Every Second Counts secures investment

London-based activewear brand Every Second Counts has secured 1 million pounds in investment from Singapore-based retailer, Triple Pte Ltd in order to fund the brands next stage of growth in the UK and overseas.

Launched in 2014 by ex-magazine fashion director Sally Dixon, Every Second Counts offers time constrained, fashion conscious women and men, “stylish, comfortable, and performance-enhanced pieces designed to take the wearer from workout to daily life in a second”.

The aim of the activewear brand is to merge the boundaries of sportswear, leisurewear and ready-to-wear, by offering contemporary collections across tops, leggings, sports bras, jackets, shorts, and underwear to a broad age range that suit a variety of body styles.

Sally Dixon, founder and creative director explains: “Every Second Counts is designed with both the first-time gym-goer and the fitness fanatic in mind. These days it’s a challenge to juggle a busy life and maintain a healthy lifestyle, whether measuring split times for a half marathon or rushing to Pilates before picking the kids up from school...every second counts.

"Since we launched in early 2014, we've seen a fantastic response from customers to our offering of stylish and practical activewear pieces.”

Singapore based sports retailer, Triple Pte Ltd, has acquired a “strategic” minority stake in the sports athleisure apparel brand in return for a 1 million pound fund injection as well as its commitment to grow the brand’s distribution in Asia, said a press statement from the activewear label.

Dixon added: “This investment will allow us to significantly expand our range and the number of collections we produce each year, offering regular new lines and a much wider selection of activewear to both our e-commerce and wholesale customers."

Singapore based retailer Triple invests in Every Second Counts

Following the completion of the deal, Triple, which has a distribution network covering all key markets in Southeast Asia through is 30 retail stores as well as a number of shop-in-shop and multi-brand wholesale operations, will be the exclusive distributor of the brand in Asia.

Every Second Counts chief executive, Victoria Lazariuk, said: "We are particularly excited to be working with Triple as our distribution partner in Asia. Triple's local market and industry knowledge gained as the exclusive distributor of five premium sports brands in the region for the past 4 years, will serve as a great launchpad for our brand across Asia.

“Additionally, Triple's contacts with the state of the art local activewear manufacturing facilities will enable us to explore outsourcing opportunities in Asia, thus significantly lowering our production costs longer term without compromising the trademark quality of garments that our customers have come to expect and love.”

Commenting on the deal, Triple’s chief executive Michael Binger, added: “We see the incredible growth potential of the ‘Every Second Counts’ brand in Asia due to its unique design language, brand personality, and the continuous growth of the athleisure trend. Our role will be to assist in driving the Asian distribution of the brand, both through brick and mortar presence as well as the digital landscape.”

Image: courtesy of Every Second Counts