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Resort Season in Southern California's South Bay

In Manhattan Beach and Hermosa Beach, Calif., swimwear is a year-round business.

It’s resort season in the South Bay of Los Angeles County.

But instead of the world coming to swim or play volleyball in Hermosa Beach and Manhattan Beach, the residents of these wealthy seaside towns take trips to Mexico, the Caribbean and even the South Pacific.

Those traveling aim to escape the relative gloom in the South Bay. During the week of Dec. 19, the skies were a little cloudy and the temperatures registered in the mid-50s. For the South Bay, that’s inclement weather. For someone from Chicago or Minnesota, it’s time to hit the beach. The strange juxtaposition of the weather being kind of nice and kind of bad does a lot to explain a schizophrenic boutique business in these towns, said Richard O’Reilly of Spyder Surf in Hermosa Beach.

“I read the sales reports, and we’re selling boardshorts, walk shorts—and fleece,” he said.

But Spyder’s sales reports also confirm that swimwear sales go year-round in Southern California. It’s a business to sell to people who are traveling abroad and those swimming and surfing along Southern California’s waters. Here’s a look at what’s selling in Hermosa Beach and Manhattan Beach during resort season.

Spyder Surf

Hurley’s “Phantom” series of boardshorts has repeatedly taken awards for “Best Boardshort of the Year” from the Surf Industry Manufacturers Association. It’s no surprise that Hurley’s “Phantom Fuse 3” boardshorts have been doing well at Spyder.

“It’s the most technologically advanced boardshort we sell,” O’Reilly said. The waistband features perforated neoprene fabric. The boardshort is constructed out of Hurley’s Fuse technical fabric, which offers support and an ease of movement that a Hurley statement called being like a second skin. The boardshorts retail for $125.

A hipper guy is buying the “pool short,” O’Reilly said. It’s a boardshort with more color and is a little shorter than the surf-industry standard for men’s swimwear. Billabong’s “Invert Stab” boardshort retails for $59.50 at Spyder. O’Reilly said the boardshort’s prints and colors have made it popular at his shop.

For the women’s side of Spyder, LSpace is one of the leading brands, said Allison Hopkins, manager/buyer for Spyder. Hermosa Beach’s craze for athletic activities, including volleyball and surfing, is a reason why locals and tourists have been purchasing LSpace’s “Savasana” top. It retails for $76 and offers what many volleyball players are seeking in swimwear—support and style, Hopkins said.

L*Space’s strappy back also is popular with the sports crowd for the same reason. The set of straps in the back of the suit’s top gives support, but it also makes a stylish statement.

Blvd

The contemporary store had been called Bombshell when Brieana Altamura was the sole owner. But in March 2011, Altamura joined forces with Jen Moller. The shop’s name changed to Blvd, and it branched into men’s fashions. Swimwear remains a crucial part of the merchandise—more than 35 percent of floorspace—for this seaside boutique in Manhattan Beach.

The Acacia brand’s “Teahupoo” bikinis and maillots, which feature crochet work, have been popular. “It’s for someone who gets the fashion of the bikini,” Moller said of Teahupoo’s two-pieces. The style’s separates range from $101 to $111. The maillot retails for $219.

The Tori Praver brand’s “Chelsea” top retails for $145. It is elegant, sophisticated and sexy, Moller said. The suit has intricate hand-woven netting on the back.

The Mikoh brand’s “Neoprene” bikini looks like swimwear for the nightclub set, but sex appeal is only one part of its story. This bikini’s neoprene is the same material used in wet suits, which surfers use to repel the elements. “It would be difficult not to wear this in the water,” Moller said. It retails for $275.

Diane’s Beachwear at Manhattan Village

Housed in a bungalow in the parking lot of the Manhattan Village mall, Diane’s Beachwear represents the best traditions of the Diane’s Beachwear chain of swimwear and beach lifestyle fashions.

Swimwear with a strong back is in vogue at Diane’s Beachwear. L*Space’s three-string strappy-back halter top has been a top seller. Retail price points range from $68 to $77. “It’s been super popular with people who do a lot of sports. It’s trendy, but it’s not for the girl who likes to lie out in the sun,” said Ashley Steinhauer, a Diane’s manager.

Bottoms from L*Space have been highly popular. Their retail price points range from $50 to $100, Steinhauer said.

“They make bottoms for every type of client,” she said. There are fuller bottoms and very skimpy bottoms, too.

One of the top sellers is Mikoh Swimwear’s “Lanai” string loop side bottoms, which retail for $100. Mikoh’s “Banyans” string racer back also is popular. It retails for $100. “They have a lot of different designs,” Steinhauer said. “It’s for someone who likes to take risks.”

BKB

When BKB opened in the 1990s, it sold only women’s swimwear and did business as Beachy Keen Bay. In 2009, it took over an adjacent space and shortened its name to BKB to expand its business.

At 2,500 square feet, it still sells more women’s swimwear along with men’s and women’s casual fashions and clothes inspired by sports-team merchandise and college T-shirts.

Sunsets Inc.’s underwire twist halter top has been popular for seasons, said Bobbi Barbour, BKB’s marketing director. “This top does amazing things with people who need support. It looks stylish and comes in an array of prints and solids. It also comes in an array of sizes. You tie it in back and adjust as you need.” Retail prices range from $78 to $82.

Vitamin A’s “Bel Air Bandeau” retails for $90, Barbour said. “Even if they don’t want to spend a lot, they buy it. ... If a woman can find a bandeau that can lift them up, they’ll buy it. It’s very fashionable.”