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About Activeinstyle

Who we are…

ActiveinStyle is the UK and Europe’s leading online retailer of fashionable fitness and lifestyle apparel. Selling a carefully selected edit of activewear labels from around the world, we offer a mix of sport, performance and fashion pieces that we term ‘fit fashion’. Receiving new collections of stock each week we aim to inspire and motivate women to be active, and to be active in style.


Where we’ve come from…

ActiveinStyle was founded by Caroline Lucey in January 2013. It was the first site to identify the trend for fitness fashion and understand the need for fashionable yet functional activewear in the UK.

After many years working in the London fashion and journalism scene, Caroline moved to Australia and worked for the iconic Australian activewear brand Lorna Jane as their PR & Communications Manager. Upon returning to the UK in June 2012, she quickly noticed the lack of stylish sportswear available in the UK market and began importing Lorna Jane; selling it through gyms and trunk shows.

In January 2013, went live and provided a much-needed platform to sell Lorna Jane within the UK and Europe.

Having exclusively launched Lorna Jane into the UK, it was time for ActiveinStyle to expand its offering. Activewear brands were popping up around the world; producing stylish, high performance active pieces in fashion forward prints and technical fabrics. Caroline soon added multiple labels to ActiveinStyle & was responsible for exclusively launching brands such as Vie Active, Pilot Athletic, Nimble & Running Bare in to the UK market.

Since then, ActiveinStyle has continuously added new & established, unique & exciting labels from around the world securing it as a go to destination for fashionable activewear.


What we are known for…

-       exclusively launching the world’s biggest activewear labels into the UK market

-       setting trends in fitness fashion

-       offering style & performance active pieces

-       a diverse offering of activewear labels from around the world

-       a must-visit destination for athletes, fitness professionals, celebrities & most importantly the everyday girl

-       the first to stock brands that soon became leaders in activewear

-       the freshest shopping experience; our sporty sisters will wow you with their styling tips and service


What we love…

-       our customers – we want you to experience the ultimate shopping experience, with the fastest possible delivery, gift box packaging and regular free giveaways

-       feedback – we want to know how much you love your purchase, how inspired you are to be active and we never get tired of seeing your ‘selfies’ and posts on Facebook, Instagram & Twitter

-       fit fashion – we believe style does not need to be compromised just because you are working out. Our active wardrobe is as important as our fashion wardrobe and we love seeking out new labels to stock alongside our existing ones


Who is the ActiveinStyle girl…

She is a doer, a dreamer, a believer. She has a passion for life, works hard, makes time for friends and family, and wants to lead a healthy and active life. She loves to workout but balances discipline with cheat day treats. She is an on the go girl with a fast-paced lifestyle who works hard to fit exercise in to her busy schedule. She wants an active wardrobe of versatile, easy to wear pieces that perform during the toughest workouts while supporting and flattering her body. Quality, design and style are key; she wants to be unique, inspiring & motivating to others.


Where we're going...

ActiveinStyle will continue to expand & develop, seeking out new labels and innovation to ensure we bring our customers the world’s best activewear and experience possible. Our mobile site has just gone live and we will be offering a 3 hour delivery option for our central London customers soon.