P.E Nation
P.E Nation is an Australian women's activewear and athleisure brand founded in 2016, selling directly to consumers globally via Shopify storefronts across Australia, New Zealand, UK, US, and Europe. The brand offers performance and leisure apparel organized into multiple proprietary sub-brand collections spanning price points from $28.50 to over $205.
- Company typePrivate
- Founded2016
- HeadquartersAlexandria, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What P.E Nation does
P.E Nation is an Australian privately held direct-to-consumer activewear and athleisure brand founded in 2016 by Pip Edwards, targeting women who want apparel that performs during fitness activities (training, running, yoga, pilates) and transitions into casual everyday wear. The company sells globally through Shopify-powered localized storefronts in Australia, New Zealand, UK, US, and Europe, with a payment stack that includes AfterPay, Shop Pay, PayPal, Apple Pay, Google Pay, and major card networks. Its product portfolio spans a core Activewear Collection (sports bras, leggings, shorts, jackets, tops, hoodies) and a Leisurewear Collection (knitwear, loungewear, track pants), organized into seven proprietary sub-brand collections — Body Luxe, Seamless, Active Lite, Baseline, Studio Soft, Soft Luxe, and PWR Shine — plus statement lines (Haute Sport, Leopard) targeting differentiated performance and aesthetic segments. Pricing ranges from approximately $28.50 (sale shorts) to over $205 (premium jackets), with seasonal markdowns up to 60%, a 10% newsletter-subscriber discount, and AfterPay installment payments as conversion levers.
The business model is a single-brand DTC apparel operation: revenue is generated through one-time unit sales of physical goods shipped from a Shopify storefront, with no disclosed wholesale, licensing, or subscription revenue stream. The brand markets through a 'Join The Nation' newsletter program, affiliate partnerships (WiredCo. for global affiliate marketing across AU/US/UK appointed March 2025), influencer collaborations, and seasonal sales events. The company has 11-50 employees, is headquartered in Alexandria, Australia, and holds B Corp certification.
P.E Nation is in a transitional phase following two material events: founder and Creative Director Pip Edwards departed in August 2024, and the Sydney CBD George Street flagship store was closed in April 2025, shifting the company to a pure e-commerce model. Ownership post-Pip Edwards is undisclosed, no institutional investors or funding rounds are referenced in available sources, and the company operates as an independent private entity with multi-region e-commerce as its sole remaining commercial channel.
P.E Nation firmographics
Firmographics- Name
- P.E Nation
- Legal name
- P.E Nation
- Website
- https://us.pe-nation.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- P.E Nation is an Australian women's activewear and athleisure brand founded in 2016, selling directly to consumers globally via Shopify storefronts across Australia, New Zealand, UK, US, and Europe. The brand offers performance and leisure apparel organized into multiple proprietary sub-brand collections spanning price points from $28.50 to over $205.
- Ownership category
- akta.pro rank
P.E Nation industry classification
Industry- Product category
- Women's Activewear & Athleisure Apparel
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industry
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)
Keywords
Where P.E Nation is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
P.E Nation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: P.E Nation generates revenue through direct-to-consumer sales of activewear and athleisure apparel including sports bras, leggings, shorts, jackets, tops, sweatshirts, hoodies, and accessories. Products are sold at full price with seasonal sales offering discounts up to 60%.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price activewear and athleisure apparel |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
P.E Nation product offering
Product offeringCore offering
P.E Nation is an Australian direct-to-consumer activewear and athleisure brand for women. It designs and sells performance-driven apparel including sports bras, leggings, shorts, jackets, tops, sweatshirts, hoodies, leisurewear, outerwear, and accessories through its own Shopify-powered e-commerce storefront with regional operations in Australia, New Zealand, UK, US, and Europe. The product range is organized into proprietary collections (Body Luxe, Seamless, Active Lite, Baseline, Studio Soft, Soft Luxe, PWR Shine) targeting different activity intensities and aesthetic preferences.
Product overview
P.E Nation is an Australian activewear and athleisure brand for women, operating as a single-brand direct-to-consumer fashion company built on Shopify's e-commerce platform. The company's product portfolio centers on its core Activewear Collection featuring sports bras, leggings, shorts, jackets, tops, sweatshirts, and hoodies, complemented by a Leisurewear Collection of relaxed-fit knitwear and loungewear. The offering is organized into multiple sub-brands including Body Luxe (premium), Seamless Activewear (seamless construction), Active Lite (lightweight), Baseline (essentials), Studio Soft (buttery-soft studio wear), Soft Luxe (luxury), and PWR Shine (shine-finish performance), along with statement collections like Haute Sport (fashion-forward) and Leopard (bold prints). Accessories, outerwear, and seasonal sales round out the portfolio. The brand sells primarily through its Shopify-powered global e-commerce site with regional operations in Australia, New Zealand, UK, US, and Europe.
Differentiator
Problem solved
Functional benefit
Products and services
- Activewear Collection Core activewear line featuring sports bras, leggings, shorts, jackets, tops, sweatshirts, hoodies, and tank tops designed for training, running, yoga, pilates, and other fitness activities. Designed for women seeking functional athletic apparel.
- Leisurewear Collection Relaxed-fit comfort wear including knitwear, lounge pants, trackpants, and oversized tees designed for casual everyday wear and active leisure.
- Accessories Complementary activewear accessories including socks and other fitness accessories designed to complete the athleisure look.
- Outerwear Weather-appropriate outerwear including jackets and knitwear designed for warmth and style outside the gym.
- Activewear Sets Coordinated matching activewear sets pairing tops and bottoms for a unified workout look.
Companies that use P.E Nation
Customer profileSegments2 records
Ideal customer profiles1 record
P.E Nation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature1 record
P.E Nation partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- WiredCo.coreWiredCo. was appointed as P.E Nation's global end-to-end affiliate marketing partner covering Australia, US, and UK markets. The partnership was announced in March 2025 and is managed by the company's AdNews coverage of the appointment.
- AfterPaycoreAfterPay is integrated as a buy now, pay later payment option offering customers 4 equal payments every 2 weeks, enabling more accessible purchasing for customers.
Scale indicators2 records
Recent moves6 records
Expansion highlights2 records
P.E Nation competitors and assessment
Company assessmentDirect peers
- Varley: Premium women's activewear and athleisure brand with global DTC. Comparable in premium price tier, multi-region storefronts, and performance-meets-fashion positioning.
- Outdoor Voices: US-based DTC women's activewear brand with community-driven marketing. Comparable in DTC-led model, female-focused positioning, and recurring reliance on lifestyle/athleisure collections.
- Sweaty Betty: Women's activewear brand (acquired by Nike) with strong UK and US DTC presence. Comparable in target customer, multi-collection product architecture, and athleisure positioning.
- The Upside: Australia-origin premium women's activewear brand with global DTC and influencer-led marketing. Comparable to P.E Nation in home market, print-led aesthetic, and DTC-first distribution.
- Alo Yoga: Premium women's activewear and athleisure brand with a strong DTC model and multiple sub-collections. Directly comparable in customer profile, fashion-led positioning, and premium price points.
- Lorna Jane: Australian-founded women's activewear and athleisure brand with global DTC presence. Closely comparable to P.E Nation in geography of origin, target customer (active women), and product mix of leggings, sports bras, and lifestyle activewear.
- Nimble Activewear: Australian-origin women's activewear brand competing in leggings and sports bras. Directly comparable in home market, customer base, and DTC distribution.
Broad incumbents
- Lululemon: Global leader in women's premium activewear with extensive DTC and retail footprint. Comparable in core product categories and target customer; significantly larger scale and brand strength.
- Athleta (Gap Inc.): Women's activewear brand owned by Gap Inc. with broad US and global DTC presence. Comparable in target demographic and product mix; backed by a major parent company's distribution and capital.
Emerging players
- Lucas Hugh: Premium women's activewear brand focused on technical, fashion-forward performance apparel. Comparable in premium pricing, fashion-meets-performance positioning, and DTC-led distribution at smaller scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
P.E Nation social profiles
Digital presenceP.E Nation financial estimates
Financial estimateRevenue estimate
Valuation estimate
P.E Nation leadership team
Management profileNumber of profiles
P.E Nation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
P.E Nation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about P.E Nation
What does P.E Nation do?
P.E Nation is an Australian direct-to-consumer activewear and athleisure brand for women. It designs and sells performance-driven apparel including sports bras, leggings, shorts, jackets, tops, sweatshirts, hoodies, leisurewear, outerwear, and accessories through its own Shopify-powered e-commerce storefront with regional operations in Australia, New Zealand, UK, US, and Europe. The product range is organized into proprietary collections (Body Luxe, Seamless, Active Lite, Baseline, Studio Soft, Soft Luxe, PWR Shine) targeting different activity intensities and aesthetic preferences.
Is P.E Nation a public or private company?
P.E Nation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was P.E Nation founded?
P.E Nation was founded in 2016. It employs 11 to 50 people.
Where is P.E Nation based?
P.E Nation is headquartered in Alexandria, Australia, in the Oceania region.
How does P.E Nation make money?
One revenue line is on record: direct Product Sales.
Who are P.E Nation's main competitors?
Direct peers on record are Varley, Outdoor Voices, Sweaty Betty, The Upside, Alo Yoga, Lorna Jane and Nimble Activewear. Broad incumbents are Lululemon and Athleta (Gap Inc.). Lucas Hugh is listed as an emerging player.
Does P.E Nation have an API?
No public API is recorded for P.E Nation.
What industry is P.E Nation in?
P.E Nation's product category is Women's Activewear & Athleisure Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 458 and its SIC code is 5600.