Everything But Water

Everything But Water is a specialty retailer dedicated to women’s swimwear, resortwear, and beach accessories. The company was founded in 1984, starting with a single store in Orlando, Florida. Over the years, it established a reputation as a destination for curated, fashion-forward collections that cater to women seeking both style and fit for vacations and leisure.

A significant milestone in the company’s history came as it expanded nationally, reaching more than 90 stores by 2019 and building a presence in key markets such as New York, Los Angeles, Miami, and Chicago. As of November 2025, Everything But Water operates approximately 85 stores across the United States. Its locations are concentrated in upscale shopping centers and premier resort destinations, reflecting a focus on high-traffic, luxury retail environments.

In the last five years, the brand has continued to evolve, pursuing selective growth in affluent urban markets and resort areas. Priority markets include Miami, Los Angeles, New York, Chicago, Dallas, and Las Vegas. The company evaluates new locations with an eye toward demographic fit, tourism trends, and proximity to other upscale retailers, ensuring each store aligns with its target clientele.

Everything But Water is known for its boutique-style stores, which offer a relaxed, resort-like atmosphere and personalized service. Staff are trained to provide expert fit consultations, and the brand regularly collaborates with designers to offer exclusive collections. Its digital platform, including a robust e-commerce site and active social media presence, complements its physical stores and extends its reach to customers nationwide.

Remaining independently owned and headquartered in Orlando, Everything But Water has built credibility through consistent performance and an ability to attract affluent shoppers. Its upscale positioning and experiential retail approach make it a strong addition to luxury retail environments and a reliable anchor for high-end retail developments.