WPR is Willing and AYBL to Lead PR Strategy

Women’s activewear specialist AYBL has appointed Birmingham PR agency WPR to support its ambitious brand plans.

The appointment follows a period of significant growth for the Redditch-based start-up, which was founded in 2018 by brothers Reiss (28) and Kristian (27) Edgerton. In just three years, the business has recorded a turnover of £10.3 million – with a 600% increase in profit in the past year.

Reiss said: “Despite challenges posed by the pandemic, we’ve been able to oversee significant expansion of the AYBL brand during 2020-21. We identified a gap in the market for affordable quality and have focused on getting the product and customer experience right.

“We’re building a talented team at AYBL and have big plans for the business’s next chapter. WPR understands our market and we’re happy to bring them on board to support our goals.”

Having already achieving record levels of growth, the brothers have aims to expand the business to £50 million in the next five years by extending the product range, strengthening their team and opening a new head office and operational base.

WPR managing director Jane Ainsworth said: “AYBL is one of the fastest-growing activewear brands on the market, so we’re delighted to be working with them at such an exciting time. Our Midlands consumer PR team has extensive experience across leisure, home and retail markets, working with established and emerging brands to connect with their customers and reach new audiences. We look forward to working with Reiss and Kristian as they build the AYBL brand.”