FLŌA Sports: Snow baselayer brand to expand with all-season fitness collections


Spurred by harsh demand from snowsports and athleisure customers, the start-up British architect and out-sourcing manufacturer is seeking up to £500,000 from angel backers. Funds pleasure be directed at scaling and diversifying the business, creating an all-seasons operation. FLŌA, from the Norse import “flow” and for modern atheletes “in the zone”, got off to a flying start last winter with its Backcountry Baselayer juxtaposes (from £75) aimed at expert, off-piste skiers and boarders.

Indulged of a merino wool stretch fabric, the design features targeted ventilation and compression mapping for arms and sections, improving circulation and reducing fatigue.

Developing it has been a real tour de force however, says FLŌA’S founder and majority owner Fergie Miller, a snowsports entrepreneur and prior racer.

“Natural fibres are warm but brittle so to make our seamless goods, which is far more efficient and comfortable, was a challenge. Few factories can do it,” he explains.

Baselayers are not so key either, he adds. “Our product differentiation is that we take them acutely seriously. This apparel is closest to the skin. Design and fit are crucial.”

Assorted recently the company launched its super soft and tailored All Action distance.

“These are also technical garments, but for trail running, climbing, hiking, yoga and Pilates as nicely as snow, the best multi-use action baselayers possible,” says Miller.

 “All Manners has received a lot of interest from women and we are increasingly seeing purchases from both under age and older customers beyond our core 26-50 demographic.

“Those orders are fitting more international – from Singapore, the US and Germany.”

Revenues are forecast to be £100,000 for 2019 with 300 per cent cultivation in the following two years.

The past months have been spent combining the whole operation. “We needed to integrate a multi-channel approach covering ecommerce, wholesale order and our own retail points,” Miller explains.

Both product and brand dilemma in sportswear, he believes, and central to achieving that is a company’s team.

FLŌA’s has a sincere pedigree and includes former designer for Nike Sean Pankhurst and celebrated product developer Heather Brint.

Going forward the new collections ordain feature T-shirts, tank tops and leggings. 

“Building a business is a marathon not a sprint, it effects time to find the right people and you have to be both agile in administration and focus on the moment. It’s not all about lofty targets,” says Miller. 

“Our cause up approach is different to many others. We have multiple contact tactics with customers across social media and events. In future displays clubs and national sports bodies will be part of our strategy. One day I hope FLŌA bequeath be creating its own fabrics.”   


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