What Adanola does

Adanola is a UK-based direct-to-consumer women's activewear and athleisure brand, founded in 2015 and headquartered in Manchester. The company designs, manufactures, and sells a unified portfolio spanning core activewear (leggings, sports bras, shorts, tops), casual lifestyle pieces (sweatshirts, hoodies, knitwear, dresses, loungewear, outerwear), swimwear, accessories, and a recently launched kidswear line ('Mini-Me'). Its flagship product, the Ultimate Leggings, has sold over one million pairs since 2020, and the brand leverages seamless knitting technology and proprietary performance fabrics to differentiate on comfort, fit, and construction quality at accessible price points (most items under $200, range approximately $30–$265).

The business operates a DTC-first model through adanola.com, supplemented by selective premium retail partnerships — most notably Equinox for its US physical debut (January 2025) and Brown Thomas in Ireland — that act as brand-building showrooms rather than mass distribution. A tiered points-based Rewards Club loyalty program supports retention. Go-to-market is community-led: heavy reliance on influencer and celebrity partnerships (Kendall Jenner 'Feat' capsule, January 2025; Tina Kunakey Fall 2024), organic social across Instagram, TikTok, YouTube, and Pinterest, plus editorial coverage in major publications.

Commercially, Adanola is a private company that reported FY24 net revenue of approximately $112 million (£84.5M) with a 202% three-year CAGR. In August 2025, Los Angeles-based private equity firm Story3 Capital Partners took a minority stake at a ~$530 million valuation to fund US expansion and category leadership. The company is led by CEO Niran Chana (joined June 2024 from Gymshark) alongside founder Hyrum Cook, employs 101–250 people, and currently serves the UK and US markets with the US as the primary growth frontier.

Name

Adanola

Legal name

Adanola Limited

Website

https://adanola.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Adanola is a UK-based, direct-to-consumer women's activewear and athleisure brand founded in 2015, selling leggings, sportswear, loungewear, and accessories at accessible price points via its e-commerce site, selective premium retail partners, and a recently launched US operation through Equinox.

Ownership category

akta.pro rank

Product category

Women's Activewear & Athleisure Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Women's activewear
• Athleisure apparel
• Seamless knitwear
• Direct-to-consumer fashion
• Loungewear clothing

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Activewear Sales: Primary revenue stream from direct online sales of women's activewear, athleisure, and lifestyle apparel through e-commerce platform
2. Rewards Program: Points-based loyalty program where customers earn points through purchases and engagement, redeemable for discounts and exclusive benefits

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Adanola is a Manchester-based women's activewear and athleisure brand that designs, manufactures, and sells apparel and accessories direct-to-consumer through adanola.com. Core product lines include leggings, sports bras, sweatshirts and hoodies, knitwear, dresses and skirts, loungewear, outerwear, swimwear, and accessories, plus a Mini-Me kidswear extension. The brand leverages seamless knitting technology, performance fabrics, and a community-driven marketing approach supported by a points-based Rewards Club loyalty program.

Product overview

Adanola is a UK-based women's activewear and lifestyle brand offering a unified product portfolio centered around versatile athleisure. The core offering spans activewear (leggings, sports bras, shorts, tops), casual wear (sweats, hoodies, knitwear), and lifestyle pieces (dresses, loungewear, outerwear, swimwear), complemented by accessories and a recent kidswear line (Mini-Me). Key product lines include the Ultimate collection (flagship performance leggings with 1M+ pairs sold), Seamless and Classic Seamless ranges (minimal-seam construction), and Modal Soft (ultra-soft everyday basics). All products share a design philosophy of blending fashion with function at accessible price points, with items typically under $200. The brand operates a loyalty program (Rewards Club) and sells primarily direct-to-consumer through its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Activewear Collection Core activewear line including leggings, sports bras, tops, shorts, yoga pants, and active dresses/skirts designed for workouts and fitness activities for women seeking functional performance apparel.
• Ultimate Leggings Flagship leggings line available in Regular, Tall, and 7/8 lengths with wrap, pocket, and capri variations; over 1 million pairs sold since 2020, targeted at women seeking durable, sculpting activewear leggings.
• Seamless Collection Seamless activewear line including leggings, crop shorts, racer back bras, and tank tops engineered with minimal seaming for a smooth silhouette and second-skin comfort for workouts.
• Classic Seamless Classic seamless activewear range including leggings, crop shorts, and cross back tank tops offering traditional seamless construction for everyday comfort.
• Modal Soft Collection Lifestyle-focused collection featuring modal fabric tops, camis, tanks, and ribbed pieces designed for ultimate softness and everyday comfort.
• Sweats & Hoodies Casual loungewear collection including oversized sweatshirts, hoodies, zip sweats, funnel neck styles, and sweatpants made from cotton fleece-back fabric for everyday casual wear.
• Knitwear Knitted apparel including tops, hoodies, cardigans, and trousers offering lightweight knit constructions for layering and transitional seasons.
• Dresses & Skirts Active-inspired dresses and skirts including strappy dresses, scoop back dresses, mini skirts, and tennis dresses with built-in shorts for functional everyday wear.
• Loungewear Cozy everyday wear collection featuring matching sets, socks, and comfortable separates designed for relaxing at home or casual outings.
• Outerwear & Jackets Outerwear collection including puffer jackets, gilets, track jackets, bomber jackets, and hooded coats for winter warmth and style.
• Swimwear & Beachwear Swim collection including bikini tops, bikini bottoms, and beachwear pieces designed to match the brand's aesthetic for summer wear.
• Accessories Complementary accessories including bags, socks, caps, water bottles, hair accessories, sunglasses (including the Adanola x Lexxola collaboration), and gifting options.
• Mini-Me Kidswear Collection Children's fashion line including 'Mini Icons' range for ages 2-4 featuring mini versions of the brand's best-selling adult athleisure styles.

Quantifiable outcome

• Over 1 million pairs of Ultimate Leggings sold since 2020
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship and minor.

• EquinoxflagshipChannel Partner/ Reseller/ Distributor · 30 January 2025Adanola launched its first physical store in the US through partnership with Equinox, allowing customers to buy its core collection at select Equinox locations and online. This collaboration marks Adanola's US retail debut and is set to expand further.
• Brown ThomasminorChannel Partner/ Reseller/ DistributorPremium Irish department store partnership for physical retail distribution in Ireland.
• Kendall JennerflagshipGTM or Marketing PartnerHigh-profile influencer partnership including campaign for January 2025 featuring the 'Feat' capsule collection. Collaboration blends activewear style with functionality, channeling modern adaptable aesthetics.
• Tina KunakeyminorGTM or Marketing PartnerFrench model featured in Fall 2024 campaign celebrating the success of Ultimate Leggings.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• AYBL: UK-based DTC fitness and athleisure brand with strong social-media-led growth, particularly in women's leggings; competes directly with Adanola for share of voice in influencer-driven fitness fashion.
• Tala: UK-based DTC activewear brand focused on women and sustainability, with comparable price point and seamless/basics-led assortment; a near-twin in GTM philosophy and target consumer.
• Varley: Premium women's activewear and lifestyle brand combining technical performance with fashion styling, positioned slightly above Adanola on price but with overlapping wardrobe categories and aesthetic.

Direct peers

• P.E Nation: Premium women's activewear and athleisure brand combining performance and lifestyle styling at higher price points, with a similar fashion-led approach and DTC/wholesale mix as Adanola.
• Alo Yoga: Premium women's athleisure brand built on celebrity and influencer marketing (similar GTM playbook) and seamless/technical fabric positioning, competing head-on for the same consumer at the upper end of Adanola's price band.
• Lululemon: Premium women's activewear and athleisure brand with overlapping product categories (leggings, sports bras, loungewear) and a similar fashion-meets-function positioning that Adanola explicitly positions against.
• Sweaty Betty: UK-based women's activewear brand with comparable product mix (leggings, sports bras, sweats) and target demographic, including a flagship activewear silhouette; offers a useful like-for-like benchmark in the UK market.
• Gymshark: UK-founded DTC fitness apparel brand with very similar target market (young, social-media-native consumers) and direct-to-consumer GTM. Adanola's CEO Niran Chana joined from Gymshark in June 2024, underscoring the strategic comparability.

Broad incumbents

• Adidas: Global sportswear incumbent with a broad women's activewear portfolio, providing pricing and assortment pressure across both DTC and wholesale channels in Adanola's core markets.
• Nike: Global athletic apparel incumbent with overlapping women's activewear categories and massive marketing scale. Named directly as a competitor in Adanola's market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@adanolaofficial
• Instagraminstagram.com/adanola
• TikToktiktok.com/@adanolaofficial
• Pinterestpinterest.co.uk/adanola
• Xx.com/_adanola

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adanola