Discount etailer Brands Exclusive has launched Swim Shop, a new area of the site that offers designer swimwear labels at up to 90% off.
The new shop will feature designer brands such as Isola.
Brands Exclusive head of buying Pasqualina Peters said the company noticed a consistent demand for swimwear, regardless of the season.
As a result, the site launched an 'always on, always discounted' style of shopping, contrasting with its previous flash sale model, which only ran for limited periods.
“We noticed the trend of customers shopping swimwear in and out of season. Australians love to holiday, so we do see a demand for beachwear at affordable prices through every season.
“Our customers are seriously loving the ‘always on’ way of shopping, especially as we enter the busy Christmas period," said Peters.