E-tail basics startup Grana debuts activewear
Hong Kong-based Grana has bowed its first men's and women's activewear lines, under the badge Grana Move.
The online apparel start up, which specialises in affordable basics made from quality fabrics such as Chinese silk from Huzhou or Peruvian Pima cotton, has ventured into stylish workout gear to tap the burgeoning activewear market.
The Grana Move collection reflects Grana's minimalist design, offering gym-basics in Taiwanese high-tech fabrics. By gender, it features eight pieces for women comprised of sports bras, crop tops, tees, shorts and leggings with monochrome colour palette, as well as neutrals.
The five men’s styles include tees, tanks and shorts in shades of blue, black and grey. Prices start at $42 for women, with men's starting at $36.
Grana was started by Luke Grana, an Australian businessman from Sydney. Located in Hong Kong, Grana is now backed by big name investors including BlueBell Group, distributors of luxury brands such as Christian Dior in Asia, and Golden Gate Ventures, a leading backer of start-ups in the region.
In October 2016, the brand secured a $10 million investment from the Alibaba Entrepreneurs Fund -- a venture capital fund owned by China e-commerce giant, Alibaba.
According to bank Morgan Stanley, the global activewear industry could account for $83 billion in sales by 2020. Major market pushers are the U.S. and China, said the bank.
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