Swimy are a French brand owned by SERT - the guys behind higher-end lure brand, Sakura. Swimy offers us a range of quality lures at a lesser price point. They cover some great budget hard lures in some familiar patterns but personally I think they excel with their soft lures. Again, the shapes and designs are familiar, but the quality is superb. Packed in smaller pack sizes that some (often just 3 lures with their biggest models), you're getting a quality plastic at a cheaper price/smaller pack size. This is great for numerous reasons, including getting to try a larger range of colours and styles for less investment.
Ben's an idiot so hasn't added a full category run-down yet. We're sure he'll get on it shortly.