V i X Swimwear owner on company and brands

V i X Swimwear owner Paula Hermanny on business trends, managing the downturn, the company’s partnership with Manhattan Beachwear and more.

Can you tell me a little bit about when you started and why you started the brand?

I started V i X in 1998. Growing up in Brazil, I always had a million swimsuits because you live on the beach there. In Brazil, swimwear is not a seasonal purchase; it part of your wardrobe. I moved to the United States to study marketing.

When I started shopping around I found it challenging to find cute, fashionable swimwear. I quickly realized there was an opportunity for me to fill a void, so I started V i X.

How many employees do you have now and where are you headquartered?

Our sales, marketing and distribution are headquartered in San Diego. I have 12 employees that work out of that office. I also have my own manufacturer and Atelier (design studio) in Brazil. Combined, there are over 120 employees there.

How is the brand doing right now?

The V i X brand has a strong, established position in the swimwear market. We have a loyal customer following that we are very proud of and continue to nurture.

Is business up/down by what percentage?

Our sales are up year-over-year, which is great news. We were prepared for a flat year or a loss and are grateful that this won’t be the case.

How are you financed?

We are privately held.

On page 2: The Sofia and Hermanny lines, distribution and strategy

I know you have Sofia and Hermanny lines as well as V i X. Are those sold at different shops for different consumers? Can you tell us a little bit about your strategy?

Sofia and Hermanny are part of the V i X brand family. Sofia is super fashion-forward, fun, and flirty. She’s moving through the trends fast and having a ton of fun doing it. The average retail price is around $105.

Hermanny is edgy, sophisticated, and timeless. This brand is perfect for the woman that needs more coverage but still wants and deserves to flaunt a beautiful suit. The average retail price is $120. Both brands sit nicely with V i X and each has a unique target market, fit, and price point.

What shops are you in? Who are your biggest retail partners?

Small boutiques and specialty swim stores such as Diane’s, Everything But Water, Swim ‘n Sport. The brands are also in Nordstrom, Bloomingdale’s, Saks, Neiman Marcus, and Victoria’s Secret.

What strategies have you implemented that have allowed you to stay ahead in this down economy?

Thinking, always thinking. This is what I do with my team. We are really just trying to stay connected with what drives the company — being innovative and bringing our customers swimwear that makes them feel beautiful and special.

As an owner and designer, there are days when I am creating strategic roadmaps and other days I am designing accessories and prints. The market is changing but I believe this is healthy. Change is good if you can learn from it. We are and will continue to learn as a company.

How do you plan to grow the business? It’s been tough for small businesses to get credit these days – has V i X had any problems there?

Our goal is to support our retailers and help them to build their business in this tough economy. Credit has been a challenge for both big and small retailers. I do believe that the retailers that stay true to their core and support the brands that consumers are loyal to will remain relevant once this economy strengthens. V i X is doing just that. Our core brand beliefs are what keep us innovating and moving forward.

You licensed part of your line to Manhattan Beachwear. How is that going?

We licensed both the Sofia and Hermanny lines to Manhattan Beachwear LLC a year ago, which was a strategic move for the company. They have the ability to manufacture and distribute these brands to a larger market, at a slightly lower price point, something my business model cannot sustain.

This has freed me up to concentrate on other categories such as hats, bags, and sandals, which we are launching in 2011. I am very excited to be building these new categories. I am still doing all of the design, so the brands are staying true to their Brazilian roots, which is what keeps them pure and authentic.

Working with the Manhattan Beachwear team has been a pleasure. I am very happy with the partnership.