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Hong Kong’s Grana launches swimwear

Grana Swim Model

Hong Kong-based e-commerce retailer Grana is branching out into swimwear. On Thursday, the apparel company will start selling three styles of bikini tops, two styles of bikini bottoms and a one-piece model for her. Four styles of boardshorts for him will drop on Grana’s site over the weekend.

Grana, which emphasizes high-quality textiles and affordable retail prices, said the suits are made of a flexible Sensitive-branded fabric that shapes to the body, offers UV protection and dries quickly. Grana already uses the Italian fabric in its underwear range. Prices range from HK$194 to HK$458, or US$25 to US$59.

Grana’s business model is similar to that of Bonobos or Everlane — it uses the Internet to cut out the middleman and passes the savings onto the consumer. Founded in 2014, the start-up retailer ships to 12 countries, including the U.S., Singapore, Australia and much of Europe. The brand claims to travel the world to source the best materials, like Irish linen, Japanese denim, Mongolian cashmere, Chinese silk and Peruvian pima cotton.

In February, Grana said it had secured $3.5 million in a seed round of financing. The latest round was led by Golden Gate Ventures, and includes investments from MindWorks Ventures and Bluebell Group, a Hong Kong-based retail distributor of luxury brands across the Asian region.

(Source: WWD)