AJE ATHLETICA
Aje Athletica is the activewear sub-brand of The Aje Collective, an Australian luxury fashion house. It designs and sells premium studio-to-street activewear, loungewear, and accessories directly to fashion-forward women aged 25-45 via owned e-commerce storefronts, boutiques, and Click & Collect across Australia, New Zealand, and international markets.
- Company typePrivate
- Founded2008
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What AJE ATHLETICA does
Aje Athletica is the activewear and athleisure sub-brand of Aje, an Australian luxury fashion house founded in 2008 by Adrian Norris and Edwina Forest and operated under the parent entity The Aje Collective. The brand designs and sells premium activewear, loungewear, track wear, tennis apparel, and accessories positioned for a studio-to-street aesthetic, targeting fashion-forward women aged 25-45 who seek elevated alternatives to commodity athletic labels. The core product range spans sports bras ($95-$195 AUD), leggings, bike shorts and tanks within the activewear line; lounge and track pieces ($125-$295 AUD); outerwear and knitwear ($225-$450 AUD); and accessories ($45-$125 AUD).
The business operates on a direct-to-consumer model with three Shopify-based regional e-commerce storefronts (ajeworld.com.au for Australia, ajeworld.com for international markets, ajeworld.co.nz for New Zealand), company-owned physical boutiques across Australia including the Aje Burnside location in Sydney, and Click & Collect services. Technology is intentionally lightweight: a CDN-backed Shopify platform with Afterpay integrated at checkout for 4 interest-free instalments over 6 weeks, and customer review capture via the Okendo platform. There are no proprietary APIs, SDKs, or AI-driven features disclosed.
Aje Athletica makes money primarily through one-time retail sales at full price across DTC channels, with Afterpay providing a transaction-fee-supported conversion lever and digital gift vouchers contributing pre-revenue and gifting occasions. Marketing is anchored in owned editorial content via The Aje Report blog, runway presence at Australian Fashion Week and Paris Fashion Week, high-production editorial campaigns (including the 2024 LA Takes LA campaign), social media across Instagram, Facebook, Twitter, Pinterest, YouTube and Weibo, and email newsletters offering 10% off first orders. Customer concentration is low given the purely consumer-facing, long-tail transactional model with no wholesale or enterprise accounts.
AJE ATHLETICA firmographics
Firmographics- Name
- AJE ATHLETICA
- Legal name
- The Aje Collective
- Website
- https://ajeathletica.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Aje Athletica is the activewear sub-brand of The Aje Collective, an Australian luxury fashion house. It designs and sells premium studio-to-street activewear, loungewear, and accessories directly to fashion-forward women aged 25-45 via owned e-commerce storefronts, boutiques, and Click & Collect across Australia, New Zealand, and international markets.
- Ownership category
- akta.pro rank
AJE ATHLETICA industry classification
Industry- Product category
- Premium Women's Activewear and Athleisure Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Athleisure & Performance Apparel Retail (CRAAABAE), Athleisure & Lifestyle Sport Apparel Retail (CRAMACAF), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)
Keywords
Where AJE ATHLETICA is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
AJE ATHLETICA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct Retail Sales (E-commerce): Primary revenue stream through owned online storefronts. Customers purchase directly at full retail price with options for standard and express shipping. Products include activewear, loungewear, track wear, tennis apparel, and accessories.
- Physical Retail Stores: Revenue from company-owned boutiques including Aje Burnside in Sydney and other locations across Australia. Physical stores offer full product range with in-store shopping experience.
- Afterpay Payment Processing: Partnership with Afterpay provides customers interest-free instalment options. The company benefits from increased conversion rates and average order values through flexible payment options.
- Gift Vouchers: Digital and physical gift voucher products available for purchase, driving pre-revenue and gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Activewear and Sports Bras - Price points ranging from $95-$195 AUD |
| Unit Pricing | Pay-as-you-go | Lounge and Track Wear - Price points ranging from $125-$295 AUD |
| Unit Pricing | Pay-as-you-go | Outerwear and Knitwear - Price points ranging from $225-$450 AUD |
| Unit Pricing | Pay-as-you-go | Accessories - Price points ranging from $45-$125 AUD |
| Transaction based/ take rate | Pay-as-you-go | Afterpay Instalment Option |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
AJE ATHLETICA product offering
Product offeringCore offering
AJE ATHLETICA designs, produces, and sells premium women's activewear and athleisure including leggings, sports bras, bike shorts, active tanks, knitwear, jackets, and accessories. Products are organized into activity-based collections (Pilates Edit, Lounge, Track, Tennis, Gifts) and sold direct-to-consumer through three regional e-commerce storefronts (ajeworld.com.au, ajeworld.com, ajeworld.co.nz), company-owned boutiques such as Aje Burnside in Sydney, and Click & Collect. The brand bridges runway-inspired luxury fashion aesthetics with high-performance functionality for studio-to-street styling.
Product overview
AJE ATHLETICA is a sub-brand of Aje (a designer women's clothing company) focusing on activewear and athletic fashion. The portfolio consists of Aje Athletica as the core athletic sub-brand, which includes multiple product lines: Activewear (leggings, sports bras, bike shorts, active tanks), tops, tees, knitwear/crew necks, pants, and jackets/coats. The brand also features curated activity-based collections including a Pilates Edit, Lounge wear, Track wear, and Tennis collection. Additionally, Aje Athletica offers an Accessories line and a Gifts collection. The offering is structured as a sub-brand architecture under the main Aje fashion house, with Aje Athletica positioned as the activewear/lifestyle complement to Aje's core fashion offerings and Aje Studio's elevated basics line.
Differentiator
Problem solved
Functional benefit
Brands
- Aje Athletica: Activewear and athletic clothing line featuring studio-to-street styles, leggings, sports bras, and activewear for Pilates, training, tennis, and lounge wear.
- Aje Studio
Products and services
- Aje Athletica Activewear Sub-brand Aje's activewear and athletic clothing sub-brand offering sport-inspired fashion for women, covering pilates, training, tennis, lounge, and track activities with studio-to-street styling.
- Aje Athletica Pilates Edit
Companies that use AJE ATHLETICA
Customer profileSegments2 records
Ideal customer profiles1 record
AJE ATHLETICA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
AJE ATHLETICA partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- AfterpaycoreAfterpay is integrated as a payment option at checkout, allowing customers to split purchases into 4 interest-free instalments over 6 weeks. This partnership increases conversion rates and average order value by making products more accessible to price-conscious consumers. The integration is prominently featured across all product pages.
- One PlaygroundminorCollaboration for the HOUSE OF FLOW editorial campaign, combining AJE ATHLETICA activewear with the One Playground fitness platform community. The partnership likely includes co-marketing to the One Playground subscriber base, extending AJE ATHLETICA's reach into the fitness community.
- W MelbourneminorVenue partner for the Aje STUDIO Loft celebration event. The W Melbourne hotel provided the event space for an intimate brand gathering featuring styled looks and dining experience.
- KisuméminorCuisine and beverages partner for the Aje STUDIO Loft event, providing a bespoke dining experience with inspired menu and signature cocktails for the celebration.
- Jordan CoulterminorDJ providing live music entertainment at the Aje STUDIO Loft celebration event, setting the tone for the party atmosphere.
- Danielle CastanominorPhotography partner for stills capture during the Aje STUDIO Loft event, documenting the evening for brand content.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
AJE ATHLETICA competitors and assessment
Company assessmentBroad incumbents
- Athleta: Gap Inc.'s women's activewear brand. Comparable on women's performance-and-lifestyle positioning, but operates at materially larger scale and broader price points.
- Lululemon: Global leader in premium women's activewear with broad category depth (leggings, sports bras, tennis, training). Most direct benchmark for AJE ATHLETICA on price positioning and studio-to-street aesthetic, but vastly larger scale and performance-led positioning.
Direct peers
- Sweaty Betty: Women's activewear brand combining performance with elevated style. Comparable customer base and product mix across leggings, sports bras, and training apparel.
- Alo Yoga: Premium activewear and athleisure brand built around fashion-forward studio-to-street styling. Closely comparable to AJE ATHLETICA on target customer (fashion-conscious women, 25–45), price point, and lifestyle-led marketing.
- P.E Nation: Australian-founded premium activewear label with strong fashion-week positioning and DTC focus. Direct peer on geography, target customer, and elevated athleisure aesthetic.
- The Upside: Australian premium activewear brand for women, focused on studio-to-street styling and influencer-led marketing. Comparable to AJE ATHLETICA on customer, channel mix, and price band.
- Nimble Activewear: Australian women's activewear brand selling direct-to-consumer. Comparable on geography, customer segment, and DTC-led distribution.
- Varley: London-based premium activewear label with strong fashion sensibility. Comparable on studio-to-street positioning and premium price points.
Emerging players
- Carbon38: Premium activewear retailer and brand platform focused on fashion-forward performance. Comparable target customer and aesthetic, with a more curated multi-brand approach.
- adidas by Stella McCartney: Long-running fashion-activewear collaboration that pairs a designer label with performance athletic product. Conceptually analogous to AJE ATHLETICA's luxury-fashion-meets-activewear positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
AJE ATHLETICA social profiles
Digital presenceAJE ATHLETICA financial estimates
Financial estimateRevenue estimate
Valuation estimate
AJE ATHLETICA leadership team
Management profileNumber of profiles
Profiles2 records
AJE ATHLETICA subsidiaries and ownership
Company hierarchySubsidiaries2 records
AJE ATHLETICA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AJE ATHLETICA 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 AJE ATHLETICA
What does AJE ATHLETICA do?
AJE ATHLETICA designs, produces, and sells premium women's activewear and athleisure including leggings, sports bras, bike shorts, active tanks, knitwear, jackets, and accessories. Products are organized into activity-based collections (Pilates Edit, Lounge, Track, Tennis, Gifts) and sold direct-to-consumer through three regional e-commerce storefronts (ajeworld.com.au, ajeworld.com, ajeworld.co.nz), company-owned boutiques such as Aje Burnside in Sydney, and Click & Collect. The brand bridges runway-inspired luxury fashion aesthetics with high-performance functionality for studio-to-street styling.
Is AJE ATHLETICA a public or private company?
AJE ATHLETICA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AJE ATHLETICA founded?
AJE ATHLETICA was founded in 2008. It employs 11 to 50 people.
Where is AJE ATHLETICA based?
AJE ATHLETICA is headquartered in Sydney, Australia, in the Oceania region.
How does AJE ATHLETICA make money?
Four revenue lines are on record. Direct Retail Sales (E-commerce) is the primary driver. The others are physical Retail Stores, afterpay Payment Processing and gift Vouchers.
Who are AJE ATHLETICA's main competitors?
Broad incumbents on record are Athleta and Lululemon. Direct peers are Sweaty Betty, Alo Yoga, P.E Nation, The Upside, Nimble Activewear and Varley. Emerging players are Carbon38 and adidas by Stella McCartney.
Does AJE ATHLETICA have an API?
No public API is recorded for AJE ATHLETICA.
What industry is AJE ATHLETICA in?
AJE ATHLETICA's product category is Premium Women's Activewear and Athleisure Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAE, Athleisure & Performance Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.