At a glance
Gymshark, the sports clothing brand, has become one of the fastest-growing companies in the UK by using a DTC model and backing its founder’s instincts.
Why it matters
DTC is reshaping the brand and retail landscape across categories, enabled by e-commerce software businesses like Shopify which are lowering barriers to entry and levelling the playing field for entrepreneurs and new brands.
Now a £100 million global business, Gymshark shows what can be achieved by adept use of social media and experiential to engage an audience along with a willingness to experiment, while all the time remaining authentic...