Swimwear brand Piha, sister brand to Moontide, has made it UK debut at the Moda trade show in Birmingham.
The first Piha collection will be launched officially in SS13, but products are available now to order for a June, 2012, delivery date.
Piha director Simon Howard said: “We have found that there is a niche in the younger market. We have designed the range for the social networking generation – age 16 and up. They don’t want to buy just boring, cheap stuff from Tescos.
“We will be backing it up with really strong branding and social networking investment.”
The debut range includes 12 groups and 56 products in total. All products retail for under £50, with bikinis selling for £30 to £50, and suits for around £40.
Howard added: “We have had some big buyers showing a lot of interest in it and they are actually wanting delivery right now.”