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Courtesy of Summersalt
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Courtesy of Summersalt
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Courtesy of Summersalt
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Courtesy of Summersalt
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Courtesy of Summersalt
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Courtesy of Summersalt
“Swimwear tends to evoke unease in women, but we want our suits to bring joy to the consumer,” says Lori Coulter, co-founder and president of Summersalt, a St. Louis–based swimwear brand. The company’s colorful designs and bold marketing images reflect the idea of frolicking on the beach without a care in the world. What distinguishes a Summersalt suit—attracting consumers and investors alike—is the company’s focus on fit, fashion, and, in particular, affordability. Thanks to the brand’s direct-to-consumer business model, Coulter and her team are able to offer designer quality for less than $100.
How do you describe your aesthetic? At Summersalt, we set out to create a brand for women on the move, for women who travel and have fun. The spirit of our design is modern and sophisticated, with fun pops of color. We want our brand to be wearable and approachable…We’re creating garments for women like us.
Tell us more about Summersalt’s demographic. In today’s world, swimwear is over-sexualized. We want our consumer to feel sexy, but on her own terms. There are baby boomers, and there are women that want a teeny bikini. We capture the middle ground.
What differentiates a Summersalt suit from others on the market? We’ve cut out the middleman, so we can offer a quality designer swimsuit for $95. Our suits are made with Italian fabrics that include Xtra Life Lycra, which has four times the compression of traditional Lycra, and all of our suits are UPF 50. They’re made in the same factories that fabricate $350 swimsuits, so it isn’t just about the fabric. The design and craftsmanship are designer quality as well.
Where do you find design inspiration? We always go back to our consumer. We get to know her and what she wants by fielding thousands of inbound requests a month. We see her behavior on our website and how she responds to our products. We use social media and review the questionnaires and surveys that are filled out during the purchase and try-on process. We have an ongoing acquisition of digital consumer feedback. We don’t rely on just one source.
Courtesy of Summersalt
Summersalt founder Lori Coulter
Summersalt recently launched an assortment of travelwear. Why? Our research shows that women are buying swimwear just before a planned trip, so designing a line of travelwear made sense. Just like our swimsuits, these clothes meet the criteria for elevated style and comfort. We offer pants, tops, jumpsuits, bodysuits, dusters, and scarves. Our TravelSoft material is a high-end fabric that performs like silk but is more durable and comfortable. It’s quick-drying, wrinkle- and mildew-resistant. We like to say that our travelwear will take you from plane to pillow or from beach to bodega. For example, our Everywhere pant has pockets large enough to fit a passport and our duster can be worn as a layering piece or as a robe before bedtime.
What Summersault suit are we likely to find you in? I love our Sidestroke and Plunge styles in sangria. Both are classic. They offer understated style and comfort. I have two boys and we’re very active, so I’m looking for something that I can wear with my family but that makes me feel beautiful.
Tell us about your favorite beachvacation. I love Cabo San Lucas for vacations with my husband. It’s an easy getaway from St. Louis. A favorite family beach vacation is Kiawah Island, in South Carolina. Regardless of where we go, we love water sports. I was on the water ski team in college, and I still like to ski. We have WaveRunners and kayaks and will even go cliff-jumping.
