Since I live out in the boonies (translation: far from a mall) and I like to swim laps, I e-shop at SwimOutlet.Com, a California-based company. Specfically, in their 'fitness' department.
I've purchased swimwear several times from the company and haven't been disappointed by the prices, quality, or service. SwimOutlet.Com offers the famous name brands to the lesser-known ones.
This page alone features several attractive swimsuits for under $25. Truly there's a minimal amount of "puffery" to their sales pitch.