Sportswear brand AYBL scores big with record turnover

AYBL Group has reported a record turnover of £23.1million – marking a 124% increase year-on-year.

The announcement follows a successful 12 months of growth for the Redditch-born company, as it continues to push ahead with expansion plans – recognised by recently being named number one in The Sunday Times’ list of 100 fastest-growing private companies.

Started by brothers Reiss (29) and Kristian Edgerton (28) from their lounge in 2018, AYBL last year evolved to AYBL Group, which includes women’s fashion brand, Because of Alice (BOA).

Lewis Morgan, former co-founder of Gymshark was also appointed as executive chairman back in 2021 to help drive forward the company’s ambitious future expansion plans, with a strong focus on brand acquisition.

Marking a foray into physical retail space, last month AYBL launched its first pop-up store in Covent Garden to showcase its brand-new Velocity performance wear collection.

Already shipping to more than 160 countries, with a particularly strong presence in the USA, Germany, Ireland, Netherlands and France, the company is set to open a new UK HQ and European warehouse later this year, which will allow the business to meet growing international appetite for the brand. The Edgerton brothers also plan to bolster the senior management team to help with global expansion.

Edgerton said: “We have been pushing forward with our ambitious plans to expand and evolve over the last 12 months, setting our sights on a new UK headquarters, and exploring overseas.

“It’s certainly been our most memorable year to date, achieving a record year turnover and our Times listing. My brother, Kristian, and I are incredibly proud of the AYBL Group as it continues to expand as a major player in the fashion, fitness, and lifestyle arenas. We couldn’t have done it without our talented colleagues, who have been instrumental in the business’ success.”