Swegmark and Abecita merges in to one

New look – same trusted products.

Since the 1930s, Swegmark and Abecita have developed swimwear and underwear side by side, under different brands but always together. Our skilled product developers have spent decades creating garments for women—with expertise in what's worn closest to the body. Now, we take the next step and let our two worlds merge even more. The best from both brands is now gathered under a shared name: Swegmark of Sweden.

Both Abecita and Swegmark have always had the same focus—to ensure every woman feels comfortable, no matter where she is in life. We will continue with that. Our shared brand is now symbolized by our beloved women's symbol. Read more below about what's changing.

New logos

We proudly stand behind every woman's right to be comfortable—all day, every day. Therefore, Swegmark's logo now features our women's symbol as a clear marker of our promise. At the same time, Abecita's swimwear will henceforth be labeled as "Abecita by Swegmark", to further intertwine our concepts.

Beloved Abecita classics under Swegmark's roof

We know that many of Abecita's bra models are timeless favorites. Therefore, we want to take extra good care of them. These products now continue within Swegmark's assortment—where we will continue to develop and nurture them with the same care as always.

A lovely detail

Swegmark's products now receive a new and beautiful detail—our shared symbol accompanies each garment. We aim to offer a wide and thoughtful range where every woman can find her personal favorite, for every occasion in life.

Shop previous Abecita products at a discount here

Abecita classics – now under the Swegmark brand: