LONDON — Adanola, the Manchester-born active-lifestyle brand known for dressing the likes of Kendall Jenner, Hailey Bieber and Rosie Huntington-Whiteley, has crossed the nine-figure threshold in turnover for the year ending March 31.
According to its latest Companies House filings released this week, the brand posted net revenue of 102.6 million pounds in fiscal 2026, up 21 percent from 84.5 million pounds a year earlier.
Gross profit rose 20 percent to 69 million pounds, with the total customer base reaching roughly 2 million. Gross margin dipped slightly to 67.0 percent from 68.1 percent, and profit before tax was 17.2 million pounds in the period.
North America has emerged as the fastest-growing region with 40 percent growth, and international markets now account for about 20 percent of revenue. At the same time, headcount rose to 125 from 95 as the brand scaled its team around its growth plan.
“We’ve more than doubled our cash position from 20 million pounds in fiscal ’24 to 41.5 million pounds in fiscal ’26, giving us significant capacity to continue investing across product, brand and the wider business,” said chief executive officer Niran Chana, who joined from Gymshark in June 2024, where he served as chief commercial officer.
Chana said the business has been structurally reshaped over the past two years to support that growth curve, as he strengthened the business around growth ambitions and built out the leadership team. During the period, the brand secured a significant minority investment from Los Angeles-based private equity firm Story3 Capital Partners, which valued Adanola at around $530 million at the time of August 2025.
The company has also invested in its international infrastructure, including the opening of a U.S. warehouse in December 2025 to support faster delivery and localized growth in North America.
The brand remains primarily a direct-to-consumer player, with a selected network of wholesale partners that includes Selfridges, David Jones, Ounass, Equinox and Soho House, and new partners like De Bijenkorf in the Netherlands and KaDeWe in Germany, both within the Selfridges Group.
Chana said DTC will remain a focus and continue to represent the lion’s share of Adanola’s revenue, but he also recognizes the value of retail partnerships for in-person experiences.
He sees Adanola’s edge in a crowded athleisure market lies in both its organizational discipline and its product mix. A pair of the brand’s top-selling Ultimate Leggings retails for 40 pounds. A puffer jacket, priced at 120 pounds, sits at the top end of the price range, with a 12-pound hair clip sitting at the opposite end.
“For a nine-figure brand, our people structure is incredibly simple. This provides role clarity and accountability throughout the business with no gray matter,” he said, adding that the brand “truly exists at the intersection of sportswear and fashion,” with the ability to sell activewear alongside knitwear, travel attire and wardrobe basics in big volume, all under a womenswear-led, lifestyle positioning.
On the buzz-retention front, Adanola continued its relationship with Jenner following their January 2025 campaign, while bringing in Adriana Lima in October and Lila Moss for a spring campaign in February to stay close to its core 18-to-34-year-old female customer, who gravitates toward gym culture, wellness trends and a taste for luxury with accessible prices.
The brand, founded by Dragon’s Den alum Hyrum Cook in 2015, also points to its ongoing sustainability work, with more than 30 percent of its salable range now using recycled or organic materials, representing about 45 percent of sales.