Success of ADAY activewear

- Getting out the door for work in the morning is sometimes the hardest part of the day, but one New York City-based startup is trying to make it easier, at least when it comes to your clothes.

Meg He and Nina Faulhaber realized back in 2014 that their clothing couldn't keep up with their lives, so they created ADAY, their own brand of women's activewear that can go from work to workout.

He says they wanted to design better, smarter clothing that combined the best technology from activewear into contemporary daywear, so that women could have only the very best items of clothing in their wardrobes.

They started with a Pinterest board, went to a fabrics fair in Paris, and then brought those fabrics to a technical factory in Portugal and ADAY was born.

Faulhaber says they started off with leggings, track pants, a sports bra, a top, a few tanks, shorts, and a jumpsuit: a curated ecommerce collection to get you through the work week or a weekend away. That clothing is taking off.

He and Faulhaber were just named to Forbes 30 Under 30 List. And in December, they relocated the brand from London to New York City, realizing that 90 percent of their customers were here in the U.S. New York was their biggest base.

That same month they also had their most successful sales day ever: close to $20,000 in revenue. Faulhaber says it was huge for them.

Both alums of Goldman Sachs, their business background helped He and Faulhaber bring in some solid funding. He says they've raised around $1 million in capital, just in their friends and family round, none of which they've spent on marketing. Instead, they've let their website and its content do the talking.

He believes first and foremost that ADAY is a lifestyle. So what's next? This spring they're expanding with a pop-up shop in L.A. Their team is about to grow to 9 full time fabulous women. And they've added to their collection, which started with about 8 items and is now around 13 or 14.

But there is one thing they are especially proud of: how hard it is to spend a lot of money on their site. And that has been one of their missions: to make great quality activewear and good prices. Cashmere accessories start at $18. Their most expensive piece is a $155 jacket.
 

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