A Milestone Opening in SoHo
Monday Swimwear has officially opened its first New York flagship store, establishing a permanent retail presence in Manhattan’s SoHo neighborhood at 464 Broome Street. The 2,000-square-foot space marks the brand’s second brick-and-mortar location following its Beverly Hills debut in September 2025, and signals accelerating momentum in the direct-to-consumer swimwear segment — a trend that carries meaningful implications for production planning across the supply chain.
Founded in 2013 by Australian Natasha Oakley and Oakland native Devin Brugman, the brand was famously named during a New York taxi ride, making the SoHo opening a resonant full-circle moment. The co-founders noted that New York has long been their top-performing customer base, which made the city a natural priority for physical retail expansion. “This has been in the works for over a year, and it is something we have approached very thoughtfully from the beginning,” the duo shared, describing the flagship as one of their most significant openings to date. “New York is our number-one customer base and one of the most iconic fashion capitals in the world, so having a space here feels both incredibly exciting and deeply meaningful.”
Design That Reflects Brand Identity
Designed in collaboration with New York-based architecture and design studio Sugarhouse, the store occupies a historic cast-iron building and embraces a retreat-like atmosphere. High ceilings and a skylit rear space anchor an intimate fitting room lounge, while curved furnishings — including a custom mohair sectional and a vintage honey-toned daybed — echo the contours of the human form. The tonal palette draws from coastal landscapes and a broad spectrum of natural skin tones, reinforcing the brand’s emphasis on making every customer feel seen and confident.
The product assortment spans core colorways such as black, ivory, midnight, and espresso alongside seasonal hues that include Azure, Chili Pepper, and Sardinia Stripe. The Micro Geo printed swimwear range introduces new fabrications like silk and mesh, and Monday Body activewear styles are available in select colors. For swimwear manufacturers and OEM partners, this kind of curated, seasonally responsive product mix highlights the operational importance of agile production runs and consistent fabric quality — brands scaling into physical retail depend on reliable turnaround times and the ability to support frequent drop schedules without compromising standards.
Elevating the Fitting Room Experience
A defining feature of the in-store experience is the one-on-one fit specialist appointment model, which the co-founders identified as a key differentiator carried over from their Beverly Hills location. “Trying on swim can be a vulnerable experience, so it is incredibly important that every client feels supported, comfortable, and confident throughout the process,” they explained. This elevated service approach reflects a broader consumer expectation for personalized retail interactions in the swimwear category — and it reinforces why sizing consistency, thoughtful fabric hand-feel, and precise fit remain non-negotiable priorities when brands brief their manufacturing partners.
From an industry perspective, Monday Swimwear’s SoHo flagship represents more than a single brand milestone. It illustrates how digitally native swimwear labels are strategically layering physical retail into their growth models. For the wider wholesale swimwear ecosystem, this trend sharpens the focus on demand forecasting, inventory agility, and production scalability. As more brands follow the direct-to-consumer playbook into brick-and-mortar spaces, the manufacturers that align most closely with these evolving needs will be best positioned to grow alongside them.