Many of our customers first find Allens online, and we have served 1 million+ orders to 500,000+ customers. But our roots are at the poolside, and our shop in Dordon is where that shows most clearly. This guide explains what happens when you walk in, who you will speak to, and how to get here.

What should you expect when you visit our swimwear shop?

You can expect a proper conversation before anyone reaches for a size label. Our swimwear experts ask what you swim, how often you train, what you compete in and what has or has not worked before. Then they help you find the right product for that swimmer.

That applies whatever you are buying. A parent choosing a first pair of goggles gets the same attention as a county swimmer choosing a race suit. We give tailored advice regardless of price, and we tell you plainly when a product is not right for you, even if it is the one you walked in wanting.

We started in 1976, selling from a suitcase at Kingsbury pool. The shop in Dordon is family-run, and it works the same way that suitcase did: swimmers talk to people who know swimming.

We started in 1976, selling from a suitcase at Kingsbury pool. The shop in Dordon is family-run, and it works the same way that suitcase did: swimmers talk to people who know swimming.

Why does visiting our swimwear shop feel like poolside?

Our shop is an extension of poolside. It is a shop for swimmers, full of swimmers, and everyone in it is there for the same reason: they swim, or they are buying for someone who does.

That changes how a fitting feels. Racing suits are snug by design, and trying one on can feel exposed anywhere else. Here, you can step out of the changing area in your swimwear with confidence, just as you would walk out onto the pool deck.

It also makes the fit easier to judge. When you can stand, move and reach in the suit, our swimwear experts see how it really sits and can adjust the recommendation on the spot.

How do we fit racing suits and racing jammers?

We fit a racing suit by checking your measurements against the brand's size chart, then checking how the suit actually sits on you. A racing suit is meant to feel snug and supportive. It should not fold, gap or restrict your breathing, and the size that works in one brand is often wrong in another because every brand cuts differently.

Fitting racing jammers

Jammers are the standard racing suit for male swimmers. Our swimwear experts check that the waist holds without digging in, the leg length sits where it should and the fabric lies flat across the thigh. For competition, we also make sure the jammer is World Aquatics (WA) approved, so you are not caught out at poolside.

Fitting kneesuits and women's racing suits

Women's racing suits are cut in several styles, and the shoulder, chest and hip all need to work together. We look at how the straps sit, whether the back stays closed as you reach forward and whether the leg finishes at the right point. If you compete under World Aquatics (WA) rules, the suit must be WA approved for the event, and we check that for you.

What kit advice can you get in store?

You can get advice on the whole kit bag, not just the race suit. Our swimwear experts talk through goggles, caps, bags and training equipment, and they match each item to how and where you swim. A club swimmer training five times a week needs different kit from someone swimming twice a week for fitness.

That includes training suits. The suit you race in and the suit you train in do different jobs, and the right choice for training depends on how much chlorine exposure you have each week. Our swimwear experts explain the difference so you spend on the right items and skip the ones you do not need.

If you are shopping for a swimmer who is just starting out, tell us their age and how often they swim. We keep advice short and practical, and we do not push a bigger basket than you need.

Why visit a swimwear shop instead of ordering online?

Visiting gets you the right fit first time, from someone who has done it many times. Online shopping works well when you know exactly what you want. A visit works better when you are not sure, or when the wrong choice would cost you a race.

• Fit checked in person: our swimwear experts see how the suit sits and adjust the recommendation on the spot.
• Honest advice: if a product is wrong for you, we say so.
• Brand knowledge: we are an authorised UK stockist for every brand we sell, and we know how each cuts and feels.
• No waiting: when we have your size on the shelf, you can leave with it the same day.
• A repair option: we are one of the only UK retailers with a race suit repair service, so ask about it if a favourite suit has been damaged.

What are the opening times at Allens of Kingsbury?

Our shop in Dordon is open seven days a week. Saturday opening means families can come after a morning session, and Sunday opening suits anyone travelling in from further away.

Hours change over the festive period. Check our visit us page for the latest dates before you travel.

How do you find Allens of Kingsbury in Dordon?

We are at 80 Bardon View Road, Dordon, Tamworth, B78 1QB. Enter that postcode into your sat nav. Dordon sits just off the A5 near Tamworth and is a short drive from junction 10 of the M42.

If you would rather talk before you set off, call our swimwear experts on 01827 330600. You can also reach us through the contact page.

Look through our collections online before you come in, and note the styles you like the look of. Even a rough idea of what appeals to you is better than none. It gives our swimwear experts a starting point, and it helps us steer you towards something that is suitable for you in the end.

How do you get the most from your visit?

Bring what helps us understand you as a swimmer. The more we know, the sharper the advice.

• Your current suit: it shows us the size and brand you have been wearing and where it has stopped working.
• Your events and level: a 50m sprinter and a 1500m distance swimmer need different things from a suit.
• Any club or competition rules: if your club or event requires World Aquatics (WA) approved swimwear, tell us at the start.
• The swimmer: for juniors, bring them. A fit checked on the swimmer beats a fit guessed from a parent's memory.

For the rules behind approved swimwear, World Aquatics publishes its own approved swimwear information.

Written by a swimwear specialist at Allens Swimwear, 50 years of expert fitting.