Represent
British athleisure brands are expanding their base.
The latest: UK-based luxury brand Represent secured a minority investment from private equity firm True.
On a mission. Expected to surpass $100M in revenue this year, its performance-driven “247” activewear line is fueling growth, accounting for 11% of sales.
Outfitting CrossFit and HYROX athletes while retailing in US Equinox locations, major sportswear collabs are in the pipeline for 2025.
US offensive. Expanding en masse, Represent joins a growing list of British athleisure brands gearing up for US gains.
- Building on its physical presence in the UK and Dubai, Gymshark will open its first US flagship in 2025.
- Adding £5M to fuel US expansion, TALA held its first US pop-up this September.
- Turning over £57M annually, lifestyle brand Adanola is prepping for international expansion.
Back in brick-and-mortar, London-born brand Sweaty Betty recently opened stores in Chicago and Washington DC after previously shuttering US sites in 2020.
Looking ahead: As British athleisure brands boost their international presence, US challengers like Alo and Vuori are making a play for the UK — intensifying the battle for global domination.
