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Published
Jul 18, 2022
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AYBL turnover more than doubles as it ramps up expansion drive

Published
Jul 18, 2022

One of Britain’s fastest-growing smaller companies — AYBL Group — has reported record turnover for the latest year with the company’s sales rising 124% to reach £23.1 million.


AYBL's founders Reiss and Kristian Edgerton



The business – which was only founded in 2018 – is based in Redditch in the UK but is focused on global expansion at present, with both organic growth and expansion via acquisition on its to-do list.

The company was recently named number one in The Sunday Times’ list of 100 fastest-growing private businesses.  

And that now also includes physical space for the operation that began as an online pureplay with it having launched its first pop-up store in Covent Garden last month to showcase its new Velocity performance-wear collection.

The company was founded by brothers Reiss and Kristian Edgerton from their home. They now ship to 160+ countries, with particular strength in the US, Germany, Ireland, Netherlands and France. 

AYBL will also open a new UK HQ and European warehouse later this year, “which will allow the business to meet growing international appetite for the brand”. 

The brothers are planning to boost the senior management team to help with the global expansion having already seen Lewis Morgan, co-founder of Gymshark, become executive chairman last year as part of the expansion plan, with a strong focus on brand acquisition.

That process has already started with AYBL becoming AYBL Group in 2021 as it added women’s fashion brand, Because of Alice (BOA).

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