Adanola has surpassed the £100 million revenue threshold for the first time, pairing the milestone with a tangible investment: a warehouse in the United States. For the Manchester-born athleisure brand, which built its reputation around activewear essentials and a direct-to-consumer model, North America is now its fastest-growing market. It is therefore not just a matter of selling more overseas, but of adapting infrastructure and distribution to demand that carries increasingly significant weight.
In the financial year ended 31 March 2026, Adanola reported net revenue of £102.6 million, up 21% from £84.5 million the previous year. The company reached a total customer base of approximately two million. The milestone comes at a time when activewear continues to hold a permanent place in everyday wardrobes, but where growth can no longer rely exclusively on social media exposure or the momentum of a single trend. For a digital-first brand, the ability to deliver effectively, protect margins, and establish product credibility across diverse markets has become a decisive part of corporate identity.
The American market shifts from visibility to infrastructure
North America grew by 40%, proving to be Adanola's most dynamic region. International markets as a whole now account for roughly a fifth of revenue. The launch of logistics infrastructure in the United States should be viewed in this context: localizing part of its distribution can streamline service for American customers and provide the group with an operational footprint aligned with its expansion ambitions.
The move is significant because the company was founded and established in the United Kingdom, originating in Manchester with direct e-commerce as its primary channel. DTC provides greater control over customer relationships, data, and brand messaging, but it also demands rigorous operational management as the customer base expands. Shipping times, returns, and size availability directly impact the purchasing experience, particularly in a category where the same item is frequently repurchased in different colors or styles.
In the United States, Adanola is also entering an extremely competitive market, where athleisure apparel is dominated by legacy brands, digital-native players, and major sportswear groups. The growth recorded so far does not eliminate this pressure, but it does indicate that the brand has found an audience. The next step will be turning that interest into an enduring presence, without diluting the visual and commercial identity that fueled its rise.
Growing figures, margins under scrutiny
Profitability reflects an expanding business, though not without the standard trade-offs associated with scale. Gross profit rose 20%, reaching £69 million. However, gross margin dipped from 68.1% to 67%. The shift is modest, while pre-tax profit stood at £17.2 million, but the metric remains useful for understanding the nature of the next phase: scaling products, team, and distribution incurs costs and requires discipline.
Headcount increased from 95 to 125. At the helm is Niran Chana, who joined in June 2024 following his tenure at Gymshark as chief commercial officer. According to the executive, over the past two years the company overhauled its structure to support more ambitious growth targets and strengthened its management team. Financial liquidity provides room to maneuver: the cash position more than doubled, from £20 million in fiscal year 2024 to £41.5 million in 2026.
These resources also follow the entry of Story3 Capital Partners. In August 2025, the Los Angeles-based private equity firm acquired a significant minority stake in a deal that valued Adanola at around $530 million at the time. The investment places the brand in a different dimension compared to a young label driven almost entirely by organic online demand: the company now possesses capital to grow, but it will also face the need to prove that expansion can deliver sustainable results.
An everyday uniform built off the runway
Adanola's growth also reflects a broader shift in how casual fashion is consumed. Leggings, sweatshirts, matching sets, T-shirts, and lightweight outerwear are no longer confined to the gym and physical exercise. For years, they have formed a kind of daily uniform in which comfort, silhouette, and brand recognition coexist. For companies like Adanola, the challenge is not chasing the technical performance of professional sportswear, but creating garments versatile enough to transition across different settings throughout the day.
This positioning has been amplified by figures like Kendall Jenner, Hailey Bieber, and Rosie Huntington-Whiteley, associated with the brand through wearing its products and, in Jenner's case, a recent campaign. This kind of visibility has helped Adanola tap into the flow of contemporary visual culture, where a basic piece can become desirable through styling, photography, and digital circulation. Yet celebrity endorsement alone does not explain revenue exceeding 100 million pounds: at that scale, repeat purchases, assortment, product availability, and service trust are what count.
This is precisely where the US warehouse takes on a value that goes beyond logistics. For a brand that sells primarily direct-to-consumer, distribution is an integral component of the brand promise. If the company succeeds in making the purchasing experience faster and more reliable in its fastest-growing market, the investment could establish North America as a second pillar after the United Kingdom. If, on the other hand, operating costs and competition squeeze margins further, sales figures alone will not be enough to define the expansion's success.
For now, the financials point to a business growing while maintaining a solid ability to generate profit and self-fund a significant share of its plans. The next test will be less about building brand awareness and more about execution: keeping an essentials wardrobe desirable, running an efficient transatlantic supply chain, and turning the American audience into a recurring customer base. It is on this ground that Adanola will measure the true significance of the 100-million threshold.
