AJE ATHLETICA

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.

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

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

• Designer activewear
• Women's athletic apparel
• Premium athleisure
• Studio-to-street clothing
• Australian fashion activewear

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Gift Vouchers: Digital and physical gift voucher products available for purchase, driving pre-revenue and gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• AfterpaycoreGTM or Marketing PartnerAfterpay 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 PlaygroundminorGTM or Marketing PartnerCollaboration 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 MelbourneminorOthersVenue 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.
• KisuméminorOthersCuisine and beverages partner for the Aje STUDIO Loft event, providing a bespoke dining experience with inspired menu and signature cocktails for the celebration.
• Jordan CoulterminorOthersDJ providing live music entertainment at the Aje STUDIO Loft celebration event, setting the tone for the party atmosphere.
• Danielle CastanominorOthersPhotography 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

Broad 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

• Xx.com/theajeworld
• YouTubeyoutube.com/channel/UCOe1-IXmEgX15mCeWo5q-TQ/featured
• Facebookfacebook.com/theajeworld
• Instagraminstagram.com/_aje_
• Pinterestpinterest.com.au/ajeworld
• LinkedInlinkedin.com/company/aje-athletica

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

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 AJE ATHLETICA