Global athletic apparel performance brand 2XU has elected to cement its North American hub in Santa Monica.
The Australian company, known for its graduated compression apparel, has chosen the city near Los Angeles for its American headquarters to grow the North American market. The headquarters is located at 2016 Broadway, in Santa Monica.
In April the company opened a new store at 10250 Santa Monica Boulevard, bringing its total store count to three. The other two are in Newport Beach and San Clemente. The new store is set up so athletes, fitness fanatics and weekend warriors have the opportunity to “experience” the brand’s compression technology.
The brand’s compression apparel has a special focus on technology designed for high intensity interval training and endurance sports. It is designed to protect muscles to help reduce damage and fatigue, as well as increase blood circulation and remove blood lactate from muscles for a speedier recovery. Brand enthusiasts include professional athletes and Hollywood celebrities. The company said that over 80 percent of NBA and NFL teams buy and wear 2Xu compression garments.
According to Brian Anderson, interim U.S. president, “We chose the Los Angeles market for our North American headquarters because the community is active, fit and always on the leading edge of the hottest trends.” He noted that many locals are into “running, high-intensity fitness and numerous other sports.”
In addition to the new store and now headquarters, the company this year has expanded its U.S. team through the hiring of a dozen new employees, and plans to add 11 more staff members.
“Over my eight-month stint as interim U.S. president, we have made huge strides in honing our consumer focus, instituting high-growth strategies and building a killer new team. The move to Santa Monica fuels further growth and expansion,” Anderson said.
Kyle Martin, director of brand marketing and communications, noted the company’s mission statement is to “Multiply Human Performance,” adding that the company recognizes that the “modern fitness movement stands for more than solo trips to the gym. It’s social, energized, fun and about increasing quality of life.”
The compression product line includes tights, shorts, tops, socks and jackets, among other items.
The company has had private equity firm L Catterton as an investor since 2013.