Former Sportsgirl buyer turned entrepreneur Charlotte Grigg has bought out her partner in 213 Apparel.
The buyout follows a three-year partnership, with the fitness label rebranded to The Happy People Co.
Grigg told Ragtrader the split was “amicable” and the brand will continue its core positioning, while expanding outside of yoga apparel.
“Our t-shirts, our happy tops are so crucial to the brand that I have kept them.
“There are elements I have kept but I have also extended the range into more tracksuits and knitwear as well.”
Grigg said quality, fabrication and exclusive prints set the brand apart from other fitness and yoga labels.
“Our quality is a rayon lycra, so it is more of a jersey base and that's where I haven't wanted to compete with Lululemon, P.E Nation and all those other people.
“We don't use poly, everything is [made from] natural fibres.
“We work with amazing graphic designers to ensure our prints are always on point and in line with our ethos.
"I think our prints really do stand out. It has been a conscious effort not to use black that much but there's always a token black piece – for us navy is our black."
She also plans to maintain price points, with most items retailing from $49.95 to $99.95.
“I want to be accessible and I think that is where we have had success because you get a pair of leggings and a t-shirt or a [pair of] leggings and a crop top for $150 and under, instead of just paying $150 for a pair of leggings.”
Griggs said the brand will focus on eCommerce sales, as well as search for a sales agent to assist in stockist growth.
Prior to the buyout, 213 Apparel managed wholesale orders in-house.
Social media collaborations and digital marketing will also be at the heart of its strategy to increase its presence in the market, Grigg said.
“[Social media] has just been great for us – whether it is Facebook or Instagram, our EDMs, our newsletters.
“We have done events in the past and they been good but I think the social media side for us has been really important.
"With the Happy People Co we can collaborate as part of the strategy - that is really big for us to collaborate with other people."
As well as the garments, support and ethics are at the heart of Grigg's venture with regular team visits to learn about the brand's factory employees and ensure garments are made ethically.
"Our factory is in Bali - we've worked with the same team since the beginning and we're now working with China too, which is exciting to extend our range further.
"It's really important for us to have a close relationship with the factories because without them and their amazing skills, we wouldn't have such a beautiful, great quality range."
The Happy People Co is currently available online but will officially launch its new range in February.