What a performance from UK outdoor gear brand ACAI as it strides ahead making chic, practical outfits tailored for females. Founder Kasia Bromley, once part of luxury fashion house Alexander McQueen, saw a production and retail opportunity catering for women in a sector traditionally overlooking them.
A decade on growth is running at 8% and turnover forecast for £8million next year with the label operating an ecommerce model selling directly to customers and also through big retail names such as John Lewis, Cotsworld Outdoor and Go Outdoors.“We take you from street to trail and trail to street, the legwear market has been underserved,” declares Bromley whose Skinny Outdoor Trousers, from £59, are now a leggings legend and core revenue driver having sold over 50,000 units.
As the UK marks this year’s International Women’s Day, ACAI illustrates what can be achieved when vision and determination unite. The disparaging reaction Kasia received when joining a group of hikers a few years ago was the spark. “I was mocked for my low-grade kit,” she explains. “That gave me the idea to produce a functional range that challenged the dominant male-centric approach. My husband Joe joined me and ACAI was born.”
“Instead of insular we are inclusive, broadening horizons – gear good for a serious walk or a casual stroller but also smart enough for a night out or for the office. Our legwear teams brilliantly with a blazer. Our style-plus-performance-and-fit universality increases the value for customers.”
Resilience is central to the producer’s strategy, with two rounds of investment including from Growth Partner and support from HSBC making a huge difference as the business contended with advance payments for stock and rising transport costs.
ACAI’s core demographic of 40-to-50 year olds is now growing as women find how well the sizing flexibility of the leggings especially works for them. Categories also cover sweats, fleeces and accessories while key female-friendly features include flattering cuts and shower-proof, four-way stretch fabrics for comfort and flexibility so outfits are easy to put on or take off. Jackets are fully taped and hoods – often a design weak spot – well fitting. “Black sells the best,” adds Kasia now looking to boost jacket sales.
The pandemic and new social behaviours appreciating wellness and nature have helped drive development. The company’s team of 20 design at its base in Deeside on the England Wales border. Advanced outdoor fabrics are sourced from Taiwan and manufacturing carried out in China before products are shipped to the UK for distribution. Going forward female-managed ACAI is looking to expand into Europe and dip its toes into consumer events and pop-ups. Its own shop is also a goal because “people like to touch and feel, says Kasia. “Our outdoor is the everyday.” www.acaioutdoorwear.com.
