Branded boutiques, the 2026 trend
Anyone opening their boutique is making a smart move. This applies especially to beach clubs, as demonstrated by the initiatives launched this year by some key players in the sector. Take Bagno Saint Tropez in Fregene, which did exactly that (see photo) with great satisfaction, expressing their style and colors through accessories and other products that sold very well. But beyond sales and economic results, it’s the beach club’s image that benefits most, because purchasing those fashion products represents a testament to the customer’s state of mind, who in turn becomes a testimonial for their favorite beach club.
Opening a branded boutique rightfully enters the top ten trends for summer 2026, a special chapter of the Guide to Italy’s Best Beach Clubs that also attracted the attention of a prestigious publication like Il Sole 24 Ore at the beginning of the season, which dedicated a special feature to it. Visits to beach establishments by the guide’s authors, Tiziana Di Masi and Andrea Guolo, and their collaborators form the basis for identifying new trends destined to consolidate in the following season. And the presence of a boutique with beach club merchandise emerged not only at the highly dynamic Bagno Saint Tropez in Fregene, already winner of the Innovation of the Year award in May, but also in other establishments, in the form of stores or simple corners, as in the case of Baba Beach in Alassio and many other beach clubs.
The summer 2026 trends will be ten, like those that emerged during the current season now drawing to a close. So what will the other nine be? We’ll have to wait until May 2026, when the new edition (the third) of the guide comes out. Worth highlighting: in addition to boutiques with beach club branding, there will also be a trend toward creating stores for major brands, especially those related to beachwear, a product category experiencing significant growth, as highlighted by Andrea Guolo himself with Matteo Minà in a feature published in Milano Finanza, and decidedly relevant in this context: the beach.
