Watercult

Watercult is a German swimwear and beachwear brand belonging to Maryan Beachwear Group. It designs bikinis, swimsuits, beachwear and beach accessories with a young, fashion-focused look.

What is Watercult?

Watercult is a German swimwear brand and part of Maryan Beachwear Group, the beachwear company that also owns the Maryan Mehlhorn label. Within the group, Watercult is the label aimed at a younger customer, with collections described in trade coverage as focused on fashion and urban, sporty and versatile styling.

Products and positioning

The brand's range covers swimwear and beachwear for women. Its online store is organised into:

• Bikinis, separate tops and bottoms
• Swimsuits
• Beachwear
• Beach accessories

Watercult frames its collections around a positive, cosmopolitan summer mood, captured in its campaign line Summer State of Mind. A notable example of its design approach was the Urban Rib line for spring/summer 2018, built on a new ribbed elastic fabric for swimwear and featuring oversized zips, cut-outs creating a negative-space effect and high-leg cuts, giving a vintage look with modern styling.

Distribution

Watercult sells through its own German online store, which also offers an international option, and through retail partners that customers can locate via a store finder on the brand's website.

Why it matters

Watercult illustrates how a specialist beachwear group can run separate labels for distinct audiences, pairing a heritage-oriented brand with a younger, trend-driven line that experiments with new fabrics and silhouettes in a seasonal category.

Frequently asked questions

Who owns Watercult?

Watercult is part of Maryan Beachwear Group, a German beachwear company that also owns Maryan Mehlhorn.

What does Watercult sell?

Watercult sells women's swimwear, including bikinis and swimsuits, together with beachwear and beach accessories.

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