A little healthy competition never hurt anyone—unless you are competing against your mom. But operating separate swimwear companies has only strengthened the relationship between New Jerseyans Jeanette and Moshe Laniado.
“It has given us more of an opportunity to connect,” says Jeanette, an Ocean Township resident. It helps that the two companies target different audiences. Jeanette’s business, Swimsuit Station, is a brick-and-mortar retail outlet in Ocean Township (3501 Rose Avenue), while Moshe’s, swimsuitsforall.com, is a virtual one, specializing in swimwear for full-figured women. “If a customer wants to touch and feel the garment, I send them to my mom’s store,” says Moshe, who operates out of an office in West Long Branch.
“And if a woman goes to her store looking for a broader selection or a hard-to-find size, she’ll send them to mine.”
A graduate of New York University’s Stern Business School, Moshe launched his site in 2005 after identifying a demand for full-figured swimwear while selling his mother’s leftover inventory on eBay. “The demand was screaming at me,” exclaims the 26-year-old, who offers sizes 8 to 34W. Both pride themselves on offering swimsuits for all ages, genders, shapes, and sizes. Jeanette says she even carries maternity and mastectomy suits, and chlorine-proof styles for those who do water aerobics.