AYBL

AYBL is a UK direct-to-consumer activewear brand, founded in 2018 and headquartered in a 62,000 sq ft facility. It designs and sells women's fitness apparel and accessories - leggings, sports bras, hoodies, and a lifestyle accessories line - and it does so at a scale that turns retail infrastructure into an operational problem in its own right. The catalogue runs past 1,200 products; the brand was ranked the number one fastest-growing private company in The Sunday Times 100 in 2022.

The surface area is the interesting part. AYBL operates 10+ Shopify stores across international markets - United Kingdom, European Union, United States, Canada - each carrying its own customer accounts, order flows, and payment and fulfilment logic. Behind that sit four regional warehouses and an international logistics operation, plus an apparel design and product development pipeline. That is a lot of connected systems spanning storefront, warehouse, and cross-border data movement, all serving a consumer retail base.

AYBL Group also includes the sister brand Because of Alice (BOA), so multi-brand, multi-store Shopify operations are the norm rather than the exception. The company runs direct-to-consumer digital retail as its core commercial channel, which means storefront availability, account integrity, and payment and order data handling are load-bearing to the business rather than adjacent to it.

Culturally the stated ethos is "Together we thrive," with the guiding principle "AYBL to believe, AYBL to achieve." The name is derived from the word "ABLE." The origin story is a living room, and the stated mission is to empower women through fitness - a mission that, at this scale, depends on infrastructure that keeps working and keeps customer data where it belongs.