From a modest £10,000 government startup loan in 2017 to the pinnacle of a multi-six-figure sustainable swimwear brand, entrepreneurial sisters Charlotte Li and Olivia Bishop have transformed their part-Caribbean heritage into a burgeoning fashion business, Toco Swim.
Based in London, these dynamic founders launched their inclusive, luxurious, and confidence-boosting label while juggling demanding day jobs as Chartered Accountants.
Fast forward seven years, and Charlotte and Olivia have not only expanded their families (now with five children between them) but have also scaled their viral, sell-out swimwear brand with an unwavering focus on customers and community.
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The sisters spent countless summers visiting family in Trinidad, soaking up the vibrant beach culture and diverse fashion of the Caribbean.
Frustrated by the limited choices in the UK swimwear market and the high customs fees for overseas brands, they saw a golden opportunity. “We started to get fed up with the lack of choice for great swimwear in the UK and paying expensive customs fees for overseas brands.
We took inspiration from our summers spent in Trinidad and set out to create a swimwear brand that celebrated women with vibrant colours and cheekier, more flattering cuts,” explains Charlotte.
What began as a side hustle from Charlotte’s London flat has evolved into a rapidly growing label with a passionate global following.
As early adopters of the cheeky bikini revival, Toco Swim has cemented its place as the go-to independent swimwear brand for buttery soft bikinis and one-pieces in a kaleidoscope of colors and curve-celebrating cuts.
Committed to quality and comfort, the sisters spent months visiting factories and fabric trade shows, meticulously selecting the most comfortable, second-skin materials for their debut collection.
Now manufacturing in a family-run European factory and doubling revenues annually, Toco Swim continues to innovate with unique designs and an engaged customer community.
With an impressive 40% return customer rate, the brand actively includes their online community in all aspects of the business, from upcoming designs and colors to regular real customer photoshoots.
Their latest collection is the brand’s most extensive yet, featuring expanded XS-XXL sizing and innovative ‘See Your Size’ videos on TocoSwim.com. This forward-thinking feature allows customers to view styles on real women of various shapes and sizes before purchasing, significantly reducing returns—a costly aspect of running a small business.
Toco Swim has not only built a thriving community and cult following but has also garnered celebrity fans like Millie Mackintosh, Vogue Williams, Lucy Watson, and Perrie Edwards.
The bestselling ‘Carib’ one-piece, frequently worn on UK Love Island, often has waitlists of up to 800 people for new colorways.
As Toco Swim’s devoted community continues to grow in America, the entrepreneurial sister-founders have big ambitions to establish their label as a global leader in fashionable, sustainable swimwear designed for all women.
With their relentless drive and commitment to celebrating every body type, the future looks incredibly bright for Charlotte, Olivia, and the Toco Swim brand.
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