Beach bum: swimsuit £65

Forget trawling shops for holidaywear with this new crop of specialist  e-tailers, says Emma Akbareian

For many, the annual search for swimwear has become something of a Herculean task. Finding beachwear can be a tricky endeavour at the best of times and now shoppers have to contend with stores dropping their best summer stock as early as February with most pieces boasting slashed prices by June. Add the trauma of navigating sweaty changing rooms with harsh lighting and unflattering mirrors and it’s no surprise that online stores are popping up to make the experience an infinitely more pleasant experience.

The latest name on the digital block is B London Boutique, an online version of the newly opened store in Barnes, west London, that specialises in luxury beachwear with a carefully edited selection from high-end brands including Melissa Odabash, Vix and Villebrequin. It also stocks Maslin & Co the beach accessories specialist brand whose zebra-hide shaped towel has become a favourite among those whose holiday snaps resemble a glossy travel mag. It offers beauty, too, aiming to provide a one-stop shop for those holiday needs.

Marie France Van Damme is another newcomer to the resort-wear market. The designer’s site features a covetable selection of beachwear created to take you straight from a poolside sun lounger to an evening in a cocktail bar without the need for an outfit change. Swimwear is characterised by a glamorous palette of metallic shades and cover-ups are made from luxurious chiffon silk.

Finally, was dreamt up rather fittingly on a beach in Goa. In addition to selling the site’s own label Hibiscus, there’s a thoughtfully curated selection of guest designers including Rachel Ruddick, Mimi Berry and Pistol Panties. Swimsuits and sarongs are the obvious choice for beachwear but this site also excels in all manner of accoutrements from tie-dye bags to pretty shell jewellery.