Sundek

Sundek is a swimwear and beachwear brand founded in San Francisco in 1958 and relaunched by Italian owners in 2020. It is best known for its Rainbow boardshorts, introduced in 1972.

What is Sundek?

Sundek is a swimwear, boardshort and beachwear brand. According to Wikipedia it was founded in 1958 in San Francisco under the earlier name Sun-Dek, which dates to the late 1940s. The source does not name the original founders. The company is privately held and today is headquartered in Campi Bisenzio, Tuscany.

History

The brand's best-known product is the Rainbow boardshort, introduced in 1972, which used triple-stitched quick-dry nylon and colourful curved stripes. In 2020 the Italian entrepreneurs Simona Barbieri and Tiziano Sgarbi acquired Sundek and led a relaunch. The Wikipedia infobox lists Tiziano Sgarbi as the owner.

Products and positioning

The range now goes beyond swimwear to a full beach lifestyle offer for men, women and children.

• Swimwear: boardshorts, walkshorts, bikinis and one-piece swimsuits
• Apparel: T-shirts, hoodies, jackets, dresses and skirts
• Accessories: hats and towels

Business model and distribution

Sundek sells through its own retail stores, distributors, multibrand retailers and e-commerce platforms. Wikipedia states that the brand reached over 1,500 multibrand retailers and opened 21 standalone stores in Italy, with outlets in France, Spain, the United States and Kuwait. The company has between 50 and 100 employees.

Why it matters

Sundek shows how a heritage Californian beach brand can be revived under European ownership, combining its archive product with wide wholesale reach and a growing store network.

Frequently asked questions

Who owns Sundek?

According to Wikipedia, the Italian entrepreneurs Simona Barbieri and Tiziano Sgarbi acquired Sundek in 2020 and led its relaunch.

Where is Sundek from?

Sundek was founded in San Francisco in 1958 and is now headquartered in Campi Bisenzio, Tuscany, Italy.

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