Freya Active has more than doubled its UK stockist base in the last year as the athleisure movement drives up demand for its sportswear.
Major lingerie retailers including Bravissimo, ASOS and John Lewis have taken on the brand for the first time after seeing a trend for women incorporating sports bras into their everyday attire.
“The sports trend is no longer just about wearing a pair of coloured trainers, women now want feminine yet sporty-inspired clothing that can be worn both inside and outside of the gym, day or night,” Freya head of design Anna Neale told Lingerie Insight.
“Whether they embrace the trend through a sporty crop top or by wearing leggings, so many women have incorporated the luxe or retro sports look into their everyday style.”
Sales of Freya Active at independent stores are also up, according to Neale.
“There has been a demand for both our basic colours as well as our brand new colours. Every season our forecasts for Freya Active are getting bigger and bigger which is really exciting for us to see,” she said.