#London #United Kingdom #Adanola #activewear #STORY3 Capital

Adanola Secures Strategic Investment for Global Advantages

Adanola, the U.K.-based cult womenswear brand known for its innovative take on activewear, has announced a pivotal minority investment from STORY3 Capital Partners, a Los Angeles-based private equity firm. This collaboration is set to accelerate the brand’s global growth ambitions while reinforcing its commitment to quality and sustainability in the active lifestyle apparel sector.

Founded in 2015 by Hyrum Cook, Adanola was born from the vision of creating a versatile daily wardrobe for modern women, melding functionality with chic aesthetics. With the rise of athleisure, Adanola has quickly garnered a following, with products like the Ultimate Leggings, which have seen impressive sales, surpassing 1.5 million pairs sold. Driven by endorsements from celebrities such as Kendall Jenner and Kaia Gerber, the brand has cemented its place in the competitive fashion landscape.

The investment from STORY3 Capital, which values Adanola at approximately $530 million, is seen as a significant milestone in its growth trajectory. Niran Chana, who took the reins as CEO in June 2024, previously held the position of Chief Commercial Officer at Gymshark. His experience in scaling brands is expected to usher in a new era for Adanola. “This partnership aligns perfectly with our mission to create high-quality activewear that fits seamlessly into the lives of our customers,” said Chana. “The backing of STORY3, with its proven track record in supporting consumer brands, will be instrumental in our pursuit of sustainable and profitable growth.”

Peter Comisar, founder and managing partner of STORY3, expressed confidence in Adanola's unique connection with consumers. “The brand is at the cusp of substantial global expansion,” he noted, highlighting the synergy between consumer behavior, digital media, and technology that STORY3 believes in to enhance brand value. This strategic partnership promises to bolster Adanola’s initiatives, especially as it eyes expansion in the U.S., where the activewear market continues to flourish.

Adanola’s business model is a hybrid of direct-to-consumer (DTC) sales and a curated wholesale strategy, featuring partnerships with premium retailers such as Selfridges, David Jones, and Equinox. This approach enables Adanola to maintain an accessible price point while upholding a prestigious market image. Moving forward, Adanola aims to enhance its digital presence while selectively expanding its retail footprint, including the potential rollout of branded stores.

The collaboration with STORY3 not only aligns with Adanola’s immediate growth plans but also reflects the brand’s commitment to elevating its product designs and brand partnerships. “Our goal remains to create adaptable athleisure wear that resonates with the modern consumer,” stated Chana. “We’re excited about what the future holds as we embark on this new journey with STORY3.”

As a brand, Adanola intends to continue its trajectory of innovation and connection with its customers, with each collection designed to meet the real-life needs of its community. With the backing of STORY3, the possibilities for growth seem limitless, promising exciting developments that could shape the activewear market for years to come.

About Adanola

Adanola is a contemporary active lifestyle brand dedicated to crafting versatile activewear that caters to style, comfort, and movement. Committed to creating the ultimate everyday uniform, Adanola designs aim to support modern, on-the-go lives while reflecting individual identities.

About STORY3 Capital

STORY3 is noted for its flexible investment approach, leveraging in-depth industry expertise and unique transactional experiences to drive value creation. Its focus lies primarily on companies at the intersection of consumer engagement, commerce, and content, contributing to sustainable growth in a disrupted market.

For further information on Adanola and its products, visit Adanola's official website.