Fit4U Swim

What Fit4U Swim does

Fit4U Swim is a US-based, privately held women's swimwear company founded in 2011 by Pattie Byrnes, a swimwear designer with industry experience dating to 1985 and originator of the "body type" swimwear categorization system in 1987. The company designs and sells figure-specific swimwear organized across seven body-type categories (Fit 4 Ur Tummy, Hips, Thighs, Long Torso, C's, D's & E's, and Fit 2 Lift) in two size ranges: Missy (6-18) and Plus Size (16W-26W). The product line includes tankinis, swim dresses, one-piece suits, tops, bottoms, mastectomy-friendly styles, cover-ups, and accessories; in 2020 it expanded into a Fit4U Wellness line of reusable face masks and hand protection gloves, and in 2022 added Fit 4 All Flip Flops. Technical differentiation is concentrated in fit-engineering features (tummy control panels, specialized D/E cup support, molded convertible-tie bras, three-tier ruffle coverage) rather than software or AI.

The business operates a hybrid go-to-market model. Direct-to-consumer e-commerce runs through fit4uswim.com on a Shopify storefront, with unit pricing broadly in the $39-$132 range for swimwear and $15-$68 for accessories, and frequent promotional discounts of 20-30%. Wholesale distribution spans 700+ specialty retail doors across the US, Canada, and Jamaica, plus department stores (Dillard's, Catherines, Lane Bryant Outlets, Lord & Taylor, The Bay in Canada, Sears), plus major online marketplaces (Amazon, Dillard's, QVC, Alwaysforme.com, Swimoutlet.com, Woman Within, Jessica London, Roamans, Just My Size). QVC has been a flagship channel for over 21 years, including Super Saturday live events that fund the company's partnership with Memorial Sloan-Kettering Cancer Center for ovarian cancer research. The company is founder-owned and operated with 11-50 employees, headquartered in Manhattan's fashion district at 1410 Broadway, with fulfillment out of Pennsylvania and New Jersey warehouses, and generates no disclosed revenue or external funding.

Name

Fit4U Swim

Legal name

Fit4U Swim

Website

https://fit4uswim.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Fit4U Swim is a US-based, founder-led private swimwear brand selling figure-specific women's swimwear across seven body-type categories and Missy-to-Plus sizing, distributed through its own e-commerce site, QVC, 700+ specialty retailers, and major online marketplaces.

Ownership category

akta.pro rank

Product category

Women's Swimwear

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Personal Styling for Plus-Size & Inclusive Fit (HSACAJAI), Swimwear & Beachwear Cut & Sew (IMAOAEAH)

Keywords

• Women's swimwear
• Body-type swimwear
• Plus size swimwear
• Mastectomy swimwear
• Swimwear accessories

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct E-commerce Sales: Consumer direct sales through company website fit4uswim.com, offering full product catalog with standard and sale pricing.
2. Wholesale to Online Retailers: Distribution through major online marketplaces including Amazon, Dillard's, QVC, and specialty swimwear sites.
3. Wholesale to Department Stores: Distribution through department stores including Dillard's, Boscov's, Catherines, Lane Bryant Outlets, Lord & Taylor, The Bay (Canada), and Sears.
4. Wholesale to Specialty Retailers: Distribution through hundreds of specialty retail locations across the US, Canada, and other countries, including swimwear boutiques, lingerie stores, and mastectomy boutiques.
5. QVC Television Sales: Sales through QVC's broadcast and online platform, participating in Super Saturday events.
6. Ovarian Cancer Research Fund Donations: A portion of revenue donated to Memorial Sloan-Kettering Cancer Center for ovarian cancer research.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Fit4U Swim designs, manufactures, and sells women's swimwear organized by a proprietary body-type categorization system (Fit 4 Ur Tummy, Hips, Thighs, Long Torso, C's, D's & E's, and Fit 2 Lift) across Missy (sizes 6-18) and Plus Size (16W-26W) ranges. The portfolio includes tankinis, swim dresses, tops, bottoms, mastectomy-friendly styles, cover-ups, flip flops, and a Fit4U Wellness line of reusable face masks and hand protection gloves. Products are sold through the company's own e-commerce site, department stores, specialty retailers, online marketplaces, and QVC.

Product overview

Fit4U Swim is a body-type-specific swimwear company that offers seven distinct product categories (Fit 4 Ur Tummy, Fit 4 Ur Hips, Fit 4 Ur Thighs, Fit 4 Ur Long Torso, Fit 2 Lift, Fit 4 Ur C's, Fit 4 Ur D's & E's) organized into two size ranges: Missy (sizes 6-18) and Plus Size (18W-24W). The portfolio includes tankinis, swim dresses, tops, bottoms, cover-ups, and accessories such as flip flops. The company also launched a Fit4U Wellness line in 2020 featuring reusable face masks and hand protection gloves made from swimwear fabric. A Mastectomy Collection addresses post-surgical needs. Products are sold through the company's own e-commerce site, major online retailers (Amazon, Dillard's, QVC), and department stores including Lane Bryant Outlets and Catherines.

Differentiator

Problem solved

Functional benefit

Products and services

• Missy Swimwear Collection Swimwear collection in Missy sizes 6-18 spanning all seven body-type categories (Tummy, Hips, Thighs, Long Torso, C's, D's & E's, Fit 2 Lift) plus bottoms such as bike shorts and skirts, designed for women with specific figure concerns.
• Plus Size / Women of Size Swimwear Collection Plus Size swimwear in 18W-26W covering all body-type categories (C's Plus, D's & E's Plus, Hips Plus, Thighs Plus, Tummy Plus, Fit 2 Lift Plus) plus bottoms such as swim shorts, skirts, and bike shorts, designed for full-figured women.
• Mastectomy Swimwear Collection

Quantifiable outcome

• Addresses the fact that the average women's bust size in the U.S. is now DD
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and major.

• QVCcoreChannel Partner/ Reseller/ DistributorFit 4 U has participated in QVC's Super Saturday live events, selling merchandise at discounted prices with proceeds benefiting the Ovarian Cancer Research Fund (OCRF). The company has been featured on QVC for over 21 years.
• Memorial Sloan-Kettering Cancer CentercoreStrategic or Co-development PartnerFit 4 U has established the Fit 4 U Ovarian Cancer Research Fund at MSKCC. The company donates a portion of revenue to support ovarian cancer research at the institution.
• AmazoncoreChannel Partner/ Reseller/ DistributorProducts sold through Amazon.com marketplace, reaching customers nationwide through one of the world's largest e-commerce platforms.
• Dillard'scoreChannel Partner/ Reseller/ DistributorProducts sold through Dillard's department stores (brick-and-mortar and Dillards.com), reaching customers through this major department store chain.
• Lane Bryant OutletsmajorChannel Partner/ Reseller/ DistributorPlus size swimwear distributed through Lane Bryant Outlet stores, targeting the plus size consumer segment.
• CatherinesmajorChannel Partner/ Reseller/ DistributorPlus size apparel retailer carrying Fit 4 U swimwear for the full-figured woman.
• The Bay (Canada)majorChannel Partner/ Reseller/ DistributorMajor Canadian department store chain distributing Fit 4 U swimwear in the Canadian market.
• Swimco (Canada)majorChannel Partner/ Reseller/ DistributorCanadian swimwear specialty retailer with multiple locations across Alberta and British Columbia.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Summersalt: Digitally-native women's swimwear brand known for inclusive sizing and body-positive marketing. Comparable on inclusive sizing strategy and DTC channel.
• La Blanca: Established women's swimwear label sold through department stores and specialty retailers. Comparable wholesale distribution footprint and women's swimwear focus.
• Cupshe: Fast-growing direct-to-consumer women's swimwear brand with broad size range and strong social media presence. Comparable product category and DTC-led GTM motion.
• Andie Swim: Women's swimwear brand focused on flattering, comfortable one-piece and bikini designs sold DTC. Comparable on women's swimwear category and direct e-commerce focus.
• Miraclesuit: Women's shaping swimwear brand built around body-slimming design and contouring fabrics. Comparable to Fit4U's figure-concealment value proposition and use of control panels.
• Swimsuits For All: Direct-to-consumer plus-size women's swimwear brand offering figure-flattering styles across missy and plus sizing. Highly comparable to Fit4U's plus-size positioning and body-concern product taxonomy.

Broad incumbents

• J.CREW: National apparel brand with women's swimwear assortment across misses and plus sizing. Comparable women's swimwear category and wholesale/department store distribution, but broader apparel portfolio.
• Tommy Bahama: Resort-inspired apparel brand with women's swimwear line sold through own stores and department stores. Comparable on department store and specialty distribution of women's swimwear, though broader lifestyle positioning.
• Lands' End: National apparel retailer with a sizeable women's swimwear assortment including plus sizing. Comparable product category and department-store/wholesale distribution, but operates across broader apparel categories.

Emerging players

• Beach Riot: Women-led swimwear brand focused on trend-driven, fashion-forward women's suits. Comparable women's swimwear category with a stronger fashion/trend tilt than Fit4U's fit-led proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fit4uswimwear
• LinkedInlinkedin.com/company/fit-for-u

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 Fit4U Swim