UK Activewear Brand Every Second Counts To Expand In Asia Following Investment


LONDON, United Kingdom — British activewear brand Every Second Counts has completed a £1m investment round to kickstart further growth in the UK and internationally.

In return for a minority stake in the athleisure label, Singapore-based sports retailer Triple Pte Ltd will support the brand’s distribution throughout Asia. The £1m cash injection will also be used to extend Every Second Counts’ portfolio of sportswear, leisurewear and ready-to-wear garments.

“Since we launched in early 2014, we’ve seen a fantastic response from customers to our offering of stylish and practical activewear pieces,” commented Founder Sally Dixon.

“This investment will allow us to significantly expand our range and the number of collections we produce each year, offering regular new lines and a much wider selection of activewear to both our e-commerce and wholesale customers.”

Following completion of the deal, Triple will act as the exclusive distributor of Every Second Counts within Asia. Utilising its extensive distribution network, including 30 of its own retail stores, shop-in-shop concepts and multi-brand wholesale executions, it hopes the move will facilitate significant expansion.

Additionally, Triple’s existing relationships with state of the art local activewear manufacturing facilities will enable Every Second Counts to explore outsourcing opportunities in Asia, with the aim of lowering production costs longer term without compromising the trademark quality of its garments.

Commenting on the deal, Triple’s CEO Michael Binger, said: “We see the incredible growth potential of the ‘Every Second Counts’ brand in Asia due to its unique design language, brand personality, and the continuous growth of the athleisure trend. Our role will be to assist in driving the Asian distribution of the brand, both through brick and mortar presence as well as the digital landscape.”

Currently available to buy via its e-commerce site as well as a number of independent outlets across the UK including Triyoga in London, Every Second Counts is also available at Rocco Forte resorts in Germany and Sicily and at TriFit in Singapore.

With Triple now on board as a distribution partner in Asia, its local market and industry knowledge — gained as the exclusive distributor of 5 premium sports brands in the region for the past 4 years — will provide Every Second Counts with the perfect launchpad for Asia.


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