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New platform Apparelle aims to be “the Farfetch of the activewear world”

Tom Bottomley
02 March 2022

A new online marketplace called Apparelle - exclusively focused on the best women’s activewear and athleisure – is launching on 21 March 2022, with 25 select brands and the aim to become “the Farfetch of the activewear world.”

It’s the brainchild of Cambridge graduate and ex-investment banker Amber Goodwin, who has set out to create her own highly curated edit of the best brands and pieces, hand-picked for quality, comfort and style, while also delivering accessible price points.

Brands include Lorna Jane, Bala and Free People Movement, though Goodwin has also included more niche and up-and-coming brands that she believes deserve to be put in the spotlight.

Apparelle Founder Goodwin said: “After countless surveys and conversations with brand owners and consumers, it became clear that there was a gap in the market for a platform exclusively focused on the best of activewear and athleisure, which has grown into a fashion category in its own right.

“Women can get “lost” when looking for activewear on larger platforms, and there are now many unique brands in this segment which are not represented on these platforms, forcing customers to compare pieces across multiple websites.”

Apparelle will cover everything from yoga mats and hand weights to high-performance sports bras and sweats for lounging in, so that customers can be kitted out with everything they need “in one fell swoop”.

Goodwin added: “Apparelle aims to be the ultimate destination for the active, fashion conscious and elegant individual, perfect for those in their twenties and thirties.

“We will fill the void of other websites and support upcoming brands while also stocking bigger names. The marketplace will keep the customer ethos as its main goal, leading to becoming the Farfetch of the activewear world. UK women's activewear has become a fast-evolving market, now being valued at over £3.5 billion. The growth has accelerated through trends in healthier lifestyle, fashion forward athleisure wear and people spending more time in loungewear.

“Even though there is an increased demand in the market, an online destination for the small to medium sized brands does not exist. Apparelle will make online shopping for activewear an easy and joyful experience, with no need to compare across multiple sites.”

Apparelle’s customers will also be given the option to shop sustainably via the ‘Conscious Edit’, a curation of the pieces available on the website which ascribe to sustainable practices - from materials and packaging to ethical production.

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