ACAI Outdoorwear – Sales of thermal clothing have soared further to the latest government announcements, which sees much of the UK instructed not to socialise indoors.
Sales of thermals soar – In the seven days to follow the Prime Minister’s introduction of a tiered lockdown system, the independent womenswear company based in North Wales has processed over 4,000 orders for its Thermal Skinny Outdoor Trousers, legwear that fits and looks like a skinny jean but has all the performance benefits of a traditional outdoor trouser.
And it’s not the more mature customer that’s driving the increase in sales, it’s women aged 25-34, with sales up 350% on 2019. The increase sees ACAI Outdoorwear’s youngest customer the brand’s hottest thermal fan, accounting for 42% of total thermal sales. This is in sharp contrast to the previous year which saw women aged 45 and over the business’s biggest customer.
2020 sales to date are split: women aged 25-34 (42%), 35-44 (33%) and 45 and over (25%).
Such has been the demand for the brand’s Thermal Skinny Outdoor Trousers and wider thermal products including Thermal Seamless Base Layers and Thermal Outdoor Leggings, the leading womenswear company has pulled all advertising of its winter warming clothing whilst it fulfils existing orders.
Sales of thermals soar
A waiting list of over 2000 women is growing by the day with owners of ACAI Outdoorwear having increased production of the revolutionary trousers to realise continued demand. A 3000% increase in orders for the period October 2020 to February 2021 is predicted.
Driving the surge in sales is, believes ACAI Outdoorwear Co-Founder and Creative Director, Kasia Bromley, the rise in people looking to socialise alfresco. Speaking on the results Bromley said:
“As the nation locked down in spring we saw a significant increase in sales as people rediscovered a love of the outdoors. Since news of the latest lockdown restrictions broke however sales of our Thermal Skinny Outdoor Trousers and wider thermal collection have gone through the roof. We’ve had to increase our order five-fold. Whilst we would expect to see an increase in demand for our thermal products at this time of year, last week’s figures far exceeded that of which we have ever before seen, with customers telling us they’re investing in order to be able to spend more time outdoors, not just walking and enjoying the countryside but, where restrictions allow, socialising alfresco with family and friends.”
Statistics compiled by the women’s outdoorwear company further support the belief that people are wrapping up to dine out, with a 59% increase in customers based in major UK cities.
Topping the list of thermal hot spots and accounting for the biggest proportion of city centre sales is London followed by Edinburgh, Bristol, Glasgow and York.
“The beauty of our Thermal Skinny Outdoor Trousers is that no one would know that they are thermal,” added Bromley. “To anyone not in the know, they simply look like a great fitting, premium skinny jean. Our products are designed to combine style and performance and empower women in the outdoors. That has, to date, been time spent by the coast or in the country, but in the current climate that’s now proving to be in alfresco restaurants too!”
Sales of thermals soar – ACAI Outdoorwear’s Thermal Skinny Outdoor Trousers offer multiple technical features including:
- A Teflon coating, which makes them easy to wipe clean after a muddy fall, enthusiastic greeting from a canine friend or wine spill in an alfresco restaurant
- A DWR water repellent, super-soft shell, that promises to keep wearers dry in a shower and dries out in minutes if caught in a torrential downpour.
- A highly breathable and supreme moisture wicking fabric, that draws sweat away from the skin on warmer days or under a heated terrace lamp.
ACAI Outdoorwear was founded after Bromley became frustrated with the industry’s largely “pink and shrink” approach to women’s outdoorwear. The brand’s Skinny Outdoor Trousers have redefined women’s outdoor legwear providing the fit of a skinny jean combined with all the performance benefits of a conventional outdoor trouser.
The business recently reported its strongest year to date with an 138% increase in revenue year-on-year. It has just moved into new larger premises in North Wales as it continues in its next wave of expansion.
Testimonial of Angela Riches – Editor in Chief H&N Magazine Group
As an avid outdoor walker and hiker, I have always struggled to find the perfect trousers that fit well, looked great, were comfortable and stylish and, well simply fit for purpose! They just didn’t seem to exist. That is until I was introduced to Acai. The colours are gorgeous, the fit is perfect and no matter how strenuous the activity, these trousers are like a second skin, moving with me they are hard wearing yet extremely comfortable and practical. I have fallen in love with these trousers and will not wear anything else. Thank goodness I found Acai!