Monday Swimwear has opened its first retail location in Beverly Hills. 

The flagship storefront – located steps from Rodeo Drive in Beverly Hills’ Golden Triangle – signifies a digital-to-physical transition for the women’s swimwear brand, which was founded in the 90210 by Australian Natasha Oakley and Oakland-native Devin Brugman. Oakley called it a “full circle” moment.

“We started Monday Swimwear right here in Los Angeles, in our apartment, with nothing more than a dream,” she said. “To now stand alongside the world’s most iconic fashion houses in our own city is beyond anything we could have imagined.”

The co-founders first rose to prominence in 2012 with their blog “A Bikini A Day,” featuring daily swimwear inspiration. In 2014, the two launched Monday Swimwear to fill a gap in the market for “timeless and body-positive” swimwear. Over the past decade, the brand has grown into a global label known just as much for its flattering fits and inclusive sizing as its chic beach lifestyle aesthetic.

The company is also tracking a 42% increase in sales this year, a surge that has helped set the stage for its move into brick-and-mortar retail.

Creating a space of ease

Brugman and Oakley said they wanted the flagship to feel like an extension of that philosophy. The store will also serve as a hub for the community the brand has cultivated by offering personalized fit sessions and one-on-one styling.

“Shopping for swimwear can often feel like a vulnerable experience, so it was important to us to create a space where customers instantly feel at ease,” Brugman said. “Our store team has been trained with that same focus, making sure each customer leaves with something that feels like it was made for her.”

Monday collaborated with New-York based design firm Sugarhouse to design a space that embodies the brand’s DNA.
“We worked with Sugarhouse to create a space that feels sophisticated yet warm,” Oakley said.

As the company moves beyond its online roots, further retail expansion is on the horizon with international partnerships with luxury retailers in the works and two additional U.S. stores set to open in the next three years.

“We built Monday online, connecting with women all over the world digitally. This flagship is the next chapter. It’s about creating a home where people can step into our universe and experience the brand in real life,” Brugman said.