How One Swimsuit Designer Hopes to Fix Fit

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
Will be used in accordance with our Privacy Policy
How One Swimsuit Designer Hopes to Fix Fit
Image credit: Chris DeLorenzo
2 min read

This story appears in the June 2016 issue of Entrepreneur. Subscribe »

While lounging poolside at a bachelorette party in 2014, Jude Al-Khalil and her friends got to talking about swimwear -- but instead of reveling in the purchases they liked, they couldn’t stop talking about how awful the shopping experience is. “If you look at the most challenging and intimidating categories to shop for, it’s lingerie, jeans and swimwear,” Al-Khalil says. So she created Bikyni, an online brand and retailer that takes the pain out of shopping for bathing suits. Tagline: “You don’t need a better body, you need a better Bikyni.”

Bikyni’s designs cost $100 or less and are made from high-quality Italian fabric in a Los Angeles factory. But their true selling point is fit, rather than style. The company offers just seven tops, six bottoms and two one-pieces -- and that's as big as the collection will get, Al-Khalil says. “We don’t want to hit you with a ton of options.” 

Every element of those options is explained in a fit guide that hits the details most women fret about but most mass retailers ignore. Want padding? No padding? Extra support? Adjustable straps? A low-rise bottom with minimal coverage, or full coverage with a high rise? “We surveyed close to 5,000 women before we started designing the fit guide,” she says. “Every year you read articles about, ‘What fruit shape are you?’ But that’s not helpful to women.” 

Bikyni's appeal has proven to be universal. For young women with a limited budget, a $95 quality suit feels like an affordable splurge. For women in their 40s, a $95 quality suit is an irresistible steal. “We’ve been able to capture a really broad part of the market,” Al-Khalil says. “This is about understanding what women need.” 

Check out more companies on the 2016 Brilliant 100 list

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Are you paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.

Latest on Entrepreneur

Entrepreneur Media, Inc. values your privacy. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site (both directly and through our partners). By continuing to use this site, you are agreeing to the use of that data. For more information on our data policies, please visit our Privacy Policy.