Beach Riot expands into activewear

Orange County-based wholesale swimwear brand Beach Riot is expanding into activewear and offering lifestyle apparel as a new line called Sport Riot.

Sport Riot embraces the "beach to street" aesthetic of action-sports-inspired lifestyle clothing, and includes sports bras, athletic tops and leggings.

Previously, in addition to swimwear, Beach Riot only made cover-ups. The new Sport Riot apparel features embellishments and mixed prints that go along with Beach Riot's signature beading on its swimsuits.

While the brand has traditionally operated at the wholesale level, it is adding to its direct-to-consumer approach through its e-commerce site. Beach Riot has been adding monthly web specials and concentrating more attention towards differentiating the online experience for consumers.

Co-Owner Jessica Sporty said "We utilize our online presence to get feedback from consumers on what they want back on the site." The swimwear is made in Orange County so it is a fairly streamlined process from collecting customer feedback to making a quick manufacturing turnaround.

One example of the brand's capacity to deliver quick responses was the addition of a fuller coverage bottom to the Resort 2018 line. Sporty said the brand aims to be inclusive and meet the stylistic preferences of its young, fashion-forward consumer.

Beach Riot was started by Nicole Hanriot as her portfolio project while she was a student at FIDM. She was a swimwear designer at Tavik before starting her own line, Beach Riot, which has been financed privately by Hanriot and her father. Recently the brand assigned sales to Nicasa Showroom to allow more resources to be directed towards product development.

The new apparel line initially debuted on Revolve and Carbon38. It is currently available on Beach Riot's e-commerce site and will be largely available with additional retail partners starting this fall. Prices range from $85 to $110.

Beach Riot expands into activewear

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