Boobydoo

What Boobydoo does

Boobydoo is a UK-based specialist e-commerce retailer and fitting service focused exclusively on women's sports bras, founded in 2006 and headquartered in Derby. The company curates a portfolio of approximately 220 products across more than 30 brands — including MAAREE, Shock Absorber, Panache Sport, Freya Active, Elomi Energise, ENELL, Anita Active, Curvy Kate, Sportjock, Triaction by Triumph, Cake Maternity, and others — covering band sizes 26–54 and cup sizes AA–K across high, medium, and low impact levels for activities spanning running, netball, gym, rugby, cycling, yoga, equestrian, rowing, cricket, dance, and triathlon. The technology stack comprises a BigCommerce storefront with Klevu-powered site search and faceted navigation, Zoom for virtual fittings, gocertify for key-worker/student discount verification, and an AI Digital Fitting Expert that provides 24/7 automated size and style guidance.

The business operates three revenue streams: direct-to-consumer product sales at unit pricing of £30–75 per sports bra (with free UK delivery over £60 and 15% discounts for key workers and students), B2B fitting services provided to elite sports organisations and government bodies, and a Sports Bra Advocate Course delivered via the boobydoo School platform. Distribution combines self-serve e-commerce on boobydoo.co.uk with free 20-minute one-to-one virtual fittings (Zoom) and in-person fittings at the Derby HQ, complemented by an ambassador programme and partnerships with elite sports teams and governing bodies.

Boobydoo is a privately held subsidiary of Active Apparel Group Limited (Company No. 11173403), with no external venture capital or private equity funding evidenced. The company has fitted over 200,000 women since launch, maintains a 4.6/5 service rating across 640 votes, and counts the UK Ministry of Defence as its official fitter. Its go-to-market blends product-led e-commerce with community-led and event-driven growth, leveraging content marketing, ambassador relationships, and institutional sports partnerships rather than traditional paid advertising.

Name

Boobydoo

Legal name

Boobydoo

Website

https://boobydoo.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Boobydoo is a UK specialist sports bra retailer offering a curated multi-brand catalogue, free virtual and in-person fitting services, and an AI Digital Fitting Expert serving active women across the UK.

Ownership category

akta.pro rank

Product category

Sports Bra Retail

NAICS

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

SIC

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

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Athleisure & Lifestyle Sport Apparel Retail (CRAMACAF), Bras & Bralettes (CRAAAIAA)

Keywords

• Sports bra retail
• Activewear e-commerce
• Bra fitting services
• Women's athletic apparel
• Maternity sports bras

Headquarters

HQ city

Derby

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce retail model selling sports bras and activewear directly to consumers through boobydoo.co.uk. One-time product purchases with clear pricing.
2. B2B Fitting Services: Corporate fitting services provided to sports teams and organizations including British Rowing, England Cricket Board, and Ministry of Defence.
3. Sports Bra Advocate Course: Educational course for coaches to gain knowledge around sports bras, breast health and player performance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Boobydoo is a UK specialist e-commerce retailer focused exclusively on women's sports bras, stocking 220+ products across 30+ brands (including MAAREE, Shock Absorber, Panache Sport, Freya Active, ENELL, Anita Active, Sportjock, Triaction by Triumph) in cup sizes AA–K and band sizes 26–54. The retailer pairs its product catalogue with free virtual (Zoom) and in-person (Derby HQ) expert fitting services, an AI Digital Fitting Expert for 24/7 online guidance, and a Sports Bra Advocate Course for coaches.

Product overview

Boobydoo is a specialist e-commerce retailer and fitting service focused exclusively on sports bras for women. The core offering is a curated portfolio of sports bras across 16+ sub-brands (MAAREE, Shock Absorber, Panache Sport, Freya Active, Elomi Energise, ENELL, Anita Active, Curvy Kate, Sportjock, Cake Maternity, Royce Sport, Triaction by Triumph, Natal Active, Runderwear, Pour Moi, and Zena), covering cup sizes AA–K and band sizes 26–54, across high, medium, and low impact levels for over 15 activities (running, netball, gym, rugby, cycling, yoga, pilates, walking, dance, aerial, equestrian, boxing, racket sports, football, ball sports, cricket, triathlon, rowing). Beyond bras, the portfolio extends to kitbag accessories (boobydoo socks, neck tubes, Smell Well fresheners), activewear shorts and leggings from MAAREE and Sportjock, and clearance lines. The business pairs its product catalogue with two complementary service pillars: free virtual fitting (via Zoom) and in-person fitting at its Derby HQ, plus an AI-powered 24/7 Digital Fitting Expert on the website. Boobydoo also runs a Sports Bra Advocate Course for coaches and offers key worker and student discount programmes (15%) through gocertify verification.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Bras (Core Retail Offering) Curated sports bra catalogue of 220+ products across 30+ brands, covering cup sizes AA–K and band sizes 26–54, with options for high-, medium-, and low-impact activities including running, netball, gym, yoga, pilates, cycling, boxing, rugby, football, cricket, rowing, dance, equestrian, and triathlon.
• Virtual Fitting Service Free 20-minute one-to-one video consultation via Zoom with a boobydoo Fitting Expert, covering size assessment, activity-based support needs, and personalised sports bra recommendations. Orders placed during the appointment qualify for free UK returns.
• In-Person Fitting Service Free in-person fitting appointment at boobydoo's Derby HQ with a Fitting Expert in a private changing room, providing one-to-one consultation and personalised bra recommendations.
• Sports Bra Advocate Course Online educational course for coaches and sports professionals covering sports bra fundamentals, breast health, and the impact of breast support on player performance. Delivered via the boobydoo School platform.
• Kitbag Essentials Accessories Boobydoo-branded apparel and kit-care accessories under the Kitbag Essentials category, including performance runner quarter socks, crew socks with a boob-print design, tie dye ankle socks, multi-use neck tubes, and Smell Well odor-control fresheners and bags.
• Gift Certificates Digital gift certificates in custom amounts, valid for 365 days and non-refundable, redeemable on the boobydoo.co.uk website for sports bras, activewear, and accessories.
• B2B Team Fitting Services On-site corporate fitting services and educational workshops delivered to elite sports teams, national governing bodies, and government clients including British Rowing, the England and Wales Cricket Board, Loughborough Lightning Netball, British Wheelchair Basketball, and Ministry of Defence recruits.

Quantifiable outcome

• Sports bra can reduce breast movement by up to 83%
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• British RowingcoreStrategic or Co-development Partner · 1 January 2026January 2026 visit to British Rowing in Caversham, Reading for fittings and workshop with women's team and coaches.
• Loughborough Lightning Netball and Loughborough SportflagshipStrategic or Co-development PartnerOfficial sports bra partner of Loughborough Lightning Netball and Loughborough Sport. Partnership aims to champion positive breast health in elite performance sport.
• England and Wales Cricket BoardcoreStrategic or Co-development PartnerProvided fitting service to England cricket teams and regional clubs. Cricket involves intense running, diving, and jumping requiring supportive sports bras.
• Ministry of DefenceflagshipStrategic or Co-development PartnerOfficial fitter for Ministry of Defence recruits. Army provides £50 per year for serving women to contribute towards sports bra costs.
• Girls Sports ClubminorStrategic or Co-development PartnerSupporting development of Rugby Club XV and Girls Cricket Club XI, educating next generation of women in sport.
• Lacuna SportsminorOthersFriends of Boobydoo. Cricket wear custom-designed for women's bodies, launched Spring 2022 by founder Leigh Burns.
• Active Apparel Group LimitedcoreOthersParent company of boobydoo. Company No: 11173403, VAT No: 927246610.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweaty Betty: UK-based women's activewear brand and retailer selling sports bras, leggings, and gym apparel DTC. Closely comparable customer base (active women in the UK) and product mix, though broader in assortment than Boobydoo's sports-bra-only focus.
• Shock Absorber: UK specialist sports bra brand (one of Boobydoo's stocked brands) that also sells DTC. Comparable in product focus on high-impact sports bras for active women, but operates as a manufacturer rather than multi-brand retailer.
• Panache Sport: British (Sheffield) sports bra brand sold by Boobydoo and increasingly DTC. Direct category overlap in high-impact sports bras with biomechanical validation, mirroring Boobydoo's specialist, evidence-based positioning.

Regional players

• Title Nine: US women's sportswear specialist retailer (sports bras, activewear) with a similar 'specialist for active women' positioning. Comparable category and curation model but serves North America rather than the UK.

Broad incumbents

• Adidas: Global sportswear incumbent with a women's training and sports bra line. Comparable end customer but competing through mass-market distribution rather than Boobydoo's specialist fitting and curation model.
• Gymshark: UK-founded fitness apparel brand with a strong sports bra and women's training range sold DTC. Competes for the same active-women customer but operates at significantly greater scale and with a broader product catalogue.
• Lululemon: Global women's activewear leader with sports bras as a flagship category. Comparably targets active women across multiple sports but competes as a brand-and-retailer model at much larger scale than Boobydoo's specialist positioning.
• Athleta: Gap-owned women's activewear brand with a strong sports bra assortment and DTC focus. Comparable in target customer (active women) but broader in scope and competing from a US-centric retail platform.
• Nike: Global athletic apparel giant offering sports bras across high, medium, and low impact levels. Competes on assortment breadth, brand marketing, and DTC infrastructure rather than on specialist fitting expertise.

Emerging players

• MAAREE: Specialist sports bra brand with patented Overband Technology that retails via Boobydoo and increasingly DTC. Closest pure product comparator in the high-impact sports bra niche, but smaller and brand-only rather than multi-brand.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/boobydoobras
• LinkedInlinkedin.com/company/memory-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Boobydoo