A Manchester women's activewear and lifestyle brand best known for its Ultimate Leggings, selling online and through selected retailers.
Adanola is a women's activewear and lifestyle brand. It makes leggings, sports bras, tops, logo sweatshirts, loungewear and other clothing, and is best known for its Ultimate Leggings, of which more than 1.5 million pairs have been sold. It mostly sells directly to customers on its own website, and is adding wholesale partners including Selfridges, Soho House and Equinox. It has also released collaborations such as a tote bag with Forma Pilates and a coffee-themed colour line.
The founder, Hyrum Cook, says he set out to design an everyday uniform: versatile clothing that could move from the gym to work and everywhere in between. The brand says its product strategy has stayed the same since launch, mixing fashion and sport with a disciplined approach. Chief executive Niran Chana describes it as a women's product-first, active lifestyle brand, and head of digital and CRM Lily Thistlewood has said it will never lose its own look and identity in its marketing.
Adanola is headquartered in Manchester, in the NOMA district, and was founded in 2015. A business profile reported about 76 employees, with distribution fully outsourced. Cook has said it took about five years for the brand to hit its stride, with demand growing strongly during the pandemic as people looked for comfortable, good-quality clothes for home workouts. In recent years it has pushed into the US, including a debut in Equinox gyms and a campaign with Kendall Jenner, while keeping Manchester as its base. Marketing Week reports the brand chose to keep its own identity at the centre of its US marketing, and it has partnered with Pilates studios, where some instructors act as brand ambassadors.
Niran Chana became chief executive in June 2024 after a long career at Gymshark, where he joined in 2015 and became Chief Commercial Officer. The brand is very social-media led, with hundreds of thousands of followers on Instagram and TikTok, and it works with creators, run clubs and Pilates studios. Its culture is not described in detail in the sources we read, so treat any claims you find as the company's own views.
A fashion brand like this employs people in design and product development, buying and sourcing, marketing, social and influencer teams, customer service, data, digital and CRM, and finance. Check the Adanola website for current vacancies at its Manchester office and for how it describes working there.
Website: www.adanola.com
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