Basic clothes are not part of the portfolio of Live!, the clothing company from Jaraguá do Sul (SC) dedicated to the fitness universe that was born from a dream of the couple Joice and Gabriel Sens, in 2002. With two decades of history in the production of clothes for sports activities — from yoga to beach tennis — in addition to beach and casual wear, the brand has gained a strong fan base by closely following trends in the fashion world. Today, the company is one of the leading companies in the sector, with the capacity to produce 5 million pieces per year. It not only designs, manufactures and sells clothing aimed at training and well-being, but is also a pioneer in the segment called athleisure, a combination of the English words athletic and leisure. With 1,400 employees and forecast to earn BRL 330 million this year, approximately 50% above the 2021 result, Live! wants to gain muscle by expanding its product line and its network of physical stores. Breaking records is a consequence.
Installed in Jaraguá do Sul, a municipality in northern Santa Catarina that has become a reference for having a diversified industrial hub, with emphasis on the textile and metalworking sector (it is the birthplace of the WEG electric motor factory), Live! received investments of around R$ 90 million in the last two years. The value made it possible to expand, reformulate and modernize the plant. With vertical production, the brand produces its pieces from the thread and creates collections based on the work of an internal team of stylists. The advantage of this model, according to the partners, is to add more style and sophistication to a clothing niche that has grown robustly. Data from the market intelligence company Iemi point out that in 2021 the production of beachwear and sportswear grew 9.8% in the country, compared to the previous period. Last year alone, more than 900 million pieces of the two segments were sold on the national market, more than four times the total Brazilian population.
A rising trend is precisely athleisure, which in practice combines classic elements of fitness fashion with a more casual lifestyle. Interest in clothes with these characteristics increased during the pandemic, with the appreciation of quality of life and comfort in the way of dressing. Proof of this is that people are no longer looking for just casual clothes just to stay at home, but also to go out. And the brands that bet on the concept have performed well.
The Live! started its retail sale only supplying multi-brand stores, a channel that is still relevant for the company. With the maturity of the business, they began to invest in the brand’s stores through franchises. In this movement, the company adapted its range of products, reducing the offer of beachwear items and focusing on fitness and casual wear. In 2018, there were 40 units. This year, the expectation is to reach 210 stores. The goal is 500 within five years. Strategic points, such as the Oscar Freire unit, in São Paulo, have their own operations.
Since its inception, the founders have thought about international expansion. Today the brand has two stores in Miami and one in New York. Even so, exports, which reach 20 countries, represent only 5% of current revenues. The plan is now to expand this share, according to Live!’s CEO, Gabriel Sens. “We are in talks to franchise the brand to large groups that already operate in retail in international markets,” he said.
NEWS The expansion also involves marketing actions, such as the Live! Run, in partnership with XP Inc. Launched this year, the street racing competition had 11 stages. More strategic than just a way to promote the sport, the event plays an important role in disseminating the brand among the male audience. For the creative director, Joice Sens, “the potential is very big”. So much so that since last year the participation of the male segment in the company has doubled. And the expectation, following her, is to double again next year.
The next step will be underwear, with a focus on training panties — a market that is still unexplored, but with potential demand. According to Joice, the novelty comes to complete the offer of parts, ensuring more comfort for customers. At least for now, the idea is not to have a line of underwear. There’s no shortage of breath for Live! It follows strong in the rhythm of its marathon — whose finish line will only be reached when the brand becomes the main one in the segment in the country, as its creators envision.
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