SWIMCO LOOKS EAST
Retailer eyes expansion
As it celebrates its 40th year in business, Calgary-based retailer Swimco is looking eastward for possible expansion.
The swimwear company, which began as a home-based, mail-order business, took another step in its expansion plans last year with the launch of an online store.
“We always get asked if we’re going into the U.S. I think, prior to that, the natural is to look at Ontario. That will be the next step,” said owner Lori Bacon.
“This year it’s continued finetuning. Renovations carry on as leases come up.”
Swimco was founded by Bacon’s mother, Corinne Forseth. Today, the company operates 22 stores from B.C. to Manitoba, as well as its e-commerce business.
There are five stores in Calgary — the first opened in 1982 in Kensington. In late 2011, Swimco acquired Edmonton-based Swimwear Etc., which included 11 stores in Western Canada.
“We’ve grown slowly organically for the most part, other than our acquisition of Swimwear,” said Bacon.
“That was a big deal because it was a big bump up.
“We’re in a niche of product that is very specialized. So it’s harder from a competitive standpoint for other retailers to do the same thing.
“We’re year-round which others don’t do and we’re a one-stop shop ... others don’t recognize, I think, the strength in that.”
Amber Ruddy, senior policy analyst with the Canadian Federation of Independent Business, said successful entrepreneurs adapt to customers’ changing expectations.
“Entrepreneurs experience long-term success when their passion for their products and services connects with their clientele,” she said.