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.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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