Accent Group Acquires Stylerunner

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By Published On: November 15, 20190 Comments

Accent Group has announced the acquisition of Stylerunner - a leading activewear and lifestyle retailer. Dubbed the 'world's most coveted activewear', Stylerunner entered voluntary administration last month. 

Accent Group’s acquisition involves the rights to the name, trademarks, customers and website. The e-commerce company began in 2012, selling activewear, sneakers, vitamins and supplements. Owners Julie and Sali Stevanja started their journey after noticing a gap in the yoga wear market. Within three years, Stylerunner grew 1736 per cent and became the world’s first online activewear site.

The retailer has a few exclusive brands under its belt including Speedo, Adidas, Stella McCarney and Nike. “When we launched to fill that space, the big players like Nike and Adidas took notice and partnered with us to sell their more directional women’s ranges that were not suitable for existing mid-market sports retailers,” Julie Stevjana said.

In October, Styelrunner entered voluntary administration. What was once valued at $30 million, with a $50 million turnover was then handed to Restructuring Solutions in Sydney along with As Advisory.

According to Accent Group, it plans to heavily invest in ‘innovating the category and customer experience’. Its development in strengthening supplier relationships, building upon current digital, CRM and marketing capabilities and furthering collaborations with Stylerunner’s vertical brands.

“The Stylerunner acquisition represents an exciting opportunity for Accent Group to expand its reach into the growing women’s activewear and wellness market in Australia, and globally,” said Daniel Agostinelli, the CEO of Accent Group. “Activewear is a style trend that isn’t slowing down and we plan to encourage its momentum through strategic moves like this one.”

During the takeover of Accent Group, Stylerunner will honour all returns and gift vouchers issued prior to the sale. Moreover, the entire team at Stylerunner will remain, along with their entitlements. Julie Stevjana will remain the Director of the company and curate the brand.

“We’re ecstatic to be joining Accent Group. Accent brings decades of expertise in selling sportswear at scale, executing physical retail concepts brilliantly and have an award-winning online experience and digital team,” Ms Stevjana explained. “They have a strong team of retail executives and truly invest in their concepts.”

Throughout the course of the acquisition, Accent Group plans to expand the brand through ‘ leveraging its supply chain capabilities’ as well as developing a strategy for brick and mortar stores ‘over time’.

“With Accent Group’s investment and strategic support, we are excited about the future of Stylerunner, and the new initiatives we will be bringing to the women’s sportswear market in the next 12 months and beyond. We have a bit of work ahead of us, but consumers can expect to see improvements including an expanded offering and new brand launches, renewed packaging, sustainability advancements, consumer events, collaborations, as well as brick and mortar stores.”

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