VIE ACTIVE’S U.S. PUSH: Australian women’s ath-leisure brand Vie Active is now a permanent fixture on Abbott Kinney Boulevard in Venice, Calif.
The Vie Active pop-up was originally slated to end its run in February. It’s the first store for Vie Active, which up until now has been sold direct through its website in addition to retailers such as fitness fashion e-tailer Carbon38 and Equinox gyms.
“We wanted to test the water and test the response to the brand, and the market response has been phenomenal,” said co-owner Noa Ries, who started Vie Active last year with her husband Bryan Ries.
The line ranges from $80 sports bras to $215 merino blend jackets.
The company plans next year to open a store in Australia along with another in Los Angeles, where the company will eventually relocate its headquarters.
Vie Active entered the U.S. market in July via a U.S. version of its web store.
The location on Abbott Kinney made sense for the Vie Active brand, which targets health-conscious, active women.
“We really felt that L.A. is at the forefront of innovation of the health and wellness industry,” she said. “Venice is kind of the big sister of Bondi.”
Vie Active reported revenue of $100,000 in 2013 and is on track to close this year—its first full year in business—at close to $1 million. It’s projecting 2015 revenue between $2.5 million and $3 million.
The company’s sales are about evenly split between wholesale and direct with most of the direct business generated through its website.
Vie Active hasn’t invested in any advertising and has so far relied on word of mouth, social media and offering interviews and other lifestyle content via its blog.
Noa, a formal personal trainer who designed the line around her own needs for workout gear functional enough for all-day use, sees a fit for Vie Active in the competitive ath-leisure segment.
“In relation to the market, which is quite competitive, our brand is in a space of its own because we truly do fuse style and performance and our brand is affordable luxury…. We’re at the top end of the mid-market.”