A Redditch-based e-commerce group behind the gymwear brand AYBL and the women's fashion brand BOA.
AYBL Group is a British e-commerce company that makes and sells sportswear and fashion online. Its main brand, AYBL, sells men's and women's gymwear such as leggings, sports bras and gym essentials, mostly direct to customers aged about 18 to 28. The group also owns BOA, a women's fashion brand. In 2022 it acquired the womenswear start-up Because of Alice.
FEBE describes the group as built on performance-led design, community engagement and a relentless focus on customer experience. The brand promotes the health and wellbeing benefits of exercise, and the company describes itself as a major player in the fashion, fitness and lifestyle arenas. We did not find a longer mission statement or a published list of values.
AYBL Group is based in Redditch, Worcestershire, with operations in Europe and North America. It was founded in 2018 by brothers Reiss and Kristian Edgerton. Gymshark co-founder Lewis Morgan invested in 2021 and became Executive Chairman. In 2022 the company announced plans for a new 56,000 sq ft UK headquarters and European warehouse. A 2022 article names it first on The Sunday Times list of the fastest-growing private companies, and it appears again on the 2026 FEBE Growth 100.
The company credits its colleagues for its success and said in 2022 that it planned to strengthen its senior management team. The culture is that of a young, fast-moving online fashion business, but the sources we read do not describe it in detail. It sits alongside other online fashion brands from outside London that appeared on the same 2022 list, such as Lounge Underwear, which opened a head office in Solihull, and the Manchester label Manière De Voir, which shows how much of the UK's fast-growing online fashion sector is built in the Midlands and North. A job listing on the group's recruitment site shows UK-based roles such as athlete executives, who work with fitness creators and ambassadors for the brand.
A group like this employs people in design and product, buying, content and social media, athlete and influencer partnerships, e-commerce, warehousing and logistics, customer service and finance. The group's 2022 plan for larger premises in Redditch was part of its growth strategy. Several of the sources are from 2022, so details such as headcount and premises may have changed. Check the AYBL Group website for current roles and information.
Website: www.aybl.com
PURPOSE helps school and university students explore 62 sectors and over 1,000 entry-level careers in the UK, then connects them directly with employers.
Explore PURPOSE