Swimco, the iconic Canadian swimwear retailer, is making a bold move with its expansion efforts as it opens its fourth store in Langley, B.C.
The new location at Willowbrook Shopping Centre marks a significant step in the company’s comeback strategy, following a period of slow, steady growth, after going into bankruptcy and closing all its retail locations in the fall of 2020 .
Despite challenges faced by smaller businesses in the ever-evolving retail landscape, Swimco’s commitment to long-term stability shines through as it celebrates its 50th anniversary this year.
With a history of successful operations and a focus on cash flow management, the brand is positioning itself for continued expansion across Canada depending on its cash flow.
Dave Bacon, president of Swimco, emphasizes the strategic importance of the Langley location, noting the region’s mix of rural charm and urban growth.
He highlights how the area, with its proximity to vacation properties and lower cost of living compared to downtown Vancouver, offers a prime opportunity for growth. The store’s comeback is also a testament to the strength of Swimco’s operations, which has seen sustained demand despite fluctuations in the marketplace. As the company prepares for its opening, Bacon remains optimistic, pointing to a healthy customer base and a business model built for scalability.
Looking ahead, Swimco is targeting strategic store openings across the country, with a focus on locations that offer favourable lease opportunities.
Bacon is cautious about high rental costs in prime markets but aims to expand at a pace that ensures sustainability.
While the retail environment continues to shift, Swimco’s steady approach—coupled with a strong leadership team—sets it apart in an increasingly competitive market. As the brand navigates its comeback, Swimco’s trajectory suggests that it remains well-positioned to thrive in Canada’s retail landscape for decades to come.
“We’ve been working on adding a store to our meager comeback. And, we had an opportunity to get into Willowbrook, which is a shopping centre in Langley that we had success with in the past, and they were happy to have us back. It’s just taken a long time. We started working with them almost a year ago. So, finally coming to fruition,” said Bacon.
Bacon said Langley is away from downtown Vancouver and residents there have more disposable income.
“We were there for 10 or 12 years and had good success compared to all the other Vancouver stores. So it’s a good market for us. I think perhaps there’s a little more disposable income and those people are able to travel. And maybe they’re closer to Kelowna. They’re closer to the lakes east of Vancouver. They have vacation property, whereas downtown Vancouver is maybe heading to Whistler.”
The retailer has stores in Park Royal in Vancouver, South Edmonton Common in Edmonton and Willow Park in Calgary.
“It’s been kind of a slow growth. We’re celebrating our 50th anniversary of our inception in May and I tell people it’s a like a 50-year-old startup. We’ve got all the history. We’ve got all the strength. We’ve got the management skills. We know how to run a big business. We’re just small,” said Bacon.
“Now we’ll have four stores going. It’s different than when you’re running a big organization with some history. We’re always watching our cash flow. We’re watching our sales. We’re watching our costs. It’s just like any other startup business. And the market is fussy, right? Every little thing affects you when you’re a small guy. When you’ve got 25 stores, you can kind of absorb the differences in the marketplaces. And you have weather issues in Edmonton that are not much different than Calgary and Vancouver. We all suffer sales for that day. We just feel like we still have a lot of optimism in the market. We’ve seen lots of customers back. And we’re seeing continued growth.”
Bacon said expansion depends on cash flow.
“I’d like to go back to the old style of a store a year sort of thing. As cash flow allows we can grow a store a year, which may not be every spring, but maybe every 18 months. And it comes down to leasing opportunities too. We want to be in locations we can thrive in,” he said.
In conjunction with the opening of the new store on March 18, Swimco will be making a dedication honouring the life of Stewart Craig.
Craig was a Commercial contractor based in the Lower Mainland working with retailers like Le Chateau, Ardene’s, Bailey Nelson and Swimco.
Craig passed away in October 2024 after a battle with cancer.
“Stewart was a wonderful person who brought quiet enthusiasm, strong construction experience, and an ability to build relationships required in bringing projects together in major shopping centres across western Canada,” said Bacon.
“Stewart was instrumental in assisting Swimco develop or renovate over 20 stores over the last 14 years. We are honoured to be associated with Stewart and will remember him fondly. Personally, I will greatly miss my dear friend.
“There will be a brief ceremony at a time to be determined, when a plaque recognizing Stewart will be revealed prior to the opening of the newest Swimco location in Willowbrook Shopping Centre in Langley B.C.”
