Join Snapper Rock as we reminisce over 20 years of crafting UPF50+ protective swimwear for families. From our sailing origins to global reach, discover our journey of innovation, sustainability, and dedication to sun safety.
Launch of Snapper Rock – Annapolis Boat Show 2003 With Husband Mark & 7 months pregnant with first child
2003 First Samples Prototype
SNAPPER ROCK IS BORN
Launching at a local boat show while seven months pregnant, Snapper Rock's debut sparked immediate industry interest, paving the way for sun-safe sailing gear on the East Coast.
The journey of Snapper Rock began with Liz and Mark's move to Annapolis, Maryland from New Zealand, where the idea for kids' sun-safe sailing gear took shape. Observing a lack of sun protection for young sailors, Liz penned a business plan that led to a line of technical sailing gear with a manufacturer from New Zealand. The range included innovative Titanium Rash Guards, Sailing Shorts, Spray Jackets, and UPF50+ Rash Guards. The brand, named after a cherished spot in the Bay of Islands, New Zealand, gained traction when Liz, seven months pregnant, launched the capsule range at a local boat show.
Snapper Rock quickly caught the attention of several sailing stores in the Annapolis area, and Liz took to the East Coast, selling the range to more stores. The first advertisement placed in "USA Sailor" marked a significant milestone, as the brand began to anchor itself in the American market.
Snapper Rock, Bay of Islands, New Zealand
Snapper Rock goes Online
Snapper Rock Sails Online with the Launch of www.snapperrock.com
In 2004, Snapper Rock made waves beyond the coastline by launching www.snapperrock.com, anchoring its presence in the digital world and expanding its reach to provide sun-safe swimwear to families across the United States. This online launch marked a new horizon for Snapper Rock, offering easy access to their innovative UPF50+ swimwear and cementing their commitment to protecting children everywhere from the sun's harmful rays.
SnapperRock.com March 17 2004.
2nd Catalog with expansion into Kids Swimwear. Our then 6 year old Model Hamish is now sailing competitively for NZ.
Expansion Beyond Sailing
In 2005, Snapper Rock broadened its horizon from sailing essentials to a full-fledged kids' swimwear line, responding to the enthusiastic demand for sun-safe beachwear.
Our new offerings included everything young adventurers needed for safe fun in the sun, from rash tops to flap hats. That same year, we celebrated our fresh direction with a vibrant photo shoot featuring the kids who inspired our designs.
Behind the scenes: Liz’s Daughter Francesca and Friends in Snapper Rock with Snapper Rock island behind.
Making Waves at ENK Kids Show, NY
As pioneers in sun protection, we spent considerable time educating retailers about the importance of UV-safe swimwear.
In 2006, Snapper Rock stepped onto the international stage at the ENK Kids Show in New York, introducing our UPF50+ swimwear to the world. As pioneers in sun protection, we spent considerable time educating retailers about the importance of UV-safe swimwear. Our efforts culminated in a partnership with a handful of kids boutiques, marking the start of our journey in the swimwear market.
This year also included our inaugrual trips to meet with our dedicated suppliers in Hong Kong & China, ensuring that our commitment to quality and safety was being woven into every stitch of our growing collection.
Basement acting as a makeshift warehouse.
Snapper Rock's Expansion: Shows, Stock, and Stars
Growing demand moves stock.
2007 marked a year of exciting growth for Snapper Rock. We increased our presence at trade shows in both New York and Miami, which sparked a surge in the number of kids' stores carrying our brand and a notable rise in orders. As our stock levels swelled to meet the growing demand, we moved to a new house, transforming the basement into a makeshift warehouse. Amidst this expansion, Snapper Rock caught the eye of Hollywood—Jennifer Garner and her baby Violet were spotted in our swimwear, bringing a wave of attention to our brand's commitment to style and sun safety.
Retailer Expansion and a Warehouse Milestone
100 retailers strong and growing, Snapper Rock makes its mark.
2008 was a breakthrough year for Snapper Rock as we began to catch the eye of larger retailers, upscale children's boutiques, and luxury resorts. Our journey took us to Chicago, where our modest yet high-quality selection impressed the team at Nordstrom, leading to our inclusion in several test stores. To support our growing distribution, we secured a cozy corner in a Maryland warehouse, streamlining our pick and pack operations. Meanwhile, our trade show presence grew by leaps and bounds, with Snapper Rock showcasing at Magic Las Vegas, Surf Show Orlando, and Swim Show Miami. By the end of the year, we proudly counted 100 retailers in the Snapper Rock family, each one a testament to our dedication to sun safety and style.
Liz’s baby Francesca in her first shoot.
Liz and her boys.
Snapper Rock's Homecoming to New Zealand
Back to roots, with family in tow.
The year 2009 was a time of homecoming for Snapper Rock, as we made the heartfelt decision to return to the beautiful shores of New Zealand. With three kids in tow, it was a move that not only brought us back to our roots but also signaled a new chapter in balancing the demands of a rapidly growing international business with the joys and challenges of family life. This journey home reflected our brand's core values—family, protection, and the call of the ocean—reaffirming our commitment to crafting sun-safe swimwear for families around the world.
Global Horizons: From Maryland to Singapore
Snapper Rock sets sail for global expansion.
The year 2010 marked a pivotal moment in Snapper Rock's journey as we swiftly outgrew our Maryland warehouse, prompting the transition to a dedicated 3PL In New Jersey. As we fortified our operations in the U.S., we simultaneously embarked on a path of global expansion, signing up distributors that would introduce our UPF50+ swimwear to new shores in Singapore and Europe.
Ocean Paradise Singapore – Tanglin Mall
Don't Fry Day 2011.
Launching 'Don't Fry Day' for Sun Safety Awareness
Memorial Day marks our commitment to protection.
2011 saw Snapper Rock initiate an annual tradition with the inception of 'Don’t Fry Day' on the Friday of Memorial Weekend, aligning with the kickoff of summer in the USA. This awareness campaign developed by the Skin Cancer Protection Association was our pledge to ensure children are shielded from the sun’s rays during their summer adventures. By highlighting the importance of sun safety during one of the year's peak outdoor periods, we underscored our core mission: to combine fun in the sun with the utmost care for our children's skin. 'Don’t Fry Day' became a cornerstone of our brand ethos, reflecting our dedication to protecting little ones as they make their summer memories.
Snapper Rock's European Expansion and PR Evolution
Spreading sun-safe style from LA to Amsterdam.
In 2012, Snapper Rock cast a wider net, reaching across the Atlantic to partner with a Netherlands distributor, marking our official foray into the European market. Our presence at trade shows also grew more robust, including prestigious events like ENK NY and shows in Vegas, spreading the word about our UPF50+ swimwear far and wide. That same year, we joined forces with an LA based PR agency, a move that promised to amplify our message and brand presence. These strategic partnerships were pivotal, helping us to weave our narrative of sun safety and style into the fabric of families’ lives on both sides of the ocean.
Khloe Kardashian's daughter, True.
Celebrity kids in Snapper Rock styles.
Star-Studded Year for Snapper Rock Swimwear
Celebrity kids shine in Snapper Rock styles.
The year 2013 shone brightly for Snapper Rock as our swimwear graced the families of Hollywood's elite. Celebrity parents like Matt Damon and Orlando Bloom chose our UPF50+ swimwear for their children's sun-safe adventures. This nod from high-profile families affirmed Snapper Rock's status as a leader in combining safety with style, catering to those who value the blend of fashion-forward designs and essential UV protection for their young ones' seaside play.
Snapper Rock's Global Growth and Celebrity Spotlight
Auckland debut, China quality checks underscore growth.
In 2014, Snapper Rock reaffirmed its commitment to excellence with our annual visits to see our suppliers in China, ensuring each piece of swimwear met our high standards. The same year, we anchored back home with our first pop-up shop in Auckland, New Zealand, bringing our swimwear closer to our local community. This blend of global quality control and local presence was mirrored by the continued patronage of celebrities like Gwen Stefani, Reese Witherspoon, and Naomi Watts, whose families were seen enjoying our UPF50+ protected styles, showcasing Snapper Rock's worldwide appeal.
Factory visit, China.
Snapper Rock photoshoot.
Snapper Rock's Visual Flair: Florida Photoshoot
Capturing joy under the sun with Nicole Mitchem.
In 2015, Snapper Rock's story was colorfully captured in a sun-drenched Florida photoshoot by renowned USA children's photographer Nicole Mitchem. Her expertise in seizing the spirit of childhood in every shot brought new life to our collections, showcasing the vibrant energy and playful essence of Snapper Rock swimwear. This collaboration not only highlighted our commitment to aesthetic excellence but also solidified the brand's image as a frontrunner in stylish, sun-safe swimwear for kids.
Earnie Award: Design & Excellence in Best Swimwear Category
Cribsie Award: Most Adorable Swimwear
Snapper Rock photoshoot Islamorada, Florida
Snapper Rock: Expanding to Match the Whole Family
Introducing SR: Swimwear for every family member.
In 2016, Snapper Rock took a significant stride by launching the SR collection, extending our range to include womens and mens swimwear. This exciting development allowed us to offer matching family swim options, catering to parents who wanted to coordinate with their kids in style and sun safety. Our growth continued with the expansion of our showrooms in LA, Boston, and Texas, broadening our presence across the USA. Complementing our expansion, we became a Gold Sponsor of the Children's Melanoma Prevention Foundation, reinforcing our commitment to sun safety education and protecting future generations from skin cancer.
Earnie Award: Design & Excellence in Best Swimwear Category
Snapper Rock Ladies Swimwear.
SR Ladies & Mens Launching July 2016.
Pitti Bimbo Florence, Italy
Swim Show Miami
Snapper Rock’s Global Showcase: From Dubai to Florence
Taking the world stage at top international trade shows.
The year 2017 was a landmark for Snapper Rock as we spread our wings even further in the international market by showcasing at prestigious trade shows including Bubble London, Pitti Bimbo in Florence, and events in Dubai. Each show was an opportunity to present our vibrant, sun-safe swimwear collections to a global audience, reinforcing our international appeal. The colorful and lively displays at Pitti Bimbo Florence, the professional atmosphere of Swim Show Miami, and the dynamic energy of Dubai reflected our brand's versatility and global reach. These events not only expanded our presence in the global market but also solidified our reputation as a leader in stylish, protective swimwear for all ages.
Swim Show Miami
Celebrating 15 Years of Sun Safety and Style
15th anniversary with a mission-driven collaboration.
2018 marked a significant milestone for Snapper Rock as we celebrated our 15th anniversary, commemorating it with a meaningful collaboration with the Children’s Melanoma Prevention Foundation. This partnership underscored our enduring commitment to sun safety education and our dedication to protecting children from skin cancer. As we reflected on this important legacy, our brand continued to resonate with families around the globe, including those in the spotlight. Khloe Kardashian's daughter, True, was spotted enjoying the sunshine in our swimwear, adding a touch of celebrity endorsement to our mission-driven year.
15th Anniversary Flap Hat collab with the Childrens Melanoma Foundation.
Hard Rock X SR Collab
Hard Rock X SR Collab
Rocking Responsibly: Snapper Rock's Sustainable Shift
Debut of Snapper Rock's Sustainable Collection.
2019 was a year of impactful initiatives for Snapper Rock. We embarked on a partnership with Hard Rock, merging the spirit of music with the essence of beach life in a unique collaborative collection. Alongside this exciting venture, we took a significant step towards environmental stewardship by launching our first Sustainable Collection. This pioneering line was a declaration of our commitment to the planet, offering eco-friendly options to our environmentally conscious customers. By introducing swimwear made from recycled materials, Snapper Rock reinforced its dedication to the future of our oceans and the children who play by their shores.
Launch our first capsule Sustainable Colletcion.
Snapper Rock's Creative Response: Protective Masks from Scraps
Resourcefulness meets safety with Snapper Rock masks.
In the face of 2020's global health crisis, Snapper Rock adapted with resourcefulness and care, creating protective masks from leftover fabric scraps. This initiative not only provided a necessary accessory for health and safety but also aligned with our commitment to sustainability. By repurposing material that would otherwise go unused, we offered a stylish and eco-friendly solution to our community.
Cribsie Award: Most Adorable Swimwear
Snapper Rock Masks.
Moki Sea by Snapper Rock.
Launching Moki Sea by Snapper Rock
Eco essentials meet signature style.
In 2021, we introduced Moki Sea, a reflection of Snapper Rock's commitment to sustainability merged with our flair for design. This initiative brought our best-selling prints to life in UPF50+ recycled fabrics, making eco-friendly swimwear accessible at an everyday price. Moki Sea was designed with the planet and sun safety in mind, aiming to offer the best for our children's skin, the environment, and our customers' budgets. It exemplified our journey towards more sustainable practices, showcasing our dedication to protecting both skin and sea.
Baby Innovation Award: Sunshine Accessory of the Year
Charting New Territories with Adventurewear
Adventurewear debuts, echoing our sustainable ethos.
Snapper Rock proudly ventured into new territories in 2022 with the launch of Adventurewear, featuring eco-friendly raincoats that were a natural extension of our swimwear line and giving our customers "happy protection' year round. Crafted from recycled materials, these raincoats were a testament to our ongoing commitment to sustainability and our desire to cater to the varied outdoor experiences of our customers. This move, along with our efforts to increase the use of recycled materials in our products and packaging, represented another step towards a more sustainable future.
Earnie Award: Design & Excellence in the Sustainable Category
Snapper Rock Adventurewear.
Snapper Rock Puffer Jackets.
Elevating Our Eco-Friendly Mission
90% of our range now embraces recycled plastics.
In 2023, Snapper Rock's dedication to sustainability took a significant leap forward as we transitioned to using recycled plastics in 90% of our range, a move that underscores our deepening commitment to the environment. The introduction of our Adventurewear Range Raincoats, crafted from 100% recycled polyester derived from PET water bottles, marked a pivotal step in our eco-journey. We complemented our sustainable apparel with the adoption of recycled polybags, ensuring our packaging aligns with the same environmental ethos that drives our product design. This year was not just about what we created, but how we created it—mindfully, responsibly, and with an eye towards a greener future.
Gratitude and Growth: Snapper Rock's Global Journey
Global reach expands, driven by community and commitment.
As Snapper Rock celebrates 20 years, we reflect on the growth that has led us to be present in hundreds of stores across 62 countries. This milestone is a testament to the collaborative spirit and dedication of our team—from the passionate employees and 3PL staff to our invaluable wholesale accounts, USA showrooms, and international distributors. We extend our heartfelt thanks to our long-serving suppliers in China and India, and most importantly, to our loyal customers who have joined us on this incredible journey.
Looking ahead, we're buoyed by a sense of deep gratitude for the global community that has embraced our mission, and by the excitement for what lies ahead. Our ongoing mission remains steadfast: to provide stylish, sun-safe swim and adventurewear that upholds our commitment to protecting what is truly precious—our children and the environment. As we embark on the next chapter, our focus on innovation, sustainability, and family will continue to be the current that guides us forward.
Snapper Rock Team.
Snapper Rock Warehouse.
Snapper Rock Team.