Since the 1960s, leggings have been a popular choice for women. They draw inspiration from the world of dance. Leggings became a popular trend during the aerobics era and as the 70s began to pick up, so did leggings. Jamie Lee Curtis, John Travolta, and John Travolta were the stars of the 1985 romance-drama. Perfect? However, around the beginning of the 2000s and most definitely a decade after the start of the new millennia a lot of women began to wear leggings again as if they were every day pants. Marguerite Adzick was a founder of Addison BayAfter noticing women wearing leggings outside of the gym, Adzick decided to take action. Adzick saw a niche and set about building a brand that would appeal to women looking for the perfect athleisure wear.
“Prior to launching Addison Bay, I attended The University of Virginia, where I played Division I lacrosse. After my time as a college athlete, I entered the fashion industry and began working for Lilly Pullitzer. For seven years, I was part of the marketing team. While living in Center City Philadelphia, I noticed women walking around the city and frequenting popular restaurants…in leggings. It was clear to me that busy women like myself were looking for activewear that could be worn anywhere. I found one that could be worn to school, work, home, or with our children. Addison Bay was launched in September 2018 after I recognized the need for stylish activewear that could be worn from 7 am to 7 pm. I resigned from a job that I loved – at six months pregnant – to start Addison Bay, with the idea that elevated activewear would become the everyday wardrobe and we could provide consumers with more stylish options. It’s been four years and we are really hitting our stride. Now, it’s my job to take Addison Bay from good to great,” shares Adzick.
When Addison Bay was launched in 2018, the brand began to resonate with women, accounting for 97% of the brand’s assortment, notes the House. The name has a very New England ring to it but it’s very much a Midatlantic brand with a name that’s personal to Adzick. “I was living on Addison Street in Philadelphia during the inception of Addison Bay – staying up late at my kitchen counter writing the business plan and building the early stages of the company. Bay comes from swimming in the bay of Avalon, NJ during my childhood, invoking an active lifestyle.”
Adzick began his startup journey a few years before the pandemic. “I’d be remiss to not acknowledge that startup life can be a real rollercoaster – the highs feel so high and the lows are the lowest of the lows. I’ve learned that putting the blinders on and staying focused on building a strong brand with a clear point of view is the most important piece of this journey.” But she must be doing something right. Addison Bay, one of three Philadelphia-based companies to receive a grant through the JVS Philadelphia Fund for Women. It continues to grow at a rate exceeding 100% year over year in Net sales.I believed that there was an opportunity to design an assortment of polished activewear that could
The aesthetic is what she calls ‘elevated activewear.’ There’s something for the golfer, the tennis player, the student, and the overall active woman. Addison Bay is versatile enough to be worn anywhere, from the golf course to a lunch meeting to home or out running errands. These pieces can be worn all day. “We make it easier to get dressed every day by offering the modern wardrobe for the modern woman. For polished activewear, our designs incorporate perfectly placed stripes, high-quality fabrics, and elevated details. We’ve taken our own experiences as on-the-go women to develop the everyday wardrobe – designed to take you from 7am to 7pm,” says Adzick.
Even in 2018, activewear brands such as Lululemon, L.L. Bean were available on the market. Bean, Patagonia, and Lululemon were just some of the activewear brands that were available in 2018. But Adzick wasn’t seeing all day activewear. Adzick saw a niche she could serve. “When researching the market in 2017, I noticed that activewear was being worn far beyond the gym and realized that fashion forward didn’t have to mean less function. There was an opportunity to create a range of stylish activewear that could be worn at all times of the day. Enter: Addison Bay.”
Before the pandemic, we could see that women were shifting towards athleisure. “Comfort and fashion are not mutually exclusive and women want to be functional without sacrificing style,” states Adzick. Addison Bay and other brands are promoting fashionable yet practical fashion that women will love, as they know women are always on the move. “I spend my mornings getting two kids ready for school, off to school drop off, on to the office, back home with my kids, on to the night routine – the day is packed. I Not required To be functional for every part of my busy day, I am still care About how I look. Addison Bay felt like the perfect solution for myself, and so many women like me.”
The brand boasted a 300% increase in its consumer base year-on-year. At the start of 2020, when the pandemic was raging, the brand exceeded all projections, showing strong profitability. Allied Market Research for 2020 predicted that the Global Athleisure Market The current value of the property is $163.7million. It will be worth $257.1 million in 2021.
“In the beginning of the pandemic, there was a sense of panic that froze consumers from spending in general, which we felt right away. Once most people settled into the ‘new norm’ of working from home and living a more casual lifestyle, we definitely felt lucky to be in the activewear retail category. Had we been selling expensive Ready-to-Wear dresses or accessories, I think Covid would’ve been more challenging, especially for a business in our relatively new life cycle,” says Adzick.
The Fall collection This dress is stunning and very collegiate-retro. The Swing Dress retails for $178 in black or white. The skirt is sporty and athletic with a high-cut sweatshirt at the top. It’s a style that hold from morning to evening. Everyday Crewnews has a signature Everyday Crewnews color: Heather Camel, Peony, Heather Camel, and a variety of other colors. The RaRa Rugy is filled with different stripe colors, giving it an academic feel.
“The collection features classic designs with a modern edge. You will find all your Addison Bay favorite colors in stylish, new colorways, including geometric prints and rugby stripes. This season’s styles are both classic and fresh at the same time. Addison Bay is a great example of how varsity style can be interpreted. With a contrast collar and sleeves, exposed chunky white zipper and color-blocked strips, we gave the classic rugby silhouette a unique and distinctive look. This season is all about merging new colors, prints, and styles with Addison Bay’s amazing core collection,” shares Adzick.
This collection includes lifestyle pieces and is the brand’s largest. “I’m extremely proud of the amazing team behind this collection and excited to launch the second Fall delivery in October, followed by the Resort 2022 Collection,” muses Adzick.
The brand has had success in the past four years. It opened its first brick-and-mortar store in Avalon (New Jersey) last year during the pandemic. This was a successful first year. And, this month they opened their second brick and mortar store in Philadelphia’s famed Suburban Square Shopping Center. “The store opening generated tons of excitement with a line of customers around the block waiting to get in on opening day. Addison Bay wouldn’t be where it is today without the support from the Philly community and it was a special moment to be able to open our Philly store right after our 4th anniversary!”
“I wake up excited to go to work every day – I’m committed to this company and my incredible team and look forward to seeing how much farther we can grow in the next few years,” states Adzick. Addison Bay can be found at both their boutiques and at national retailers such as Saks Fifth Avenue.