Sep 29, 2020
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Acai launches new brand identity following record results

Sep 29, 2020

Acai, the women’s outdoor brand best known for its slim fit hiking trousers, is rebranding to Acai Outdoorwear and launching its largest collection to date.

Acai Outdoorwear

The brand said the new identity reflects “the natural evolvement” of the business and emphasises its focus on outdoor clothing. 

In addition to the new name, the reband includes a new logo, website and branded social media platforms. 

Brand co-founder and creative director Kasia Bromley, said: “We don’t believe that style should be a barrier to embracing the outdoors and are committed to delivering a collection that supports women in achieving whatever challenges they set.

“This ethos has informed the aesthetic of our rebrand, with a new sleek logo and emblem inspired by the mountains we love. The colour palette is informed by our surroundings in the outdoors with a peach highlight, a reclamation of the colour women were once forced to choose when selecting their outdoorwear and the colour which inspired the brand to take action against the pigeon-holing of women in the outdoor arena.”

The new brand image comes as the premium women’s brand announced record revenues for the six months to August 2020. Sales increased by 98% in the first half of the year, while profits surged 97% year-on-year to £463,000. The boost was aided by the closure of physical stores during lockdown, the online retailer said.

“These are exceptional results that see Acai Outdoorwear well on track to achieve and exceed our 2020 business targets,” commented co-founder and managing director Joe Bromley.

“We’re proud to be investing in Acai Outdoorwear with an expanding team, new collection and, in the coming weeks, a move to new and larger premises. Whilst the environment remains uncertain, we remain confident of the opportunities for sustained significant growth.”

Acai Outdoorwear brand is also growing its product portfolio and making its first foray into women’s upper mid-layers. New products include casual stroll trousers, capri leggings, outdoor jeans, accessories and a mid-layer sweatshirt.

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