How did you get into the Fashion Industry, Was it always your chosen career path?
I was planning on studying fashion buying at university but changed my mind and chose International Business and Spanish instead. Once I graduated from university, I worked corporate jobs but I felt very unfulfilled.
I decided I wanted to live life on my own terms and do a job I actually loved so I started my own business. I’ve always loved fashion and exercise. Exercise is a big part of my life transformation so it felt natural to combine the two.
You have a lot of experience working with activewear, you previously introduced the Lilybod brand to the UK, Tell us what your motivation to launch your own brand?
After working in the activewear industry for many years, I believed that there was a gap in the market for a brand that truly focused on what makes an exceptional activewear product; specialising in athletic performance yet fashionable enough for any setting - from the gym to social events. ATIA offers both high quality and forward design, whilst the accessible price points deliver real value. I want to deliver more than expected and give the wearer more confidence on her personal journey through life.
Best pieces in your collection and why?
The IMPACT tracksuit is very special. It’s crafted from the most soft but structured material. We wanted to create something the wearer would feel comfortable during her busy day but would look smart and put together at the same time. Velvet tape and logo branding elevate the tracksuit for that polished look.
Our FREEDOM Sherpa is a real head turner. The pile is really soft and has a shine to it giving it a luxurious look and feel. I love the way it can be worn different ways with the drawcord waist feature. The high neck and longer length provide extra warmth.
The ACCELERATE TEE is made from 100% organic cotton and is super soft. The mesh panels provide extra breathability and striking design. I love wearing mine with the DIRECTION leggings and the white ULTRA socks for a cool look.
Aspirations for the future of ATIA ATIVE?
One of our company values is POSITIVITY - this is what the brand is born from.
We believe in the power of this and its ability to transform lives that’s why it’s weaved into the fabric of our business. I have experienced the transformative power myself and want to share this with our community and beyond.
I want to build love and respect for our brand.
Business wise: growing regionally, nationally and internationally. Our business model is profit and efficiency oriented, not only growth, and with a fast and flexible connected supply chain we can ensure that ATIA has industry leading financial metrics going forward.
One day, we would love to be seen as the go-to choice for those who look for alternatives to the big sportswear players like Nike, Lululemon and Adidas. They will come to ATIA.
Do you have any advice for budding female entrepreneurs / founders?
Learn about your customer and market and always have them at the forefront of your mind when making decisions.
Cashflow is everything, no matter what stage of business you’re at so always keep an eye on the numbers.
Be prepared to live every day outside your comfort zone but know this is where the magic and learnings happen.
It’s easy to get caught up but remember to look back and reflect and give yourself credit for everything you’ve achieved and are doing.
Have goals but but be flexible on how you get to them. You will come across many obstacles but know that everything is figure-outable.
Be your biggest cheerleader. Have faith in your self and believe in your vision; because only you will see it for some time. Block out any negative noise.
Remember always: I am limitless and anything is possible.
Chelsea Kelly created Love Allura in 2018, which became a thriving business selling renowned activewear brands including PE Nation and Varley.
Alongside this, she went on to become Head of UK Operations and exclusive UK distributor of Australian activewear brand Lilybod, after seeing so much success with the brand through her own company Love Allura.
Years later, she co founded ATIA ACTIVE with Jay Pollard, who was Senior Vice President of Brand Operations at Adidas. He worked at their Head Office in Germany for over 22 years.
After reading her story in The Liverpool Echo, Jay contacted Chelsea and ATIA was born. They drew upon their diverse experiences and the expertise and knowledge they had both gained from being in the industry for many years.
shop ATIA ACTIVE at atiaactive.com
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