Snapper Rock
Snapper Rock is a privately held, Trenton-based DTC swimwear brand designing UPF50+ sun-protective swimwear for babies, kids, teens, and adults, with recent expansions into period swimwear and waterproof jewelry.
- Company typePrivate
- Founded2006
- HeadquartersTrenton, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Snapper Rock does
Snapper Rock is a privately held, direct-to-consumer swimwear brand founded in 2003 (some sources cite 2006), headquartered in Trenton, New Jersey. The company designs and sells UPF50+ sun-protective swimwear across age tiers — babies, children, teens, and adults — with a particular emphasis on the teen and tween segment and on coordinated "matching family" collections. Its core technical proposition is UPF50+ fabric built into every garment, supported by proprietary Zorb® 3D Dimple LITE absorbent technology in its 2025-launched period swimwear line, and 18K gold PVD-plated stainless steel for its newly launched waterproof jewelry category.
The company's revenue model is multi-stream but anchored in unit-priced one-time purchases rather than subscriptions or licensing. It sells directly via its Shopify-based e-commerce storefront (snapperrock.com) and operates a wholesale program for third-party retailers. Pricing is mid-premium: teen bikinis run $54–$58, period swimwear sets $75, men's swim shorts $46–$52, and waterproof jewelry $14.95–$35. Customer acquisition relies primarily on Instagram-led organic social, SEO-optimized product pages, and a newsletter funnel offering a 10% first-purchase incentive. The company offers standard US ground shipping ($8), express ($24.95), and free ground shipping above $125, with international shipping available.
With a reported headcount of 1–10 employees, Snapper Rock operates as a lean, brand-led specialty e-commerce business. Recent strategic activity has focused on category expansion (period swimwear, waterproof jewelry, men's capsule) rather than channel or geographic diversification, and there is no disclosed institutional investment, M&A activity, or senior leadership team in the available source material. The business is privately held with no public listing, ticker, or disclosed funding history.
Snapper Rock firmographics
Firmographics- Name
- Snapper Rock
- Legal name
- Snapper Rock
- Website
- https://snapperrock.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Snapper Rock is a privately held, Trenton-based DTC swimwear brand designing UPF50+ sun-protective swimwear for babies, kids, teens, and adults, with recent expansions into period swimwear and waterproof jewelry.
- Ownership category
- akta.pro rank
Snapper Rock industry classification
Industry- Product category
- Children's and Family Swimwear
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Optical Goods Retailers (456130)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Swimwear (Children) (CRAAAHAG)
- akta.pro secondary industries
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Swim & Surf Performance Wear (CRAAAEAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Kids & Teen Eyewear (CRAAAKAE)
Keywords
Where Snapper Rock is headquartered
LocationHeadquarters
- HQ city
- Trenton
- HQ country
- United States
- HQ region
- North America
Markets served
Snapper Rock business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Direct-to-Consumer Swimwear Sales: Snapper Rock generates revenue primarily through direct online sales of swimwear and accessories to consumers through their e-commerce storefront. Products include bikinis, one-pieces, swim shorts, rash guards, surf suits, cover-ups, and accessories. The company sells at full retail price with seasonal collection releases.
- Waterproof Jewelry Sales: The company recently expanded into waterproof jewelry including necklaces, bracelets, and earrings priced at $14.95-$35. These are sold through the same e-commerce channel as swimwear, creating cross-sell opportunities.
- Wholesale/B2B Distribution: Snapper Rock offers a wholesale program, indicating B2B revenue through distribution to retail partners who resell the products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Teen Bikinis - Triangle and Crop styles |
| Unit Pricing | Pay-as-you-go | Teen Period Swimwear |
| Unit Pricing | Pay-as-you-go | Teen Boys Swim Shorts |
| Unit Pricing | Pay-as-you-go | Waterproof Jewelry |
| Unit Pricing | Pay-as-you-go | Accessories and Add-ons |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Snapper Rock product offering
Product offeringCore offering
Snapper Rock designs, manufactures, and sells UPF50+ sun-protective swimwear direct-to-consumer through its e-commerce storefront, with collections spanning teen girls, teen boys, girls, boys, baby, and adults (women's and men's), plus coordinated family matching swimsuits. The assortment includes bikinis, one-pieces, rash tops, surf suits, swim shorts, cover-ups, and accessories (hats, sunglasses, swim bags), and the brand has expanded into waterproof jewelry and teen period swimwear with proprietary Zorb® absorbent fabric.
Differentiator
Problem solved
Functional benefit
Products and services
- Teen Girls Bikinis Triangle and crop style bikinis for teen girls (sizes including youth 10-16), featuring UPF50+ sun protection, removable padding, and coordinated prints across the brand's seasonal collections. Priced at $54-$58 per set.
- Teen Girls One-Pieces One-piece swimsuits for teen girls with UPF50+ fabric, age-appropriate coverage, and seasonal prints coordinated with the bikini line.
- Teen Boys Swim Shorts and Rash Tops Swim shorts priced $46-$52 and rash tops $42-$48 for teen boys, designed for active water use with UPF50+ protection and durable construction.
- Teen Period Swimwear Period swim bikini sets ($75) and bikini bottoms ($45) for teens and tweens, featuring a hidden gusset with Zorb® 3D Dimple LITE absorbent fabric that pulls moisture away from the body and locks it inside to prevent leaks. Independently lab tested for absorbency and washability.
- Girls Swimwear (Ages 0-16) Girls swimwear assortment including bikinis, one-pieces, long-sleeve swimsuits and surf suits, rash tops, and shorts/skirts, all featuring UPF50+ protection and colorful, playful prints.
- Boys Swimwear Boys swimwear assortment including rash tops and swim shorts/board shorts with UPF50+ protection, plus cotton resort shirts for vacation wear.
- Baby Swimwear Baby girl and baby boy swimwear including sunsuits, one-pieces, two-piece ruffle sets, and rash top swim sets with UPF50+ protection for sensitive young skin.
- Women's Swimwear Women's bikinis, one-pieces, rash tops, swim dresses and skirts, plus kaftans and beachwear accessories, with UPF50+ protection and prints coordinated with the family matching collections.
- Men's Swim Shorts and Rash Tops Men's rash tops, board shorts/swim shorts, matching Dad & Me sets, plus a new mens capsule collection (Outbound Tee and Go Short), with UPF50+ protection and prints coordinated with boys and family matching collections.
- Matching Family Swimsuits Coordinated family matching swimwear collections released seasonally (e.g., Tropical Glow, Ciao Paradiso, Aloha Vacay, Cali Palms), available across women's, men's, girls', boys', and baby sizes for coordinated family beach and vacation looks.
- Waterproof Jewelry Waterproof jewelry line made from stainless steel with 18K gold PVD plating, including earrings ($25-$30), necklaces ($30-$35), and bracelets ($25), plus a Charm Pack ($14.95). Designed for everyday summer wear including swims, showers, and water activities. Tarnish-free with 316L stainless steel ear posts for sensitive ears.
- Swimwear Accessories Swimwear accessories including Charm Packs ($14.95), sarongs ($50), wet bags ($15.95), hats ($40), and sunglasses, sold alongside the swimwear collections to extend basket size.
Quantifiable outcome
- Period swimwear holds up to 20ml (about 2-3 tampons) of fluid
- +2 more outcomes
Companies that use Snapper Rock
Customer profileSegments5 records
Ideal customer profiles2 records
Snapper Rock technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Snapper Rock partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights6 records
Snapper Rock competitors and assessment
Company assessmentDirect peers
- Seafolly: Seafolly is an Australian premium swimwear brand offering women's, kids, and matching family swimwear with a fashion-forward aesthetic, comparable to Snapper Rock in coordinated collections and premium positioning.
- Roxy: Roxy is a global women's and girls' surf-inspired swimwear brand, overlapping directly with Snapper Rock in teen girls swimwear, bikinis, rash guards, and the family/beach lifestyle aesthetic.
- Billabong: Billabong is a major surf-lifestyle brand with extensive swimwear lines for women, men, and kids, competing with Snapper Rock across teen, men's boardshorts, and girls swimwear categories.
- Hatley: Hatley is a Canadian kids' and family apparel brand offering colorful printed swimwear, rainwear, and pajamas with coordinated family matching, directly comparable to Snapper Rock's family matching swimwear concept.
- Cupshe: Cupshe is a fast-growing DTC online swimwear brand selling affordable bikinis and one-pieces for women, men, and kids, overlapping with Snapper Rock's e-commerce-led model and broad family swimwear range.
- Andie Swim: Andie Swim is a DTC women's swimwear brand known for inclusive sizing and quality construction, with comparable direct e-commerce model and quality positioning to Snapper Rock's adult women's line.
- Sunuva: Sunuva is a UK-based premium kids' and teen swimwear brand with UPF50+ sun protection, the closest direct competitor to Snapper Rock in children's/tween sun-safe swimwear with similar family-matching and age-appropriate positioning.
- Summersalt: Summersalt is a DTC women's swimwear brand selling affordable, sustainable, and recycled swimwear online, with comparable product positioning to Snapper Rock's womens line and similar direct e-commerce GTM.
Broad incumbents
- Speedo: Speedo is the dominant global performance swimwear brand with broad product lines for adults, kids, and competitive swimmers, overlapping with Snapper Rock on UPF50+ rash guards, swim shorts, and protective swimwear.
Emerging players
- Knix: Knix is a DTC intimate apparel and activewear brand with proprietary leakproof technology in underwear and activewear, overlapping with Snapper Rock's period swimwear innovation in adjacent absorbent apparel categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Snapper Rock social profiles
Digital presenceSnapper Rock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snapper Rock leadership team
Management profileNumber of profiles
Snapper Rock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snapper Rock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Snapper Rock
What does Snapper Rock do?
Snapper Rock designs, manufactures, and sells UPF50+ sun-protective swimwear direct-to-consumer through its e-commerce storefront, with collections spanning teen girls, teen boys, girls, boys, baby, and adults (women's and men's), plus coordinated family matching swimsuits. The assortment includes bikinis, one-pieces, rash tops, surf suits, swim shorts, cover-ups, and accessories (hats, sunglasses, swim bags), and the brand has expanded into waterproof jewelry and teen period swimwear with proprietary Zorb® absorbent fabric.
Is Snapper Rock a public or private company?
Snapper Rock is a private company. It is classified as unknown and is currently operating.
When was Snapper Rock founded?
Snapper Rock was founded in 2006. It employs 1 to 10 people.
Where is Snapper Rock based?
Snapper Rock is headquartered in Trenton, United States, in the North America region.
How does Snapper Rock make money?
Three revenue lines are on record. Direct-to-Consumer Swimwear Sales are the primary driver. The others are waterproof Jewelry Sales and wholesale/B2B Distribution.
Who are Snapper Rock's main competitors?
Direct peers on record are Seafolly, Roxy, Billabong, Hatley, Cupshe, Andie Swim, Sunuva and Summersalt. Speedo is listed as a broad incumbent. Knix is listed as an emerging player.
Does Snapper Rock have an API?
No public API is recorded for Snapper Rock.
What industry is Snapper Rock in?
Snapper Rock's product category is Children's and Family Swimwear. Its primary akta.pro industry code is CRAAAHAG, Swimwear (Children), with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 458110 and its SIC code is 5600.