MONDAY Swimwear expanded its physical retail footprint with the opening of a new flagship in New York City, following the strong performance of its debut boutique in Beverly Hills. The move marked a key step in the brand’s strategy to cement its position in the modern swimwear category, offering a luxury look and feel at a mid-price point aimed at fashion-conscious shoppers.
The first MONDAY Swimwear store in Beverly Hills quickly became one of the area’s most popular, high-traffic boutiques, drawing both locals and visitors to its 344 N Beverly Drive address. Customers often stopped in after grabbing a smoothie from neighboring Erewhon, with the brand’s signature vintage FIAT parked out front becoming a recognizable photo moment before they headed inside to shop.
Building on that momentum, MONDAY Swimwear brought its 365 Days of Summer concept to New York City, the brand’s number one city globally in terms of customer demand and online community. The new flagship, located at 464 Broome Street in SoHo, positioned the label in one of Manhattan’s most shopped neighborhoods, surrounded by a mix of international brands, independent boutiques and lifestyle destinations.shopping.
The SoHo store was designed to deliver a sunny, vacation-ready experience year-round, translating the brand’s coastal lifestyle into a space that resonated with New York’s urban clientele. The opening further solidified MONDAY’s standing as a leading name in swim, giving East Coast customers a place to discover the full collection in person, try on fits and interact directly with the brand’s styling approach.
For the interior, MONDAY Swimwear partnered with Sugarhouse, a design studio whose clients include YSL, Cult Gaia, Ralph Lauren, La Mer and Soho House. The collaboration resulted in a space that was intentionally design-forward, leaning into warm, summer-inspired tones, tactile materials and thoughtful fixtures that framed each piece more like an object of design than a basic.
Inside the SoHo flagship, MONDAY offered its full lifestyle assortment across Swim, Resortwear, Accessories, Activewear and Intimates, mirroring the “entire vacation wardrobe in one place” positioning established in Beverly Hills. Shoppers could build a complete look—from bikinis and one-pieces to cover-ups, dresses, bags and everyday active sets—reflecting the way customers already styled the brand on social platforms and beach destinations worldwide.
With flagships in both Beverly Hills and SoHo, MONDAY Swimwear focused on a selective brick-and-mortar strategy that prioritized experience over rapid store count growth. By pairing high-impact locations with a clear 365 Days of Summer concept and a luxury-meets-accessible price architecture, the brand strengthened its position as one of the key players redefining contemporary swim and resortwear retail.
