Love to Wear

What Love to Wear does

Love to Wear is a Bulgarian direct-to-consumer activewear brand founded in 2018 and headquartered in Sofia. The company designs, manufactures, and sells premium women's sportswear — leggings, sports bras, crop tops, tank tops, bodysuits, and coordinated sets — under three themed collections (Royalty, Make Them Stare, Reborn). All products are produced in Sofia using certified Italian fabrics composed of 78% recycled polyester and 22% elastane interlock, positioned as sustainable, body-wrapping, quick-dry performance wear. The entire assortment is sold through a single Shopify-powered e-commerce storefront (lovetowear.eu) with global shipping fulfilled via DHL; pricing ranges from 69 лв (≈€35) for individual items to 139 лв (≈€71) for sets and bodysuits, with free worldwide shipping on orders over €100 and a 30-day return policy.

The business operates on a made-to-order production model, with orders typically dispatched within 1-2 business days from Sofia, and ships to the USA (7-10 business days), Europe (4-7 business days), and Rest of World (~10 business days). The customer base consists of individual active women engaged in yoga, pilates, fitness, CrossFit, and cardio, who are targeted through organic social (Facebook, Instagram), a self-care blog, an email newsletter with a 10% first-order discount, and Judge.me-verified customer reviews. The company is privately held, founder/owner-operated with a 5-employee headcount, bootstrapped with no external funding, no disclosed revenue, and no evidence of acquisitions, leadership changes, or institutional investors.

The go-to-market motion is purely DTC e-commerce with no wholesale, marketplace, or retail presence, and the tech stack is deliberately lean (Shopify storefront, Google Analytics, Shopify Audiences for retargeting, DHL for logistics). Marketing emphasis is on brand storytelling around exclusive, limited-quantity conceptual designs inspired by nature, books, and movies rather than on performance-technical differentiation, and the company does not advertise any AI/ML capabilities, APIs, or proprietary technology platforms beyond standard e-commerce tooling.

Name

Love to Wear

Legal name

lovetowear.eu

Website

https://lovetowear.eu

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Love to Wear is a Bulgarian direct-to-consumer activewear brand, founded in 2018 and based in Sofia, that designs and manufactures premium women's sportswear from certified Italian recycled-polyester fabrics and sells it globally through a single Shopify storefront to active women across fitness, yoga, and pilates.

Ownership category

akta.pro rank

Product category

Women's Premium Activewear

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Luxury Womenswear (CRAAAFAG)

Keywords

• Women's activewear
• Premium sportswear
• Recycled polyester leggings
• Sustainable activewear
• E-commerce apparel

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of premium activewear products including leggings, sports bras, crop tops, tank tops, bodysuits, and activewear sets. No subscription model; customers pay per item or set. Products are produced to order in Europe (Bulgaria) and shipped globally.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Love to Wear designs, manufactures and sells premium women's activewear — leggings, sports bras, long-sleeve crop tops, bodysuits and coordinated sets — made in Sofia, Bulgaria from certified Italian recycled-polyester fabric (78% recycled polyester, 22% elastane interlock). Products are organized into three themed collections (Royalty, Make Them Stare, Reborn), produced to order, and sold exclusively through the company's Shopify-powered direct-to-consumer online store with global shipping.

Product overview

Love to Wear is a women's activewear brand offering premium-quality sportswear made from sustainable Italian recycled fabrics. The product portfolio consists of individual activewear pieces (leggings, sports bras, crop tops with long sleeves, tank tops, bodysuits) and coordinated sets combining tops and bottoms. Products are organized into three themed collections: Royalty (elegant gemstone-inspired designs like Black Onyx, Moonstone, and Blue Sapphire with enhanced comfort features), Make Them Stare (bold animal-inspired and nature-themed patterns like Black Mamba, Electric Vibes, Forest Deer, and Ashy Fox), and Reborn (nature-inspired patterns like Hummingbird and Jungle Camo). All products feature sustainable 78% recycled polyester and 22% elastane fabric with properties including stretch, opacity, fast-drying, and skin-tight fit with high elastic waistbands. The brand designs and manufactures all products in Europe.

Differentiator

Problem solved

Functional benefit

Brands

• Royalty: A collection featuring elegant activewear with unique color options and comfortable designs for high-intensity workouts. Includes Black Onyx and other premium colors.
• Make Them Stare
• Reborn

Products and services

• Activewear Leggings
• Sports Bras / Sports Bra Tops
• Long-Sleeve Sports Crop Tops
• Activewear Bodysuits
• Activewear Sets (Sports Bra + Leggings / Crop Top + Leggings)
• Royalty Collection

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store. Provides the technical infrastructure for the website, payment processing, checkout, customer accounts, order management, and analytics. All online sales are processed through Shopify's platform.
• DHLcoreChannel Partner/ Reseller/ DistributorPrimary shipping carrier for international package delivery. Orders are shipped via DHL once they leave the Sofia warehouse facility. DHL handles the delivery of packages to customers globally.
• Shopify AudiencesminorGTM or Marketing PartnerAdvertising partner for targeted marketing. Used to show ads on other websites to buyers who made purchases with other Shopify merchants and may be interested in Love to Wear products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Athleta: Gap Inc.-owned women's activewear brand selling leggings, sports bras, and tops across yoga, running, and training at $50-$120 price points. Comparable on women's-only activewear focus and DTC channel, though backed by a major retail parent's infrastructure and marketing budget.
• Lululemon: Global leader in premium women's technical activewear, particularly leggings and sports bras at $90-$150 price points. Comparable on product category, materials innovation (proprietary fabrics like Luon/Nulu), and premium women's positioning, though massively larger and incumbent.
• Adidas: Global activewear giant with a substantial women's training/yoga line (leggings, sports bras, sets) at $30-$100 price points. Comparable on product category and European manufacturing footprint, though much larger and not DTC-only.

Direct peers

• Gymshark: Founder-led UK-based DTC fitness apparel brand that scaled globally through social media and influencer marketing, targeting similar active women demographics with premium leggings, sports bras, and sets. Closest comparable in business model (DTC, Shopify-origin, made-to-order style manufacturing) and target customer.
• P.E Nation: Premium Australian women's activewear label selling bold, limited-edition collections of leggings, sports bras, and outerwear DTC globally. Comparable on premium positioning, capsule-drop model, and bold-pattern design language akin to Love to Wear's 'Make Them Stare' collection.
• Sweaty Betty: Premium women's activewear brand with strong DTC e-commerce and limited-edition collections targeting yoga, pilates, and fitness. Highly comparable on premium women's positioning, lifestyle storytelling, and DTC-led growth, though currently owned by Wolverine Worldwide.
• Carbon38: DTC e-commerce platform and brand curating premium women's activewear from boutique labels. Comparable as a women's activewear e-commerce destination with overlap in customer base and premium pricing.
• Year of Ours: Women-founded DTC activewear brand offering leggings, sports bras, bodysuits, and sets in bold retro-inspired designs at $60-$120 price points. Comparable as a smaller, narrative-driven women's activewear DTC brand competing on design and limited drops.
• Outdoor Voices: DTC women's activewear brand built around community, technical fabrics, and lifestyle branding in leggings, sports bras, and sets. Comparable as a digitally native, narrative-driven women's activewear brand with similar price points and customer profile.
• Alo Yoga: Premium women's activewear and lifestyle brand selling leggings, sports bras, bodysuits, and sets DTC globally at $80-$150 price points. Highly comparable to Love to Wear on product mix (yoga/pilates-focused bodysuits and sets), premium positioning, and limited-edition drops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lovetowear.eu
• Instagraminstagram.com/lovetowear_eu
• LinkedInlinkedin.com/company/love-to-wear

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 Love to Wear