Bo & Tee

What Bo & Tee does

Bo & Tee is a Glasgow-based, privately held women's activewear and athleisure brand that designs and sells performance apparel directly to consumers through its Shopify-powered e-commerce storefront at boandtee.com and a companion iOS/Android mobile app. The product portfolio spans core categories — sports bras, active shorts, leggings, tops, matching sets, dresses/skorts, jumpsuits/unitards, hoodies and leisurewear — extended into seasonal ski apparel and limited-edition capsule collections (e.g., Sweet Escape, Soft Sundae, Rebloom). The company differentiates through proprietary fabric technologies, most notably the trademarked ButterCloud™ modal fabric, alongside Soft Active performance fabric and Super Sculpt seamless construction, marketed as exclusive to the brand.

The business is a single-channel DTC operator with no disclosed wholesale, marketplace, or physical retail presence. Pricing is unit-based retail at $40–$94 per item across categories, with promotional bundling via a Build Your Bundle 3-for-2 mechanic and installment payments through Klarna; checkout is localized across eight currencies (GBP, USD, EUR, AUD, CAD, AED, ILS, JPY), indicating active international shipping beyond the UK home market. Distribution and acquisition rely heavily on organic social channels (Instagram, TikTok, Facebook, YouTube, Pinterest, Twitter), a UGC program called Spotted: IRL Looks, email marketing, and student discount partnerships (UNIDAYS, StudentBeans), with no paid acquisition scale or influencer roster disclosed.

The company targets women aged 18–45 who participate in fitness activities (gym, yoga, pilates, racket sports) and lifestyle consumers who treat athleisure as everyday wear, with secondary reach into ski and travel use cases. Headcount is 51–100 employees; no funding rounds, investors, revenue figures, management team, or financial milestones are disclosed in the source material, leaving ownership structure, governance, and financial trajectory undisclosed.

Name

Bo & Tee

Legal name

Bo+Tee

Website

https://boandtee.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Women's Activewear & Athleisure Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Sporting Goods Retailers (45911)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athleisure & Performance Apparel Retail (CRAAABAE)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Winter Sports (Ski/Snowboard) Retail (CRAMABAJ), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Women's activewear
• Athleisure apparel
• Performance leggings
• Sports bras
• Ski apparel

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase retail model through e-commerce storefront. Products sold at fixed price points with periodic promotional offers (3 for 2 bundles, seasonal sales). Revenue generated from direct consumer transactions without subscription components. Additional revenue from gift card sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Bo+Tee designs and sells women's activewear, athleisure, loungewear, and ski apparel directly to consumers through its owned Shopify e-commerce storefront (boandtee.com). The assortment is organized around proprietary fabric technologies such as ButterCloud™ (buttery-soft modal), Soft Active, and Super Sculpt seamless, and covers sports bras, leggings, shorts, tops, matching sets, dresses, skorts, jumpsuits, unitards, hoodies, leisurewear, ski apparel, and accessories.

Product overview

Bo+Tee is a women's activewear, gymwear, and athleisure brand offering a comprehensive portfolio of performance apparel. The product architecture centers on proprietary fabric technologies (ButterCloud™ and Soft Active) that power core product categories including sports bras, active shorts, leggings, tops, matching sets, dresses/skorts, jumpsuits/unitards, hoodies/sweatshirts, and leisurewear. The brand differentiates through superior design, fashion-forward aesthetics, and high-performance fabrics that combine style with functionality. Bo+Tee operates primarily as an e-commerce platform (built on Shopify) offering seasonal collections (Ski Wear), limited-edition collaborations (Sweet Escape, Soft Sundae, Rebloom), and promotional programs (Build Your Bundle 3-for-2). The brand emphasizes versatility—products are designed to transition from gym to everyday wear, with offerings spanning active performance, lifestyle leisure, and resort/travel categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Bras Supportive sports bras offered in multiple styles (high-impact, low-impact, scoop neck, sweetheart neck, halterneck, backless, bandeau) in Soft Active and ButterCloud™ fabrics.
• Active Shorts Gym and athleisure shorts (mini, foldover, wrap waist, bike) engineered to sculpt, support and stay in place during workouts.
• Active Leggings Performance leggings (full-length, capri, flared, biker) made with squat-proof performance fabric and sculpting fits across multiple collections.
• Tops Workout tops including tank tops, crop tops, t-shirts, long-sleeve tops and oversized tops designed for movement with supportive fits.
• Matching Sets Coordinated workout outfits pairing tops and bottoms (sports bra + leggings or shorts) for a unified athletic look.
• Active Dresses + Skorts Active dresses and skorts combining athletic functionality with feminine silhouettes, including tennis dresses and mini skorts.
• Jumpsuits + Unitards One-piece workout garments including unitards and gym jumpsuits designed for versatile wear from gym to casual outings.
• Hoodies + Sweatshirts Gym hoodies and sweatshirts for warm-up, cool-down and casual wear in oversized applique, zip-up, crew-neck and embroidered styles.
• Leisurewear Off-duty athleisure including leisure tops, leisure shorts, joggers and loungewear (also linked trousers, jackets, knitwear, dresses + skorts, accessories) for comfort beyond the gym.
• Ski Wear Ski apparel including jackets and suits/salopettes designed for slope performance with Bo+Tee's signature fabric quality.
• Accessories Activewear accessories including headbands, gym bags and other fitness accessories that complement the activewear collections.
• Gift Cards Gift cards sold in variable denominations through the boandtee.com checkout as an alternative one-time revenue mechanism.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• P.E Nation: P.E Nation is an Australian-founded women's sportswear and athleisure label with a strong ski and lifestyle capsule offering. Its mix of fashion-forward activewear and resort/ski apparel, plus DTC-led model, parallels Bo+Tee's gym-to-ski product breadth.
• AYBL: AYBL is a UK-based women's activewear and gymwear DTC brand selling leggings, matching sets and sports bras predominantly through Instagram-led marketing. Its size, customer demographic and product focus on matching set aesthetics overlap directly with Bo+Tee's offering.
• Tala: Tala is a UK-based women's activewear and sustainable athleisure DTC brand, founded by Grace Beverley, selling leggings, sports bras and loungewear direct through social-led marketing. Its UK origin, women-only positioning, sustainability angle and Shopify DTC stack make it a near-comparable peer.
• Alo Yoga: Alo Yoga is a US-based premium women's activewear, athleisure and yoga apparel brand sold DTC and through wholesale, with celebrity ambassador-driven marketing. It competes head-to-head with Bo+Tee in the women's athleisure/performance category, particularly around leggings, matching sets and lifestyle wear.
• Gymshark: Gymshark is a UK-founded direct-to-consumer fitness apparel brand built on social media marketing, influencer partnerships and proprietary fabrics. It targets the same Gen Z / millennial fitness consumer as Bo+Tee and is the benchmark DTC activewear competitor in the UK market.
• Sweaty Betty: Sweaty Betty is a UK-founded women's activewear and athleisure brand, now owned by Wolverine Worldwide, selling premium gymwear, loungewear and ski apparel direct and through wholesale. Its London heritage, women-only positioning and ski collection map directly onto Bo+Tee's target customer and product mix.
• Fabletics: Fabletics is a women's activewear DTC brand (owned by TechStyle) that pioneered the VIP membership model and now sells leggings, sports bras and matching sets. Its women-only focus, direct-to-consumer digital model and matching-set merchandising are closely comparable to Bo+Tee's approach.

Broad incumbents

• Vuori: Vuori is a US-based premium activewear and performance lifestyle apparel brand sold DTC and through wholesale, with strong men's and growing women's ranges. Its positioning around versatile, comfortable everyday performance wear competes with Bo+Tee's athleisure/loungewear crossover assortment.
• Lululemon: Lululemon is the global incumbent in premium women's activewear, with strong proprietary fabric technology (Luon, Nulu), a network of own-stores plus DTC, and a defined women's yoga, run and training assortment. It defines the category Bo+Tee competes in and sets pricing and trend expectations for the segment.

Regional players

• Oh Polly: Oh Polly is a Glasgow-based (same HQ city as Bo+Tee) women's fashion DTC brand with a strong social media-led marketing playbook and Shopify infrastructure. While not activewear-focused, it shares the UK DTC apparel operating context, target demographic and influencer/UGC growth model that Bo+Tee employs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/teamboandtee
• YouTubeyoutube.com/channel/UCht2wb2ZhKfR2z0TOO9fznQ/videos
• Facebookfacebook.com/boandtee
• Instagraminstagram.com/boandtee
• Pinterestpinterest.co.uk/ohpolly
• TikToktiktok.com/@boandtee?lang=en
• LinkedInlinkedin.com/company/bo-and-tee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bo & Tee