Made in FLA: Well-suited by Beach
Make waves at the beach club, pool and beyond in resort-ready swimwear from this Orlando company
Everything But Water isn’t like most Florida swimsuit shops. Gone are the cheesy Hawaiian-print sarongs, Sunshine State–themed apparel and brightly colored plastic flip-flops. Instead, fashion-forward beachwear, swimsuits, resort wear and accessories abound, proving that looking chic in the sand and surf is possible.
The decades-old company has come a long way from its humble beginnings. The first store, designed to attract savvy shoppers in need of on-trend suits, was opened in a Central Florida outlet mall in 1985. Today, Everything But Water has surpassed typical swim retailers and transformed into a brand that represents the entire resort lifestyle. The company’s success is attributed to the husband-and-wife team of Randall Blumenthal and Sabra Krock, who took the helm eight years ago to reinvent the business and make it the vacation-apparel brand. With 100 locations across the country, including 23 in Florida, the retailer outfits stylish beachgoers from coast to coast.
“We live and breathe this lifestyle 12 months of the year,” which is what sets Everything But Water apart from its competitors, explains Krock. “We not only have a 30-year history of in-depth understanding of what fits and flatters in the swimwear category, but also an amazing team that canvasses the market for the most exciting new offerings.” From suits and cover-ups to accessories like hats, sunglasses and sandals, the retailer’s deep inventory allows customers to style themselves from head to toe without leaving the store.
What makes their approach stand out is the degree of thought that goes into each and every location. “We treat each store as a local business with an eye toward that particular market, from how we staff it to the build of the store and every other detail that goes into it,” says Krock.
A fresh-faced example of how Everything But Water tailors its boutiques is Beach, a store that opened this past fall in The Royal Poinciana Plaza in Palm Beach. “Beach is an offering catered to the Palm Beach lifestyle. We have brands in the store that were bought uniquely for the location and one-of-a-kind pieces,” says Krock.
The shop’s modern white interior is flooded with natural light and lined with racks of bikinis, one-piece suits and wraps better suited for a posh Palm Beach beach club party than a day at the family pool. They have designer merchandise from labels like Roberta Roller Rabbit, known for its patterned designs, and Temptation Positano, an Italian label with luxe handmade pieces. For the discerning shopper who wants something special that she won’t see her friends wearing, Beach carries Two’s caftans and Nicole Schumann Designs’ jewelry. This is why the brand is so aptly named: It truly does have everything but water. everythingbutwater.com