with JoJo Fletcher featuring coordinated women's swimwear and resort pieces with romantic and vacation-inspired designs. Targeted at fans of JoJo Fletcher and style-conscious vacation shoppers.
• Cupshe x Jessie James Decker Casa del Sol Collection Celebrity collaboration collection with Jessie James Decker featuring the Casa del Sol tropical-inspired women's and men's swimwear and resortwear, including coordinated couple's looks. Targeted at fans of Jessie James Decker and style-conscious vacation shoppers.
• Cupshe x Lexi Rivera Collection Influencer collaboration collection with Lexi Rivera featuring contemporary beach-inspired swimwear cover-ups and bikini sets. Targeted at fans of Lexi Rivera and style-conscious vacation shoppers.
• Cupshe for the Plot Party Collection Collaboration collection with content creators Renee and Elisha Herbert featuring playful, party-inspired swimwear designs. Targeted at fans of Renee and Elisha Herbert and style-conscious shoppers.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor, flagship and core.

• Temple House (Miami Beach)minorStrategic or Co-development Partner · 30 May 2026Venue partnership for Miami Swim Week 2026 presentation. Cupshe returned to Miami Swim Week with 'The Arrival' immersive runway presentation at Temple House in Miami Beach, showcasing 45 looks.
• Eric DeckerflagshipStrategic or Co-development Partner · 5 March 2026Co-designer of men's swimwear in the Casa del Sol collection second drop, collaborating with his wife Jessie James Decker. Expanded the partnership to include coordinated couple's looks.
• Jessie James DeckerflagshipStrategic or Co-development Partner · 26 February 2026Celebrity collaboration partner. Launched 'Cupshe x Jessie James Decker: Casa del Sol' collection - a two-part co-designed line inspired by tropical family vacations. Includes women's and men's swimwear. First drop: 28 styles priced $32-$49 USD. This marks Cupshe's second collaboration with Decker.
• JoJo FletcherflagshipStrategic or Co-development PartnerCelebrity collaboration partner with dedicated 'x JoJo' collection featuring multiple bikini sets, one-piece swimsuits, and cover-up tops. Ongoing partnership with multiple seasonal drops.
• Lexi RiveracoreStrategic or Co-development PartnerInfluencer collaboration partner with 'x Lexi Rivera' collection featuring beach-inspired cover-ups and bikini sets. Multiple items in the collection.
• Kelsey AndersonminorStrategic or Co-development PartnerDesigner collaboration featuring 'x Kelsey Anderson' collection items including cover-ups and bikini sets with distinctive designs.

Scale indicators1 record

Recent moves6 records

Expansion highlights7 records

Direct peers

• Triangl: Australian-origin DTC swimwear brand with strong Instagram-led marketing and global shipping. Operates in the same bikini/resortwear category with overlapping customer demographics.
• Beach Riot: DTC women's swimwear and activewear brand with strong celebrity/influencer placements and similar $40-$100 pricing. Directly competes in women's swimwear with comparable marketing tactics.
• Frankies Bikinis: California-based DTC swimwear and apparel brand with strong celebrity tie-ins and premium positioning. Overlaps with Cupshe in women's swimwear styles, social-first marketing, and inclusive sizing conversations.
• Vitamin A Swim: DTC women's swimwear and resortwear brand with proprietary fabric technologies and a multi-channel retail + DTC model. Comparable to Cupshe on swimwear specialization with a step up in premium price positioning.
• Monday Swimwear: DTC-first women's swimwear brand positioned in a comparable $30-$80 price band with mix-and-match separates and influencer-driven marketing. Directly competes with Cupshe for the same vacation-swimwear customer.
• LSpace: Women's swimwear and beachwear brand selling across DTC, specialty retail, and resort boutiques. Directly comparable product mix (bikinis, one-pieces, cover-ups) with broader distribution.

Broad incumbents

• Aerie (American Eagle): Intimates, swimwear, and loungewear brand from American Eagle with body-positive marketing. Comparable swimwear assortment and inclusive positioning that overlaps with Cupshe's DD+ and body-confidence messaging.
• Seafolly: Established Australian swimwear brand with global wholesale and DTC presence. Comparable women's swimwear assortment at higher average price points than Cupshe.
• Billabong: Global surf and swim apparel incumbent with broad men's and women's swimwear lines and deep retail distribution. Competes with Cupshe in women's swimwear category though at a different price tier.

Emerging players

• CUUP: DTC intimates and swimwear brand focused on fit technology and inclusive sizing. Comparable to Cupshe on fit-tech differentiation and DD+ adjacencies though smaller catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/cupsheofficial
• Facebookfacebook.com/cupsheofficial
• Instagraminstagram.com/cupshe
• TikToktiktok.com/@cupshe
• Pinterestpinterest.com/CUPSHE
• Xx.com/cupsheofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cupshe