Everything But Water

What Everything But Water does

Everything But Water, legally Orlando Bathing Suit, LLC, is a U.S.-based specialty retailer of designer women's swimwear and resortwear founded in 1984 and headquartered in Orlando, Florida. The company operates a direct-to-consumer omnichannel model, selling through its e-commerce site everythingbutwater.com and through company-owned physical retail stores. Its assortment spans 3,492 swimwear items across more than 70 designer brands (including Missoni, Hunza G, Maaji, Frankies Bikinis, and Karla Colletto) alongside three exclusive private-label brands — Summerful, MaxSwim, and Cerulean Sea — covering bikinis, one pieces, tankinis, cover-ups, and accessories at price points from roughly $74 to over $870.

The technology stack is a standard e-commerce platform (Demandware/Salesforce Commerce Cloud, per asset URLs) with integrated payment options including PayPal and Apple Pay, an international shipping capability, and two customer-facing features: the EBW Rewards loyalty program (powered by Yotpo, with Member, Insider at $350+, and VIP at $1,000+ tiers) and the Perfect Fit Finder, a rules-based recommendation tool that maps fit preferences to styles. Distribution is omnichannel: e-commerce supported by email, Instagram, Facebook, affiliate, content/SEO marketing, and physical retail stores offering personal fit and styling services.

The business model is primarily one-time purchase retail with a loyalty layer. The company monetizes through unit-priced swimwear and accessory sales; the EBW Rewards tiered membership creates repeat-purchase incentives and modest switching friction at higher spend levels. Customers are predominantly women seeking designer and inclusive-size swimwear (cup sizes A–H, plus sizes, tummy-control and bra-sized options), as well as resort and travel consumers shopping for coordinated vacation wardrobes. The company serves the U.S. domestic market primarily and a selected set of international countries via its newly launched cross-border shipping capability.

Name

Everything But Water

Legal name

Orlando Bathing Suit, LLC

Website

https://everythingbutwater.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Everything But Water is a U.S. specialty retailer founded in 1984 that sells designer women's swimwear, resortwear, and accessories through its e-commerce site and physical stores, offering 70+ designer brands plus three private labels and inclusive sizing.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Swimwear Sales: One-time purchase model for designer swimwear, resortwear, and accessories. Products range from $74 to $870+ for individual items. Includes private label brands Summerful, MaxSwim, and Cerulean Sea alongside 70+ designer brands.
2. Loyalty Program Membership: Three-tier membership program (Member, Insider, VIP) where customers earn points on purchases. Higher tiers unlock at $350+ and $1,000 annual spend thresholds with benefits including accelerated point earning, birthday rewards, and free shipping.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Everything But Water is a specialty retailer of designer and private label swimwear, cover-ups, and resort wear, selling 3,492 items across 70+ designer brands through a combination of e-commerce and physical retail stores. The assortment is complemented by the company's own private label lines (Summerful, MaxSwim, and Cerulean Sea) and supported by the Perfect Fit Finder tool and the EBW Rewards loyalty program.

Product overview

Everything But Water is a specialty swimwear retailer offering a curated collection of designer swimwear and resortwear. The core product portfolio centers on swimwear categories including bikinis, one pieces, tankinis, cover ups, and accessories. The company operates a multi-brand model combining exclusive private label brands (Summerful, MaxSwim, and Cerulean Sea) with an extensive selection of designer swimwear from over 70 international brands. Additionally, the company offers the EBW Rewards loyalty program for customer retention and provides a Perfect Fit Finder tool to help customers select appropriate sizes and styles. The business model emphasizes both brick-and-mortar retail through company-owned stores and e-commerce operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer swimwear collection A curated assortment of women's and men's swimwear from more than 70 designer brands, sold through Everything But Water's e-commerce site and physical retail stores.
• Resort wear collection Cover-ups, dresses, and vacation apparel sold alongside the swimwear assortment to provide a complete resort wardrobe.
• Summerful private label swimwear Everything But Water's own private label swimwear line, sold alongside designer brands across the company's retail stores and e-commerce site.
• MaxSwim private label swimwear Everything But Water's in-house private label swimwear brand carried across its stores and online channels.
• Cerulean Sea private label swimwear Everything But Water's private label resort and swimwear brand, distributed through the company's retail and online channels.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Revolve: Premium multi-brand women's fashion e-commerce retailer with a sizable curated swimwear assortment and influencer-driven marketing. Directly comparable to Everything But Water in target customer, brand portfolio approach, and premium price positioning.
• Shopbop (an Amazon company): Multi-brand premium women's apparel and swimwear e-commerce retailer with a similar brand-portfolio model and international shipping. Comparable in customer demographic, curated designer assortment, and DTC operating model.
• Cupshe: Direct-to-consumer women's swimwear brand with broad assortment and accessible price points. Comparable as a swimwear-specialist DTC operator competing for the same customer purchase occasions.
• Swimsuits For All: Specialty plus-size and inclusive-fit swimwear retailer with strong extended-sizing focus. Comparable to Everything But Water's D+, fuller bust, and plus-size category emphasis and inclusive fit value proposition.

Emerging players

• Summersalt: DTC women's swimwear and travelwear brand known for fit-focused sizing (including extended sizes) and direct-to-consumer model. Comparable to Everything But Water's fit-and-inclusivity positioning and swimwear specialization.
• Beach Riot: Direct-to-consumer women's swimwear brand offering trend-forward designs through its own site and select wholesale partners. Comparable in women's swimwear specialization and overlap with EBW's premium-designer assortment.
• Hunza G: Premium swimwear brand sold through both DTC and specialty retailers including Everything But Water. Comparable as a designer swimwear label within the EBW assortment that competes for the same premium customer through its own growing direct channel.
• Frankies Bikinis: Premium women's swimwear brand with growing direct-to-consumer channel and influencer-driven demand. Comparable as a designer label in EBW's assortment increasingly investing in its own DTC site, illustrating the brand disintermediation risk.

Broad incumbents

• Billabong: Established surf-inspired apparel brand operating its own DTC site with women's swimwear as a core category. Comparable as a swimwear-specialist incumbent with brand recognition, though broader and surf-leaning versus EBW's premium-designer focus.
• Anthropologie: Multi-category women's apparel retailer carrying premium and private-label swimwear alongside broader lifestyle assortments. Comparable in target customer, premium price positioning, and seasonal swimwear merchandising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/everythingbutwater
• Instagraminstagram.com/everythingbutwater
• Xx.com/ebwstyle

Revenue estimate

Valuation estimate

Number of profiles

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 Everything But Water