Adanola launches with Harrods as sales surge, will also focus on US

And at the same time as announcing its Harrods debut, the company also highlighted the fast growth it’s been seeing in its 2022/23 financial year.

It’s reported a 311% rise in gross sales and has seen its active customer database rising by 250%. The business has grown its headcount from 32 people a year ago to 87 now. And the last year has also seen “two sell-out collaborations” (one with Hans Schonberg and another with Pernille Teisbaek), while it has partnered with retailer Bandier in the US as well as that Harrods move.

The brand emerged from the thriving Manchester fashion scene after being founded in 2015 by Hyrum Cook, who’s also its CEO.

Benefiting from a number of high-profile influencer fans and regularly seeing waiting lists and sell-outs, it’s known for its ADA Hoodie and Ultimate Black Leggings. The latter is its best-selling product with a monthly sales increase of over 190% across the last six months, averaging 16 pairs sold every hour, the company said.

For the current financial year, the firm hasn’t issued an estimate of sales expectations but said it will “continue its digital capabilities, further grow its retail partner portfolio while incepting its international expansion plans with a focus on the US market. In the UK, the brand aims to achieve a 60% new customer acquisition rate whilst continuing to serve returning customers through the launch of a new loyalty programme”.