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How One Swimsuit Designer Hopes to Fix Fit

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

While lounging poolside at a bachelorette party in 2014, Jude -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 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."

Chris DeLorenzo

Bikyni's designs cost $100 or less and are made from high-quality Italian fabric in a 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."

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