It’s peak swim season here in the Northern Hemisphere, and those shops that recognize the profit power of bathing suits engineered to fit large breasted women, are reaping the rewards. Frankly, until I began to explore the swim market, I never realized just how big the business is. It eclipses lingerie for sure; yet as extensive as the category is, I am a bit taken aback by the dearth of brands and retailers that do not capitalize on the potential of this category. I am sure that is why Prima Donna launched their swimwear line last year to excellent red carpet reviews. Intimate stores with healthy Prima Donna bra business found an easy upsell. More interesting to me, is the rise in the Prima Donna foundations business as a result of the positive customer response to the bathing suits. For women up to an I cup, the discovery of a supportive and comfortable swimsuit has led to increased interest in the Intimates. This translates to consumer value where quality and fashion trumps price.