"Women care a lot about what they look like in their bathing suit," Deborah Jackson, founder and CEO of Plum Alley, points out. She said her concern is the start-up's ability to get women to buy their swimwear online.
Tibbot said B. Side has targeted this issue by developing a "find your fit" feature. Users plug in their measurements, preferred fit and intended use. Based on that information, the website suggests a style and "also which way to wear it," she told CNBC. And according to the founder, every woman who has bought a B. Side suit, has kept it. There have been no returns to date.
Alicia Syrett, board member of New York Angels, wondered how the start-up would protect its design from others in the fashion space.
Tibbot said The B. Side holds noncompete and nondisclosure agreements with its manufacturers and suppliers. "We are in the process of filing for a provisional patent protecting our strap's utility, design and method," she added.