AYBL Group
AYBL Group's Overview
AYBL Group is the operational and strategic entity behind AYBL (an acronym for 'Be You, Be Limitless'), a fast-growing, UK-based direct-to-consumer e-commerce brand specializing in stylish, high-performance, and affordable fitness apparel and accessories. Launched in 2018 by co-founders Lewis Morgan and Reiss Edgerton, AYBL has cultivated a strong global community by focusing on inclusivity, female empowerment, and quality design. The company leverages social media and influencer marketing to connect with its audience, offering a wide range of activewear that aims to make individuals feel confident and motivated in their fitness journeys and everyday lives. AYBL Group manages brand development, product innovation, global logistics, and customer experience for the AYBL brand.
Where is AYBL Group's Headquarters?
HQ Function
The headquarters serves as the central command for AYBL Group's global operations, encompassing product design and development, brand strategy, marketing, e-commerce management, customer relations, financial operations, and coordination of its international supply chain and distribution networks.
Notable Features:
The AYBL HQ is located in Onyx, a modern business park featuring contemporary industrial and office units. This provides a scalable and efficient environment suitable for a rapidly growing e-commerce business, likely combining office space with areas for product quality control or sample management.
Work Culture:
AYBL Group fosters a dynamic, entrepreneurial, and collaborative work culture. Reflecting its brand ethos, the environment is likely energetic and fast-paced, with a strong emphasis on innovation, customer focus, teamwork, and a passion for fitness and fashion. The company values creativity and a 'can-do' attitude as it continues to scale.
HQ Significance:
The Redditch headquarters is pivotal as the birthplace and operational core of the AYBL brand. It's where key strategic decisions are made, driving the brand's rapid growth and global market penetration. Its UK location is also significant for its initial market development and talent acquisition.
Values Reflected in HQ: The choice of a modern, scalable, and efficient headquarters likely reflects AYBL Group's values of ambition, growth, operational excellence, and its identity as a forward-thinking, digitally-native brand.
Location:
AYBL Group has cultivated a strong global presence primarily through its AYBL brand's e-commerce platform, which ships to customers in over 160 countries. While headquartered in the UK, the company actively supports its international customer base with localized online shopping experiences for key regions (e.g., US, EU, AU, CA, ROW sites), targeted digital marketing, and a distributed logistics network, including fulfillment centers in the UK, USA, and Europe. This global operational footprint enables AYBL to efficiently serve its rapidly expanding community of fitness enthusiasts worldwide.
Street Address:
Unit 3, Onyx, Acres Hill
City:
Redditch
State/Province:
Worcestershire
Country:
United Kingdom
AYBL Group's Global Presence
Key International Markets (e.g., USA, EU, Australia)
Address: Specific addresses for distribution centers or fulfillment partners are generally not publicly disclosed for operational reasons.
To support AYBL's global e-commerce strategy by reducing shipping times, minimizing logistics costs for international customers, and enhancing the overall customer experience by having products closer to end-consumers in major markets like North America, Europe, and Oceania.
Buying Intent Signals for AYBL Group
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Executive Team of AYBL Group
As of April 2025, AYBL Group' leadership includes:
Investors of AYBL Group
AYBL Group has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
AYBL Group has made strategic additions to its executive leadership over the past 12-18 months, appointing a Chief Operating Officer and a Chief Financial Officer to bolster its operational capabilities and financial stewardship during a period of significant growth. No major executive departures have been publicly announced in the recent period.
New Appointments:
Technology (Tech Stack) used by AYBL Group
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AYBL Group Email Formats and Examples
AYBL Group, for its brand AYBL, likely utilizes standard professional email address formats for its employees. The most common patterns usually involve combinations of an employee's first name and last name followed by the company domain.
Common email formats for AYBL Group (domain @beaybl.com) are likely [firstname].[lastname]@beaybl.com or [firstinitial][lastname]@beaybl.com.
Format
lewis.morgan@beaybl.com
Example
80%
Success rate
News and media
The Sunday Times / Alantra Fast Track • October 5, 2023
AYBL Ranks 2nd in The Sunday Times 100 Fastest-Growing Private Companies
AYBL was recognized as the second fastest-growing private company in the UK by The Sunday Times 100, showcasing its remarkable revenue growth and expansion in the competitive activewear market....more
Forbes • April 6, 2023
AYBL Co-Founders Lewis Morgan and Reiss Edgerton Featured in Forbes 30 Under 30 Europe 2023
Lewis Morgan and Reiss Edgerton, co-founders of AYBL, were named in the Forbes 30 Under 30 Europe list for Retail & Ecommerce, acknowledging their entrepreneurial success in building the rapidly scaling fitness apparel brand....more
Business Wire • November 9, 2021
AYBL Secures Investment From Bluegem Capital Partners to Accelerate Global Growth
AYBL announced a significant investment from Bluegem Capital Partners, a consumer-focused private equity firm. The funding is aimed at accelerating AYBL's global expansion, enhancing product development, and growing its team....more
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