Orlebar Brown chief: ‘We have barely started; still a lot to prove and accomplish' in luxury swimwear market

Arabian Business

14-04-2025

Global luxury swimwear brand Orlebar Brown has transformed how affluent men dress poolside.
Despite adorning celebrities like Daniel Craig as James Bond and outfitting the style-conscious characters of HBO's The White Lotus, while evolving into a comprehensive resort wardrobe empire, co-founder Adam Brown remains refreshingly humble about the brand's meteoric rise.
'We haven't made it yet. We are not there yet,' he insists when asked about the moment he realised the brand had succeeded in an exclusive interview with Arabian Business.
Instead, he points to a series of milestones that built confidence along the way: observing customers' reactions at Selfridges in London, introducing their first photo prints, and securing the James Bond film collaboration that significantly expanded their audience.
'You have these landmark moments which continue to arrive, and each one of them gives you a little push. We have still got a lot to prove, a lot we need to accomplish,' he said.
But, what does Orlerbar Brown have that other swimwear brands don't?
Orlebar Brown: Where it all started
'I have always loved holidays, I have always loved products – I shop too much, and enjoy the whole process of buying clothes. I was 40 years old when all of our brands started – I was looking for something to do, an opportunity. I had not found the career, the job, the lifestyle that I wanted. I had various jobs before, however, I was looking for that satisfaction and that is when Orlerbar Brown found me, rather than me looking for it,' he said.
So, how did it all begin?
Brown first developed a pair of swim shorts that he would want to wear after examining the swimwear market to identify an opportunity for this particular product.
'You see, there was men's swimwear – which did sport, surf, and then the Riviera shorts. But there seemed to be a corner missing, which was the tailored swimsuit. Nobody was doing that and I instinctively thought 'okay, we are bringing something new, something fresh. There is a new take on it, so that gives it a bit more of a chance to succeed.' And, that is how we brought something new,' Brown explained, adding that there was 'no big plan' to a make it a luxury brand.
'We launched the one style swim shorts in four lengths, and then very soon – within a couple years – we started thinking about what the next step might be, the possibilities, the opportunities. Eventually, the logical step was a t-shirt, a polo shirt – the products you wear with a pair of shorts – that is where we started,' he recalled.
Within three years, Orlebar Brown expanded beyond the pool and beach into resort wear, complementing their swim shorts with a broader clothing line, Brown explained adding that over the past 10-15 years, the brand has continuously evolved, adding knitwear, outerwear, shoes, and other items that complement their core swimwear.
However, while swim shorts remain central to the brand's identity, they have built an entire lifestyle collection around these signature pieces, highlighted by their acclaimed collaborations such as the James Bond 007 and Automobili Lamborghini collections, among others.
Chanel acquisition 'a dream come true'
In 2018, French luxury powerhouse Chanel acquired Orlebar Brown, purchasing all shares from Brown and private equity investor Piper for an undisclosed amount.
'That [Chanel's acquisition] was a dream come true. It was obviously a really good outcome for a brand such as ours, and they have a hands off approach – they do not get involved; they allow us to do things exactly how we want, and the trust is very flattering,' Brown explained.
'They have always been a source of guidance or reference when we have got particular questions around legalities, store leases, warehousing, systems or sustainability – there is a whole raft of expertise.'
Orlebar Brown UAE expansion plans revealed
As for expansion plans in the Middle East, Dubai particularly holds special significance for the brand. 'Dubai was one of those places where I tested one of the early samples,' Brown revealed, adding 'I have seen Dubai evolve over the last 25 years, watching it grow and expand.'
The region aligns perfectly with Orlebar Brown's ethos of 'sunshine, travel, happiness and good times,' making it a natural market for expansion.
Currently, Orlebar Brown operates stores across prestigious Dubai locations including Dubai Mall, Mall of the Emirates, Jumeirah, and Atlantis, with another in Abu Dhabi.
Plans for further growth include a new store opening at The Grove in Abu Dhabi, adding to an impressive global expansion that saw eight new stores open last year and ten more planned for this year.
Brown, who describes his leadership style as 'hands-on' faces the continuous challenges of growth with enthusiasm.
From building websites and tackling international logistics to exploring new product categories, Brown approaches each hurdle methodically.
The brand continues to diversify its offerings beyond its signature swim shorts. 'We have just started these new categories. Our first bags have come out, new leather slides, and a range of sunglasses,' Brown noted, highlighting these as exciting additions to their product range.
Looking toward the future, Brown sees vast untapped potential. 'There's so much we have not done, so there is so much we can do. And that is exciting. When you think about the future, thank goodness we are not a brand that has just reached its limit,' he said. 'We have barely started.'