Adanola Gains $530M Investment to Accelerate Global Activewear Growth

Adanola, a British women's activewear brand founded in 2015 by Hyrum Cook, has secured a significant minority investment from Los Angeles-based private equity firm Story3 Capital Partners, valuing the company at approximately $530 million. The brand, endorsed by celebrities such as Kendall Jenner and Kaia Gerber, has seen rapid growth, more than doubling its turnover to £57.1 million and increasing pre-tax profits to £18.9 million for the year ending March 2024. Under new CEO Niran Chana, formerly of Gymshark, Adanola plans to leverage this investment to accelerate global expansion, focusing on digital channels and selectively growing its retail presence, including plans for standalone stores. Story3 Capital Partners brings extensive experience in building consumer brands, aiming to support Adanola's sustainable and profitable growth while reinforcing its position as a leader in the active lifestyle market. Adanola operates primarily through a direct-to-consumer model complemented by a selective wholesale network with prestigious partners such as Selfridges, David Jones, Equinox, and Soho House. The strategic partnership marks a major step in Adanola's ambition to become a global activewear leader, combining fashion and function with a disciplined, women's product-first approach.