Moda Minx

Started in 2015 as a small family-run business in Essex, Moda Minx is a British swimwear and beachwear brand. It sells bikinis, swimsuits, cover-ups and matching beach separates at high-street prices, and it built most of its reach through wholesale partnerships with the big online platforms rather than through its own stores.

An Essex family business spots a price gap

The brand's own account of its start is brief. The founders saw room for swimwear that looked glamorous but was priced for a mass audience, somewhere between supermarket basics and the designer resort labels sold in department stores. The company has not published the founders' names, and no interview or filing seen for this entry supplies them.

Essex is a fitting home for the idea. The county has long supplied British fashion with a confident, going-out aesthetic, and a swim label built around holiday glamour suited that market well. The brand describes its stance in one line, "we set trends we don't follow them," and its range leans toward statement pieces rather than plain basics.

What Moda Minx makes

The core is the bikini, sold as separates so that tops and bottoms can be bought in different sizes. The cuts cover most of the current swim vocabulary:

• triangle bra tops, wide-strap tops and bandeau styles
• fixed, ruched, high-waist and thong bottoms, plus side-tie briefs
• one-piece swimsuits
• sarongs, skirts, maxi dresses, headbands and co-ordinated beach sets

Styles carry women's names such as Savanna, Serena, Avalon and Artemis. Collections are themed around holiday places and moods, with recent drops called Desert Daze, Mykonos Muse, Seashell Shores and Bohemian Bay. Colors are given food and landscape names like Almond, Apple, Azure and Arctic.

Pricing is the brand's real argument. Items on its UK site ranged from about 5 pounds to 70 pounds in late 2026, with end-of-season markdowns of up to 88 percent. That puts a full bikini well below the 100-plus pounds charged by designer swim houses.

Swim, not lingerie

Some listings, including this museum's earlier record, describe Moda Minx as a lingerie brand. Its own catalog does not support that. The range is swimwear and beachwear, with loungewear and pajamas added in 2020. The overlap with lingerie lies in the construction of the tops, which borrow triangle and bandeau shapes from bra design, not in any intimates line.

ASOS, Zalando and the wholesale route

Moda Minx's growth came through platforms. The brand dates its turning point to 2019, when it began selling through ASOS and, by its own account, ranked among the top five swimwear brands on the site. That is a company claim rather than an independent ranking, but the partnership itself put a small Essex label in front of millions of shoppers.

The pandemic year followed. With holidays cancelled in 2020, swim sales across the industry collapsed, and Moda Minx answered by launching loungewear and pajamas. It was a sensible hedge for a business whose main product depended on summer travel.

The brand then looked abroad. It names 2021 as the year it set out to build sales in Australia and the United States, and in 2022 it added Zalando, which opened up continental European customers. It also runs a wholesale enquiries channel for retailers.

The domain move

The brand once traded from modaminx.com. That address now redirects to modaminx.co.uk, which puts the British storefront first. US shoppers comparing it with American labels such as Frankies Bikinis will find a similar look at a lower price, but with British sizing.

Ten summers of holiday swim

A decade on, the Moda Minx formula has not changed much. It still sells occasion swimwear for holidays, priced to be bought every season, through the platforms where its customers already shop. Its claims about celebrity fans and platform rankings come from the brand itself, and the company has not published sales figures. What the record does show is a small family firm from Essex that turned an ASOS listing into an international range in under ten years.

Last updated October 7, 2026