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Target Awards Swimways 2012 Vendor of the Year in Toy and Sporting Goods Department


Leading Pool Toy Manufacturer Recognized for Second Consecutive Year

VIRGINIA BEACH, VA – May 22, 2013 – Swimways Corp., a leader in the pool and leisure marketplace, announced today that it has been named Vendor of the Year for the second consecutive year in the Toy and Sporting Goods Departments by top value retailer, Target® Corp. (NYSE: TGT). Known for its popular Spring Float® and water toys, including the Toypedo®, Swimways has been a Target vendor for more than 16 years and currently distributes product in Target stores nationwide.

“It is an honor to receive this award two years running,” said David Arias, president, Swimways. “While the category is highly dependent on weather, we strive to develop innovative products that appeal to customers year-round. We enjoy working closely with the Target team, and are grateful that they recognize our passion in bringing quality recreational products to families nationwide.”

“It is rare for a company to receive a Vendor of the Year award in this category two years in a row,” said Megan Seelye, category buyer, Target. “The award is a testament to Swimways’ dedication to Target and the Target guest. The company makes an incredible effort to work closely with our team to plan and react to sales and inventory needs, and their hard work extends beyond the summer season. We are proud to name Swimways as our 2012 Vendor of the Year.”

This is the third Target Vendor of the Year award for Swimways since 2002. Target awards vendors annually for their passion for performance and dedication to the Target brand. Swimways products under the SwimWays® and COOP® brands are sold in all Target storefronts nationwide.

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About Swimways Corp.

Based in Virginia Beach, Virginia, Swimways is a privately owned leisure and recreational water products manufacturer whose mission is making free time more fun through innovation. It is a company rich in traditional values and respected for the quality and integrity of its products and services. With distribution in over 50,000 storefronts, it markets three unique brands: SwimWays®, Kelsyus® and COOP®. With offices in Hong Kong and the United States, the company’s diverse staff is passionate about developing fun and engaging products for kids. They are equally passionate about making sure kids are safe in and around the water and believe learning to swim is an important life skill. Swimways has been teaching kids to swim for over 40 years — longer than anyone else (except parents, of course!). In January 2007, Swimways began donating a portion of wholesale sales of the Swim Steps™ product line to Operation Smile.. To date, the program has provided facial reconstructive surgeries to more than 4,500 kids around the world. For more information about Swimways, visit

About Target®

Minneapolis-based Target Corporation (NYSE: TGT) serves guests at 1,832 stores – 1,784 in the United States and 48 in Canada – and at Since 1946, Target has given 5 percent of its profit through community grants and programs; today, that giving equals more than $4 million a week. For more information about Target’s commitment to corporate responsibility, visit


Litzky Public Relations
Jessica Rusack | 201-222-9118 |
Gillian Small | 201-222-9118 |