What Konfidence does

Konfidence is a UK-based, family-owned designer and manufacturer of children's swimwear and buoyancy aids, trading as a brand under Swimovations Ltd from its Plymouth, Devon warehouse. Founded in 1998 by Andrew Regan around the Original Konfidence Swim Jacket, the company has sold more than one million units of that anchor product worldwide and now operates across 70+ countries. The portfolio spans buoyancy swimwear (Original Jacket, Floatsuit), neoprene and recycled-material wetsuits (Warma range), baby swim products (Splashy swimsuit, Babywarma, AquaNappy), and accessories including changing robes, pool bags, and bucket hats, with retail price points from £3 (Original AquaNappy) to £79.99 (adult Warma Changing Robe). Proprietary technology centres on e-FLEX, a recycled-plastic fabric positioned as a softer, more sustainable alternative to traditional neoprene, plus an 8-piece removable foam buoyancy system in the Original Jacket that lets parents adjust support as a child progresses.

The business model is predominantly direct-to-consumer e-commerce on a Shopify storefront at konfidence.co.uk, supplemented by Amazon marketplace listings and a small B2B wholesale channel that supplies swim schools and teachers — most recently formalized through a March 2025 partnership with STA Excel providing trainee discounts on the full range. Marketing is content-led, using an Instagram and Facebook presence, an ambassador programme (Swimology), and a 10% newsletter discount hook, with strong regulatory endorsements from the Swimming Teachers Association and the Starfish Aquatics Institute anchoring credibility. Konfidence is bootstrapped with no disclosed external funding, runs a lean team led by the founder and a Sales Manager, and has built its moat on brand longevity, multi-decade awards, and exclusive swim-curriculum approvals rather than technology differentiation.

Name

Konfidence

Legal name

Swimovations Ltd

Website

https://konfidence.co.uk

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Konfidence is a UK-founded (1998) family-owned designer and DTC retailer of children's buoyancy swimwear, neoprene wetsuits, and swim nappies, selling globally through its own e-commerce site, Amazon, and B2B swim-school channels via its proprietary e-FLEX recycled-plastic material.

Ownership category

akta.pro rank

Product category

Children's Swimwear and Buoyancy Aids

akta.pro primary industry

Swimwear (Children) (CRAAAHAG)

akta.pro secondary industries

Swim & Surf Performance Wear (CRAAAEAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

Keywords

• Children's swimwear
• Buoyancy swim aids
• Baby swimming products
• Recycled swimwear materials
• Kids wetsuits

Headquarters

HQ city

Launceston

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Retail: Konfidence sells products directly to consumers through its Shopify-powered website, offering products ranging from swim jackets (£23.99-£59.99), wetsuits, swim nappies, and accessories. Prices are fixed retail with occasional promotional discounts.
2. Trade/Wholesale to Swim Schools: Konfidence supplies swimming schools, teachers, and swim instructors through B2B channels. Partnership with STA Excel provides exclusive discounts to qualified swimming teachers on work-related products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Konfidence designs, manufactures, and sells children's and baby buoyancy swimwear, wetsuits, swim nappies, and accessories through its own e-commerce website (konfidence.co.uk), Amazon, and trade/wholesale channels to swimming schools. Its hero product is the Original Konfidence Swim Jacket, which uses 8 removable foam floats for adjustable buoyancy, has sold over 1 million units worldwide, and is approved by the Swimming Teachers Association (STA) and Starfish Aquatics Institute. The company also produces an eco-friendly e-FLEX product line (Wetsuits, Vests, Swimsuits, Changing Robes) made from its proprietary recycled-plastic material.

Product overview

Konfidence is a UK-based children's swimwear and buoyancy aid company operating since 1998, offering a comprehensive portfolio of products designed to help children learn to swim safely. The core product line includes buoyancy swimming aids (Original Konfidence Swim Jacket, Floatsuit) for children 18 months to 7+ years, featuring removable foam floats for adjustable buoyancy support. The eco-friendly e-FLEX material line includes Warma Wetsuits, Warma Vests, and Splashy Swimsuits made from recycled plastics with UV protection. For babies, the range includes Splashy Babywarma wetsuits, Splashy AquaNappy reusable swim nappies (0-30 months), and Splashy Roll and Go changing mats. Accessories include Warma Changing Robes for children and adults, bucket hats, pool bags, swim hats, and neoprene pool socks. All products are designed in collaboration with the Swimming Teachers Association (STA) and emphasize water safety, warmth retention, and eco-friendly materials.

Differentiator

Problem solved

Functional benefit

Brands

• Splashy: Award-winning baby swimming range including swimsuits, nappies, and baby wetsuits designed for babies aged 0-24 months. Products include the Splashy Swimsuit made with e-FLEX material.
• Warma
• AquaNappy
• e-FLEX

Quantifiable outcome

• Over 1 million Konfidence Jackets sold worldwide
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• STA ExcelcoreStrategic or Co-development Partner · 24 March 2025New partnership announced March 2025 with STA Excel, an Approved Training Centre and CIMSPA Education Partner. Konfidence provides exclusive discounts on its complete swim range to STA Excel learners completing STA Award or Certificate in Teaching Swimming. Partnership includes discounts on specialist swimming teacher's collection including Warma Top, Warma Changing Robe, and Teacher Kit Bag. Konfidence also supplies STA Excel's Aquatic Tutors with complimentary equipment.
• Swimming Teachers Association (STA)coreStrategic or Co-development PartnerLong-standing partnership with STA. Products manufactured in collaboration with STA including Splashy Swimsuit (only baby swimming swimsuit manufactured in partnership with STA) and Warma Wetsuit (only wetsuit made of recycled plastics manufactured in collaboration with STA). AquaNappy is the only swim nappy made in partnership with STA and approved as part of the double layer system required by swimming pools.
• Starfish Aquatics InstitutecoreStrategic or Co-development PartnerThe Original Konfidence Jacket is the only swim jacket recommended and approved by Starfish Aquatics Institute - US and International swimming curriculum and awarding body.
• Likkle SwimmersminorOthersKonfidence supports Likkle Swimmers, a UK charity providing free swimming lessons in Jamaica. In 2025, gifted bundle of Aqua Nappies to help charity start baby and pre-school lessons. Charity has taught over 700 children and adults to swim for free since 2017.
• Barnardo'sminorOthersKonfidence supports Barnardo's, the UK's leading children's charity. For Christmas 2024, matching purchases of Original Konfidence Swim Jacket, Splashy AquaNappy, Splashy Babywarma, and Roll and Go Baby Changing Mat - donating products to Barnardo's retail shops to help raise funds.
• RNLIminorOthersKonfidence works with RNLI as part of commitment to water safety. RNLI featured as prize sponsor in Golden Bucket competition. Company believes water safety and learning to swim are life skills.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• TYR: Established US swimwear brand with a children's/learn-to-swim line including swim vests and flotation aids. Comparable to Konfidence in product functionality though at significantly larger scale and broader category focus.
• Speedo: Global incumbent swimwear brand with extensive children's swimwear, swim school, and learn-to-swim categories. Competes with Konfidence on brand recognition and retail distribution, but operates as part of a much broader portfolio.
• Arena: International swimwear brand with a children's swimwear and learn-to-swim product range. Competes with Konfidence in the buoyancy aid and junior swimwear category as part of a larger performance swimwear portfolio.
• Decathlon: Global sporting goods retailer with significant own-brand children's swimwear, wetsuits, and buoyancy aids (e.g., Nabaiji) at lower price points. Competes with Konfidence on price-led entry-level customers within the same categories.
• Funky Trunks: Performance swimwear brand offering children's swimwear and learn-to-swim products. More competitive/training-oriented than Konfidence, but overlaps in the children's swimwear category through parent brand Funkita.

Emerging players

• Dock & Bay: Direct-to-consumer beach and swim accessories brand with a children's range including towels and swim bags. Adjacent to Konfidence's accessories category (changing mats, pool bags, hats) and targets a similar parent demographic.
• Sun Emporium: Smaller specialist children's sun- and swim-protection brand including UV swimwear. Targets the same parent buyer as Konfidence for beach/pool protection but with a narrower product line and emerging brand presence.

Direct peers

• Splash About: UK-based specialist in baby and children's swimwear, buoyancy aids, swim nappies, and wetsuits. Directly competes with Konfidence across the same product categories and customer base, including an eco-friendly range.
• Maru: UK-based children's swimwear brand offering swimsuits, swim kits, and backpacks for school swimming. Directly analogous to Konfidence on geographic footprint (UK) and primary buyer (parents of school-age children).
• Zoggs: Australian-origin swimming brand with strong UK presence offering children's swimwear, swimming aids, and goggles. Overlaps directly with Konfidence's core swim-jacket and infant swim categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KonfidenceUK
• Instagraminstagram.com/konfidenceuk
• Xx.com/KonfidenceUK
• LinkedInlinkedin.com/company/konfidence-international-limited

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 Konfidence