Gymshark and the new value equation

Gymshark, the sports clothing brand, has become one of the fastest-growing companies in the UK by using a DTC model.

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.

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