TAILORED ATHLETE LTD
Tailored Athlete is a premium menswear brand, designed for those with an athletic physique. They sell both in the UK and internationally, through its own online boutique tailoredathlete.com.
The brand was founded by Harry Simonis, and launched in December 2016 with the help of a Start Up Loan. Harry originally went to Loughborough University to study International Business, however he soon realised university wasn’t for him, so dropped out after a few weeks and started working while formulating his ideas for a new business.
The idea for Tailored Athlete was born out of Harry’s own frustration in finding shirts and trousers that fit a muscular physique. After conducting some market research at local gyms he found he was not alone! Understanding his target customer, and what they want, has been a key factor in the success of the brand.
“Once I realised there was a gap in the market, I wanted to understand the industry and learn how to develop a product. The combination of reading Alison Lewy’s “Design Create Sell” book and attending the Fashion Angel workshops really helped me understand the process of bringing a collection to market.
After trading for just under a year, I received the Start Up Loan which meant I was able to scale the business to a higher level. The Start Up Loan application process itself was very smooth and straightforward. The mentoring that came with it enabled me to make informed decisions as my business adviser was really supportive and answered all my questions . “
The first collection just comprised of 2 styles of shirt in a variety of colours, but as the customer base grew, further investment was needed to develop new products and increase the stock to meet the demand. Having proved the demand was there, Harry secured additional finance and introduced casual tops and jeans to the collection.
Initially Harry had to bootstrap so continued to work and run the business from home, but after the first year he was able to give up his freelance income and work full time in the business. He also realised early on that he couldn’t do everything himself and targeted advertising would be the key to success. He outsourced the logistics, and invested heavily in marketing support & targeted advertising. As a result the business grew 5000% from the first year to the second year, enabling him to move to a London office and take on an additional full time employee.
“The Start Up Loan and additional support from Fashion Angel has been critical to the success of Tailored Athlete. They helped me scale my dream business and I’ve learnt so much from them. Thank you so much!”
Harry plans to establish Tailored Athlete as the market leader for clothes that are designed to fit an athletic physique, and host pop-up stores in major cities internationally.
Watch this space!