Activewear Group
Activewear Group is a UK-based multi-brand e-commerce reseller operating activeweargroup.com, stocking 100+ brands of activewear, workwear, schoolwear, footwear, PPE, and stationery across nine localized country storefronts, with in-house print and embroidery customization for corporate and school buyers.
- Company typePrivate
- Founded2015
- HeadquartersHalesowen, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Activewear Group does
Activewear Group Ltd is a UK private limited company (Company Registration Number 11384997, VAT 319430708) that operates a single multi-brand e-commerce storefront at activeweargroup.com, aggregating more than 100 third-party brands — including Portwest, Russell, Helly Hansen, Blaklader, Projob, Result, Brook Taverner, Nike, Adidas, Under Armour, Puma, DR Martens, Timberland Pro, and Hi-Tec — into one catalogue spanning men's, women's, and children's clothing, workwear and PPE, school uniform, sportswear, footwear, accessories, and a Home & Office / stationery line under the in-house "UP" brand. The platform is built on Odoo and serves nine localized country storefronts (UK, US, AU, NZ, CA, CH, NO, JP, KO), each with its own currency price list (GBP, USD, AUD, CAD, NZD, CHF, NOK, JPY, KRW) and language localization, supported by Google Analytics for visitor measurement and Google Ads cookies for paid acquisition and remarketing.
The business model is primarily direct-to-consumer e-commerce retail of third-party branded apparel, footwear, and accessories, supplemented by a value-added in-house print/embroidery customization service (embroidery, direct print, transfer print) targeted at corporate and school uniform buyers. Revenue mechanics combine standard unit-pricing across SKUs (with publicly disclosed per-product pricing and clearance discounting), weight-banded UK delivery fees (Standard and Express Premium Tracked, dispatched via Hermes/Evri), multi-currency international checkout, and bespoke decoration services governed by separate customization terms. Customer segments span workwear/PPE buyers, school uniform buyers (parents and schools), sportswear and fitness consumers, corporate/office wear buyers, stationery/home & office buyers, and international cross-border retail shoppers across the nine localized geographies. Marketing is conducted almost entirely on-site through clearance and category banners, a newsletter signup, social follow links, and Google remarketing, with no physical retail, marketplace presence, or dealer network referenced.
Activewear Group firmographics
Firmographics- Name
- Activewear Group
- Legal name
- Activewear Group Ltd
- Website
- https://activeweargroup.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Activewear Group is a UK-based multi-brand e-commerce reseller operating activeweargroup.com, stocking 100+ brands of activewear, workwear, schoolwear, footwear, PPE, and stationery across nine localized country storefronts, with in-house print and embroidery customization for corporate and school buyers.
- Ownership category
- akta.pro rank
Activewear Group industry classification
Industry- Product category
- Online Multi-Brand Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Apparel, Footwear & Accessories Online Retailers (CRAFADAB)
- akta.pro secondary industries
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)
Keywords
Where Activewear Group is headquartered
LocationHeadquarters
- HQ city
- Halesowen
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Activewear Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct e-commerce retail (one-time purchase): Primary revenue from direct online sales of clothing, workwear, sportswear, school uniform, footwear, accessories, PPE and home/office items through own storefront at activeweargroup.com across multiple country storefronts and currencies. Standard checkout flow, with optional account-based wishlist and cart functionality.
- Customization services (Print & Embroidery): Value-added in-house print/embroidery/transfer-print personalization service on garments (e.g., 'Decorating methods: Embroidery, Direct print, Transfer print' shown on product detail pages). Per-order bespoke service governed by separate Terms (cancellation restrictions, return policy on customized items).
- Multi-currency international sales: Sales transacted in GBP, USD, AUD, CAD, NZD, CHF, NOK, JPY and KRW via separate price lists (GBP, USD, AUD, CAD, NZ, Global_CH, Norway_NO, AUS, USA, CAN, JP, SOK) on the same Odoo storefront, enabling direct cross-border retail without local subsidiaries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard UK retail pricing per product, displayed in GBP across the storefront with multi-currency conversion. |
| Unit Pricing | Pay-as-you-go | Clearance / discount pricing visible on selected SKUs. |
| Unit Pricing | Pay-as-you-go | Multi-currency price lists per localization. |
| Other | Pay-as-you-go | UK delivery fee schedule (weight-based, Standard and Express Premium Tracked). |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Activewear Group product offering
Product offeringCore offering
Activewear Group operates an online multi-brand clothing and equipment retail storefront, reselling activewear, workwear, schoolwear, sportswear, footwear, accessories, PPE and home/office supplies from over 100 third-party brands (e.g., Portwest, Helly Hansen, Blaklader, Nike, Adidas, Under Armour). The storefront is built on the Odoo platform with nine localized country storefronts and multi-currency price lists, and offers an in-house print, embroidery and transfer print customization service for garments.
Differentiator
Problem solved
Functional benefit
Products and services
- Workwear and PPE e-commerce catalogue
- School uniform e-commerce catalogue
- Sportswear and activewear e-commerce catalogue
- Corporate and office wear e-commerce catalogue
- Print and Embroidery customization service
Quantifiable outcome
- Customization service for corporate and school buyers (embroidery, direct print, transfer print) accessible across the catalogue.
- +1 more outcomes
Companies that use Activewear Group
Customer profileSegments6 records
Ideal customer profiles3 records
Activewear Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Activewear Group partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered flagship, core and minor.
- PortwestflagshipPortwest products are extensively stocked across women's workwear, men's workwear, hi-vis, lab coats, jackets & coats, shorts, bodywarmers, chef uniform, hi-vis vests, footwear accessories and PPE. Examples visible in catalogue: Portwest Standard Cotton Coat C851, Portwest Lab Coat 2852, Portwest BizTex SMS Coat Type PB (Pk50), Portwest FR Standard Coat FR34, Portwest Disposable Visitors Coat PP (Box of 200), Portwest Howie Outdoor Coat C865, Portwest Aberdeen Chefs Jacket C774, Portwest Super Work Trouser CD884, Portwest Heated Softshell Gilet (2L) S649, Portwest Bizflame Hi-Vis FR Zip Vest FR615, Portwest PW3 Modaflame Arc Softshell Hi-Vis FR Gilet FR719, Portwest Cooling Vest CV28, Portwest WX1 Two Tone Cotton Shorts CD114, Portwest EV4 Lightweight Detachable Holster Shorts EV444, Portwest DX4 Trade Shorts DX420, Portwest Two-Tone Mesh T-Shirt C395, Portwest Hi-Vis Two Band & Brace Vest C470.
- RussellcoreRussell brand products stocked, e.g., Russell Mens Polycotton Twill Shorts 002M — a contemporary workwear short with expandable waist, cargo pocket, suitable for 60°C wash.
- Helly HansencoreHelly Hansen products stocked in work footwear, e.g., Helly Hansen Women's Luna Low S3 Safety Shoes 78244 — aluminium safety toe, metal-free nail penetration protection, EN ISO 20345 certified.
- Brook TavernercoreBrook Taverner corporate women's blouses stocked (Firenze Crepe BT2298, Venezia Crepe De Chine BT2299, Capri Crepe De Chine BT2300), part of the corporate & office wear offering.
- ResultcoreResult brand stocked across safety/workwear, e.g., Result Safeguard Safety Jacket RE18A (EN ISO 20471:2013 Class 3, GO/RT orange version), Result Work-Guard Lite Shorts R319X, Result Work-Guard Action Shorts R309X, Result Work-Guard Technical Shorts R311X, Result Compass Pad Softshell Gilet R238X.
- BlakladercoreBlaklader premium workwear stocked, e.g., Blaklader Womens Craftsman Shorts With Stretch 71751149, Blaklader Womens Craftsman Skirt With Stretch 71801147, Blaklader Womens Service Shorts Stretch 71371147, Blaklader Womens Craftsman Shorts X1900 Stretch 79921141, Blaklader Womens Stretch Painter Shorts 71711000.
- ProjobcoreProjob (and Projob Progession line) stocked across women's workwear shorts and vests/gilets, e.g., Projob Progession 7514 Womens Work Shorts 647514, Projob Womens Shorts 642529, Projob Progession 7701 Womens Vest/Gilet 647701.
- JobmanminorJobman workwear stocked, e.g., Jobman Womens Service Shorts Stretch JM2719.
- UneekminorUneek value workwear stocked, e.g., Uneek Padded Bodywarmer UC619, Uneek Microfleece Gilet UC618, Uneek Ladies Printable Softshell Gilet UC615.
- RegattaminorRegatta women's bodywarmers/midlayers stocked, e.g., Regatta Evolve Knit Effect Stretch Midlayer TRF720, Regatta Evolve 2 Layer Softshell Unisex Bodywarmer TRA907, Regatta Evolve Thermal Hybrid Unisex Bodywarmer TRA905.
- SOL'SminorSOL'S bodywarmers stocked, e.g., SOL'S Unisex Norway Fleece Bodywarmer, SOL'S Ladies Rallye Soft Shell Bodywarmer, SOL'S Unisex Warm Bodywarmer.
- ORNminorORN workwear stocked, e.g., ORN Ladies Combat Shorts 2060.
- PulsarminorPulsar hi-vis body warmers stocked, e.g., PULSAR HV Interactive Body Warmer PR498, PULSAR HV Interactive Body Warmer P422.
- KorntexminorKorntex safety products stocked, e.g., Korntex High Vis Executive Multifunction Safety Vest KXEXEC.
- PremierminorPremier branded apparel stocked, e.g., Premier Womens Performance Chino Shorts PR572.
- UPcoreUP is the in-house stationery brand stocked across the Home & Office category — e.g., UP Ballpoint Pen Medium Black (Pack of 50) UP0059, UP Index White Multicolour Tabs 10 Part UP0058, UP Index White Multicolour Tabs A-Z UP0057, UP Index White Multicolour Tabs 1-31 UP0056, UP Drywipe Markers, UP Highlighters, UP Pencils and Sharpeners.
- Dr MartensminorDr Martens is featured via a dedicated category link on the homepage banner area ('https://www.activeweargroup.com/dr-martens').
- DKNYminorDKNY featured as a hero banner on the storefront homepage promoting the sportswear category (banner: 'dknybanner').
- Under ArmourminorUnder Armour featured as a hero banner on the storefront homepage (banner: 'underarmour-100.webp') promoting the sportswear category.
- HarvestminorHarvest women's vests stocked, e.g., Harvest Ladies Valley Vest HAR2121055, Harvest Ladies Meadows Vest HAR2121053, Harvest Ladies Arches Vest HAR2121051.
- HushminorHush featured as a hero banner on the storefront homepage (banner: 'hush-100.webp') promoting the sportswear category.
- Hermes (Evri)coreFor all UK deliveries, Activewear's nominated courier is Hermes (per the published Delivery & Returns policy on the storefront). Hermes handles both Standard (5–7 business days) and Express Premium Tracked (2–3 business days) services across the weight-banded pricing schedule.
- GooglecoreGoogle Analytics (__ga, __gat, __gid, __gac_*) and Google advertising cookies (__gads, __gac) are deployed on the storefront, supporting visitor analytics and advertising measurement.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Activewear Group competitors and assessment
Company assessmentDirect peers
- Wigmore Sports: UK multi-brand sports and athleisure retailer with teamwear/customization; comparable on the sportswear and team-kit portion of Activewear Group's catalogue.
- Arco: UK's largest safety products and workwear retailer; competes head-on with Activewear Group in certified PPE, hi-vis, safety footwear and workwear, with a similar multi-channel B2B/B2C proposition and branded catalogue (Portwest, Helly Hansen, etc.).
- Workwear Express: UK online specialist in workwear, school uniform and teamwear with in-house embroidery/print; directly comparable on multi-brand catalogue, customization service and workwear/school uniform buyer segments.
- Direct Workwear: UK online workwear specialist stocking Portwest, Regatta, Result and other brands Activewear Group carries; a direct competitor in the B2B workwear and PPE online segment.
- Sportsshoes.com: UK multi-brand sports and outdoor footwear/activewear retailer with international shipping; overlaps the activewear, sportswear and trainer categories of Activewear Group.
- Pro:Direct Sport: UK multi-brand sportswear and teamwear retailer with international storefronts and custom kit; comparable in the activewear, sportswear and customization dimensions of Activewear Group.
- Slater Menswear: UK multi-brand workwear, school uniform and corporate clothing retailer with in-house embroidery/print; competes with Activewear Group across menswear, workwear and school uniform categories.
- School Uniform Direct: UK online school uniform specialist; directly comparable on the school uniform and PE kit portion of Activewear Group's offering.
Broad incumbents
- Sports Direct: UK sportswear and activewear giant (Frasers Group) carrying Nike, Adidas, Under Armour, Puma and more; competes in Activewear Group's sportswear and athleisure categories with vastly greater scale.
- Screwfix: UK trade retailer (Kingfisher) that carries a large workwear and PPE range alongside tools; broader assortment but overlaps Activewear Group's workwear/PPE trade buyer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Activewear Group social profiles
Digital presenceActivewear Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Activewear Group leadership team
Management profileNumber of profiles
Activewear Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Activewear Group 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 Activewear Group
What does Activewear Group do?
Activewear Group operates an online multi-brand clothing and equipment retail storefront, reselling activewear, workwear, schoolwear, sportswear, footwear, accessories, PPE and home/office supplies from over 100 third-party brands (e.g., Portwest, Helly Hansen, Blaklader, Nike, Adidas, Under Armour). The storefront is built on the Odoo platform with nine localized country storefronts and multi-currency price lists, and offers an in-house print, embroidery and transfer print customization service for garments.
Is Activewear Group a public or private company?
Activewear Group is a private company. It is classified as unknown and is currently operating.
When was Activewear Group founded?
Activewear Group was founded in 2015. It employs 11 to 50 people.
Where is Activewear Group based?
Activewear Group is headquartered in Halesowen, United Kingdom, in the Europe region.
How does Activewear Group make money?
Three revenue lines are on record. Direct e-commerce retail (one-time purchase) is the primary driver. The others are customization services (Print & Embroidery) and multi-currency international sales.
Who are Activewear Group's main competitors?
Direct peers on record are Wigmore Sports, Arco, Workwear Express, Direct Workwear, Sportsshoes.com, Pro:Direct Sport, Slater Menswear and School Uniform Direct. Broad incumbents are Sports Direct and Screwfix.
Does Activewear Group have an API?
No public API is recorded for Activewear Group.
What industry is Activewear Group in?
Activewear Group's product category is Online Multi-Brand Apparel Retail. Its primary akta.pro industry code is CRAFADAB, Apparel, Footwear & Accessories Online Retailers, with a secondary code of CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers. Its NAICS code is 458110 and its SIC code is 5600.