SWIM by Chuck Handy

This week, Marcus Lemonis travels to Miami, Florida to help SWIM by Chuck Handy and the Handy family keep their struggling business above water. SWIM is a family-run swimwear company focused on plus-size women that “is drowning under poor leadership, outdated designs and misguided processes,” according to CNBC. Will they ultimately sink or swim?

Visiting their office, Lemonis immediately notices a potential problem with efficiency given that the family’s time is spent between Miami and New Jersey. He also sees a lack of structure and issues with inventory. Additionally, he thinks their trade show booth needs to be redesigned. Lemonis doesn’t like the color palettes and prints either, which he calls outdated.

Explaining that he is very inspired by their story and passion, Lemonis decides to offer $650,000 for 55 percent of the business—with the condition that he is the boss. He hopes to make the company debt free and ensure that there’s enough money for product development that goes along with their body-positive mission.

Next, Lemonis holds a focus group. Many participants would like to have the option to mix-and-match, rather than just buying a matching set. They also suggest changing up the prints to appeal to a younger audience, in addition to dropping Handy from the company name. They do, however, like the fit and coverage the swimsuits provide.

He then introduces the Handy family to other ideas and storytelling elements from NYDJ Apparel. He becomes frustrated, however, when he notices that the son, Charlie, is not paying attention to what is being explained to the family. Lemonis also suggests that the mother allows the son and daughter, Mary Ellen, to make more mistakes.

Next, as they prepare to make New York their new home, the family reviews new and unique designs and patterns from Printed Village that would appeal to a younger audience. Mary Ellen is open to the fresh and lively ideas, however, Lemonis is troubled that Chuck Handy keeps falling back on an older consumer market—making it a tough sell for continuing to lead the design process.

Lemonis then presents the Handy family with the name change: Siloett, which he says new products will be created around in order to build the brand. Mary Ellen then presents her ideas of “getaway must-haves,” which include new swimsuits, cover-ups, bags and more. She also included Printed Village’s designs in her mockups, which impresses Lemonis. He commends her leadership skills while criticizing Charlie’s lack of preparedness.

At Curve, a leading apparel and swimwear trade show, Lemonis praises Charlie’s booth design, which he says can be used at future shows. He also calls the new designs and fabrics beautiful and praises the line extensions that include hats, towels and bags. The celebration is short-lived, however, when Lemonis discovers that Charlie hired two assistants. He thinks Charlie has some growing up to do.

Ultimately, Lemonis decides to make Mary Ellen the leader of the entire company. At the end of the day, after doing more than $270,000 in orders, Lemonis says the investment in the Handy family was well worth it.

See how social media reacted to “The Profit” premiere below:

Social Media Reacts to SWIM’s Appearance on “The Profit” Season Premiere

“The Profit” airs every Tuesday at 10 p.m. on CNBC.

What are your thoughts on SWIM’s name change? Would you buy a swimsuit from Siloett? How did you feel about the family’s collaboration? Share your thoughts in the comments section below!