By blending modern elegance with environmental consciousness, Beachbum delivers fashion that isn’t just beautiful – it’s also mindful…
In 2020, resortwear brand Beachbum was born out of a rising demand for chic, versatile, and multifunctional resortwear that celebrates both femininity and nature. As domestic brands were gaining momentum, the brand quickly capitalised on the opportunity to offer stylish and comfortable pieces tailored for the modern traveler, making its mark with designs that honour both global craftsmanship and local artistry.
The brand’s philosophy revolves around transforming everyday elements into dynamic holiday experiences. By blending modern elegance with environmental consciousness, Beachbum delivers fashion that isn’t just beautiful – it’s also mindful.
Catering to women between the ages of 20 and 50, Beachbum specialises in creating comfortable, vibrant resortwear that embodies simplicity, colour, and free-spirited style for a target audience which includes young professionals, frequent travelers, and beachwear enthusiasts. Their TG embraces a laid-back holiday vibe without compromising on style.
Aparnna Gupta, Founder & CEO, Beachbum explains, “My background in export and exposure to international brands, along with the pandemic-driven shift toward supporting local artisans, inspired me to create a line that fuses global silhouettes with Indian sensibilities.” Her mission, she says is to make sustainable holiday wear more accessible, blending fashion with environmental responsibility while keeping the modern woman’s needs at the forefront.
Product Range
Beachbum offers an extensive range of products designed to reflect the relaxed yet stylish vibe of resortwear. From co-ords, kaftans, and dresses (both long and short) to lifestyle bikinis, jumpsuits, tops, and bottoms, each piece embodies the brand’s core values of comfort, versatility, and modern elegance.
“The ‘Soak’N Bum’ collection is one of our fastest-growing lines. It features terry towel fabric and 100% cotton pieces like oversized shirts, shorts, and woven bikinis, perfect for the laid-back traveler,” Aparnna says, adding, “We’ve also seen a fantastic response to the ‘Macrame Exclusive’ and ‘Gaia by Beachbum’ collections, which stand out for their unique craftsmanship and organic appeal.”
With over 320 SKUs in various styles and price points, Beachbum ensures there is something for every taste and budget, whether it’s an elegant beach dress or a trendy bikini set.
Strategies Redefining Brand Success
Beachbum’s growth strategy is driven by cutting-edge technology and strong digital marketing initiatives. The brand integrates a real-time automated inventory system to prevent overproduction and supports its sustainability goals. In addition, it utilises Computer-Aided Design (CAD) technology to enhance design accuracy and creativity while reducing production time and waste.
The brand’s marketing strategy leverages the power of social media, digital storytelling, and influencer partnerships to engage a wide audience. With vibrant visuals showcasing the brand’s eco-conscious ethos and product versatility, Beachbum fosters a community of loyal customers who share its values. Customer testimonials further contribute to the brand’s growing reputation as a champion of sustainable fashion.
The Innovation & Sustainability Playbook
The brand prioritises eco-friendly fabrics like 100% cotton, macrame, viscose, and flex cotton, and ensures that production practices align with sustainability goals.
By maintaining a lean inventory system, Beachbum avoids overproduction, producing only what is necessary to meet demand and minimise waste. This approach allows the brand to offer high-quality, comfortable pieces without the environmental burden that often comes with fast fashion.
Inclusivity is another key pillar of Beachbum’s identity. The designs are created to flatter a broad range of body types. From easy-to-wear kaftans to adjustable co-ords and versatile jumpsuits, every item is designed with the intention of making all customers feel confident, regardless of shape or size.
Emerging Categories
Beachbum’s commitment to innovation is reflected in the introduction of new textures, styles, and collaborations with artisans who share the brand’s eco-conscious vision. The brand is looking forward to introduce relaxed silhouettes, including kaftans, unisex co-ord sets, gender-neutral options, and anti-fit T-shirts made from hosiery fabrics with bold digital prints.
“We’re excited to launch a new menswear line focused on comfort, ease, and a laid-back holiday lifestyle. This aligns with our mission to provide inclusive, versatile fashion that appeals to everyone, no matter their gender or body type,” Aparnna says.
Revenue & Expansion Plans
Beachbum is on a rapid growth trajectory, with its annual turnover reaching Rs 1 crore and a projection to double that figure within the next two years.
“While we are an online-first brand, we have strong partnerships with select stores in resort areas like Goa and Pondicherry, where we connect with our target audience and provide an immersive experience of our collections,” Aparnna says.
The brand currently generates about 80% of its revenue through online channels, focusing on e-commerce and digital sales. Moving forward, Beachbum plans to continue expanding its online presence, further engaging with customers through social media and e-commerce, while maintaining a strong physical presence in key resort destinations.
Beachbum’s journey represents a perfect blend of sustainability, inclusivity, and effortless style, making it a brand that is poised to redefine the future of resortwear –one that’s as chic as it is eco-conscious.
