Every Second Counts, London based activewear brand, has completed a £1 million investment round to fund the next stage of growth in the UK and overseas.

Singapore’s sports retailer, Triple Pte Ltd, has acquired a strategic minority stake in the sports athleisure apparel brand in return for a £1m fund injection and its commitment to grow the brand’s distribution in Asia.

Every Second Counts launched in 2014 by ex-magazine fashion director Sally Dixon and counts the likes of Matches Fashion and Rocco Forte hotels as its customers. Sally, a self-confessed fitness enthusiast and qualified Pilates instructor, sought to create a brand that would appeal to time-constrained, fashion-conscious men and women. Merging the boundaries of sportswear, leisurewear and ready-to-wear, ‘Every Second Counts’ holds the ability to appeal to a broad age range with its contemporary collections. Flattering and well thought out designs suit a variety of body styles, inspiring both men and women alike to look and feel good before they even step in the gym.

Sally Dixon, Founder and Creative Director on her inspiration behind the brand: “Every Second Counts is designed with both the first-time gym goer and the fitness fanatic in mind. These days it’s a challenge to juggle a busy life and maintain a healthy lifestyle, whether measuring split times for a half marathon or rushing to Pilates before picking the kids up from school… every second counts.

“Since we launched in early 2014, we’ve seen a fantastic response from customers to our offering of stylish and practical activewear pieces,” commented Sally. “This investment will allow us to significantly expand our range and the number of collections we produce each year, offering regular new lines and a much wider selection of activewear to both our retail and wholesale customers.”

Following the completion of the deal, Triple Fit will also be the exclusive distributor of the brand in Asia. Established in 2013, Triple’s distribution network covers all key markets in Southeast Asia through a combination of 30 own retail stores as well as shop-in-shop and multi-brand wholesale executions

“We are particularly excited to be working with Triple as our distribution partner in Asia. Triple’s local market and industry knowledge gained as the distributor of five premium brands in the region for the past 4 years, will serve as a great launchpad for our brand across Asia” explained Every Second Counts Chief Executive, Victoria Lazariuk.

“Additionally, Triple’s contacts with the state of the art local activewear manufacturing facilities will enable us to explore outsourcing opportunities in Asia, thus significantly lowering cost per unit without compromising the trademark quality of garments that our customers have come to expect and love.”

Commenting on the deal, Triple’s CEO Michael Binger, said: “We see the incredible growth potential of the ‘Every Second Counts’ brand in Asia due to its unique design language, brand personality, and the continuous growth of the athleisure trend. Our role will be to assist in driving the Asian distribution of the brand, both through brick and mortar presence as well as the digital landscape.

“We are extremely excited about this announcement as it will see both Triple Pte Ltd and ‘Every Second Counts’ complement each company’s strengths – the branding, design, and creation of ‘Every Second Counts’ and Triple’s strength in distribution in Asia.” he added.

International law firm, Hill Dickinson acted on behalf of Every Second Counts with a team led by corporate partner, Jonathan Gillow.

Commenting on the deal, Jonathan Gillow said: “Sally and her team have built a really attractive, successful business which has grown exponentially from a standing start and has proved as a really attractive proposition internationally. We are delighted to have assisted with the transaction.”