UjENA Swimwear & Fashion

What UjENA Swimwear & Fashion does

UjENA Swimwear & Fashion is a privately held, family-owned direct-to-consumer apparel company founded in 1984 by Bob Anderson (CEO and marketing director) and Catherine Anderson (VP, Designer and operations director). The company designs, manufactures, and sells women's fashion swimwear and complementary clothing through a single Shopify-hosted e-commerce storefront at ujenafashion.com, with no third-party retail, marketplace, or wholesale channels identified. Pricing for individual items ranges from $29.50 to $119.00, with promotional discounts of 30%-70% off through a dedicated Super Sale collection. There is no subscription, recurring revenue, mobile app, or API offering; all sales are one-time unit purchases.

The product portfolio spans 300+ styles organized into core lines (UjENA Bikinis, One Pieces, Tankinis, G Strings and Thongs, Sheer & Sheer When Wet, Cover-Ups, and Clothing) and sub-brands (Skimpy by UjENA, Eco-Friendly). All garments are designed and produced in UjENA-owned factories, giving the company vertically integrated control over fit, quality, and production economics — features that include underwire support, curvy-girl fits, and sustainable 78% polyamide fabrics. Distribution covers more than 50 countries across North America, Europe, Asia Pacific, Latin America, the Middle East & Africa, and the Caribbean, with multi-currency and bilingual (English/Spanish) checkout support.

UjENA targets women seeking flattering, fashion-forward swimwear across body types and use cases, including a dedicated Curvy Girl segment and resort/vacation travelers looking for cover-ups and versatile clothing. The company has shipped cumulatively over one million swimsuits since founding. The headcount range is 11-50 employees, no institutional funding has been disclosed, and ownership remains with the founding Anderson family. The technology stack is essentially an industry-standard Shopify storefront with email newsletter and SEO as the primary marketing channels. There are no disclosed AI, machine learning, or data-product capabilities.

Name

UjENA Swimwear & Fashion

Legal name

UjENA Fashion

Website

https://ujena.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

UjENA Swimwear & Fashion is a family-owned, direct-to-consumer e-commerce brand founded in 1984 that designs and manufactures women's fashion swimwear and beach clothing in its own factories, shipping globally to consumers across more than 50 countries via a single Shopify storefront.

Ownership category

akta.pro rank

Product category

Women's Swimwear

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Swimwear & Beachwear Cut & Sew (IMAOAEAH), Swim & Surf Performance Wear (CRAAAEAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

Keywords

• Women's swimwear
• Fashion apparel
• Swimwear collections
• Beach clothing
• Resort wear

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Retail Sales: Direct-to-consumer retail sales of swimwear and fashion apparel through company-owned e-commerce website. Revenue generated from one-time product purchases at listed retail prices. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

UjENA Swimwear & Fashion designs, manufactures, and sells women's swimwear and complementary fashion apparel directly to consumers worldwide through its own e-commerce storefront. The company offers over 300 styles spanning bikinis, one-pieces, tankinis, G-strings, thongs, sheer swimwear, cover-ups, and clothing, with all production carried out in UjENA-owned factories. Since 1984, the family-owned company has shipped over one million swimsuits to customers across North America, Europe, Asia Pacific, Latin America, the Middle East, Africa, and the Caribbean.

Product overview

UjENA Swimwear & Fashion is a family-owned swimwear company operating since 1984, offering over 300 styles of fashion swimwear. The product portfolio centers on a core swimwear line including UjENA Bikinis (two-piece), UjENA One Piece Swimwear, UjENA Tankinis, UjENA G Strings, and Thong and Tonga styles. The brand extends into complementary categories including UjENA Clothing, UjENA Cover-Ups, and specialty sub-brands such as Skimpy by UjENA (revealing styles), Eco-Friendly Collection (sustainable fabrics), and UjENA Sheer & Sheer When Wet (transparent styles). The company also offers Underwire Swimwear with built-in support. Every piece is designed and manufactured in UjENA-owned factories, with a reported production of over one million swimsuits shipped worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Skimpy by UjENA: Sexy and sheer bikinis product line
• Eco-Friendly
• UjENA Bikinis
• UjENA One Pieces
• UjENA Tankinis
• UjENA G Strings
• Clothing by UjENA
• UjENA Sheer & Sheer When Wet

Products and services

• UjENA Bikinis Two-piece swimwear collection designed to flatter a wide range of body sizes, featuring various styles including underwire options, intended for women seeking fashionable swimwear for beach and pool use.
• UjENA One Piece Swimwear One-piece swimsuits offering a balance of coverage and allure, designed for various body shapes, intended for women seeking fuller-coverage swimwear for beach and pool use.
• UjENA Tankinis Swimwear combining tank-top style upper coverage with bikini bottoms, providing moderate coverage while maintaining a fashionable look, intended for women seeking versatility between bikinis and one-pieces.
• UjENA G Strings Minimal-coverage thong-style bikinis designed for sunbathing and pool wear, intended for women seeking the least amount of coverage for tanning purposes.
• UjENA Thong and Tonga Swimwear offering graduated coverage from thong to tonga to cheeky styles, intended for women seeking to choose their preferred level of back coverage.
• UjENA Sheer & Sheer When Wet Transparent swimwear that becomes more sheer when wet, creating a bold look, intended for women seeking distinctive, adventurous beach and poolside styles.
• UjENA Clothing Versatile clothing styles designed to transition from vacation getaways to casual settings, intended for women seeking coordinated fashion pieces for travel and resort wear.
• UjENA Cover-Ups Stylish cover-up garments designed for transitioning from beach to other settings, intended for women seeking lightweight layered pieces for vacation and resort wear.
• Skimpy by UjENA Adventurous and revealing bikini styles for those seeking minimal coverage, marketed as a sub-brand targeting women seeking bolder swimwear looks.
• Eco-Friendly Collection Sustainable swimwear made from eco-conscious fabrics including 78% polyamide content, intended for environmentally conscious women seeking swimwear with reduced environmental impact.
• Underwire Swimwear Swimwear combining support and style with built-in underwire for added shape and support, intended for women seeking additional bust support without sacrificing fashion appeal.
• Curvy Girl Bikini Bikini designed specifically to flatter curvier body types, intended for fuller-figured women seeking stylish two-piece swimwear with tailored support.
• Diamond Martini One Piece One-piece swimsuit featuring diamond-shaped detailing, intended for women seeking a distinctive, fashion-forward swimsuit design.
• Classic G String Bikini Classic minimal-coverage g-string style bikini, intended for women seeking traditional minimal-coverage swimwear for sunbathing.

Quantifiable outcome

• Over 1 million swimsuits designed, manufactured and shipped worldwide

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Beach Bunny Swimwear: Beach Bunny is a women's fashion swimwear brand selling direct-to-consumer and through select boutiques. It overlaps with UjENA on premium bikini design, fashion positioning, and DTC distribution.
• L*Space: L*Space is a women's swimwear and resort-wear brand with a strong DTC e-commerce presence and a comparable focus on bikinis, one-pieces, and cover-ups. It targets a similar fashion-forward swimwear customer as UjENA.
• Cupshe: Cupshe is a women's swimwear direct-to-consumer brand selling globally online with a wide assortment of bikini and one-piece styles. It competes head-to-head with UjENA in the affordable fashion swimwear e-commerce segment and offers comparable price points and SKU breadth.
• Everything But Water: Everything But Water is a multi-brand luxury and contemporary swimwear retailer operating online and through resort-town stores. It overlaps with UjENA on women's swimwear assortment, vacation/travel customer, and DTC catalog business.
• Summersalt: Summersalt is a digitally-native women's swimwear brand emphasizing inclusive sizing and travel-friendly styles. It competes with UjENA for the same online swimwear shopper and uses a similar DTC-first go-to-market.
• Swimsuits For All: Swimsuits For All is a DTC specialty retailer focused on women's swimwear for curvy and plus-size figures. It mirrors UjENA's curvy-girl positioning and direct e-commerce model, making it one of the closest competitive analogues in target customer.
• Vitamin A Swimwear: Vitamin A is a women's swimwear brand with its own manufacturing and sustainability positioning. It is comparable to UjENA on DTC swimwear, owned production, and eco-conscious fabric messaging.

Broad incumbents

• Victoria's Secret (PINK): Victoria's Secret / PINK is a large women's apparel and intimates retailer carrying a meaningful seasonal swimwear assortment. It competes for the same bikini shopper but swimsuit is a sub-category of a much broader portfolio.
• Lands' End: Lands' End is a long-standing apparel retailer with a notable women's swimwear category, including plus and mastectomy options. It overlaps with UjENA in the U.S. women's swimwear customer but sells apparel as a broader general-line retailer.
• Target: Target carries a large assortment of mass-market women's swimwear through owned labels and third-party brands. It competes with UjENA for budget-conscious swimwear customers but as part of a much broader general-merchandise assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ujenaswimwear
• Facebookfacebook.com/ujenaswimwear

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 UjENA Swimwear & Fashion