Maximise Fashion: The Boudavida Brand

Boudavida’s first collection of activewear was launched in 2016, by founder Anabel Sexton and her daughter Gaby. Inspired by the legend of Boudicca, Queen of the Iceni tribe – a strong and active woman who wouldn’t take no for an answer – the name ‘Boudavida’ was created as a way of encapsulating that female strength of character with the notion of living a healthy life.

Anabel and Gaby wanted to create a line of activewear that would give back to the women that wore their gym kit. They realised that there was a problem with sports apparel brands that manufacture and sell gym kit to women, and then endeavour to sponsor and promote mostly male athletes.

They found that this was creating a vicious circle that doesn’t favour talented women and girls or enable them to continue with sport through funding and media exposure. Why not, then, create a business that would not only make great sportswear, but would also support and empower female athletes and women as well as encourage all females to exercise?

Boudavida was born with a mission to change the vicious circle into a virtuous circle. They want to ensure that money from the sale of women’s products goes directly back into women’s sport and exercise. The ultimate aim is to help create role models and communities of women and girls who believe, as they do, that sport and exercise is a vital part of living a healthy, happy life.

In short, this will create a cycle of funding that supports women and girls who will one day inspire the next generation of women and girls to get active.

By donating 5% of each sale to projects that support women’s and girl’s sport, Boudavida hopes to change the world – one pair of leggings at a time!

“This Girl Can!”

Anabel Sexton is the founder and CEO of Boudavida, and her vision is a world where all women and girls can feel that sport is a natural pathway for them. Anabel is passionate about sport and all its benefits for us women! Her corporate background is in marketing - including roles with IMG, TaylorMade and Adidas. She has held non-executive roles with The Sport & Recreation Alliance, England Netball and the The England Golf Partnership. She was previously a panel expert for Sport England on their Active Women Funding Round and Anabel is a huge supporter of the “This Girl Can” campaign.

Having supported her children, Freddie and Gaby, through the teenage years, Anabel decided that it was the right time to launch her own company and Boudavida was born.

“I wanted to create a range of activewear that can be worn for a variety of sports activities. I especially love the new fashion focus that has become such an appealing part of yoga and gym kit, and want to apply it to all sportswear.

My favourite item from the latest collection is the ‘Spark’ water resistant jacket. We created it to be made from a stretchy fabric, with sealed seams, so that you can run or exercise easily in the outdoor elements and remain dry and comfortable.

We sourced a unique water resistant material just for this item and I’ve not found anything as comfortable! It’s extremely lightweight and stretchy, meaning it’s not restrictive at all and gives plenty of room for movement while I’m exercising. I can also pack it away easily – it’s great for travelling!

We have plans to expand into various sports – both individual and team – and into a greater size breakdown, ultimately creating kit for every woman, whatever they want to do.”

The New Autumn / Winter Collection – The Adventure

This season’s new range of activewear by Boudavida was brought to life after an inspirational trip to Wales, and to the rolling hills and dramatic coastline of Pembrokeshire.

With jagged, rocky outcrops, sweeping coastlines with teal and turquoise ocean colours and lush leafy plants and shade, Pembrokeshire proved to be an ideal spot for inspiring the new collection. The angular and striking zig zag print started as inspiration from the jagged coastal rock edges, and the unique leaf print from greenery and foliage surrounding this recognisable coastline.

The latest activewear range uses a mix of colours that will suit any skin tone – with bright shades of orange or vivid petrol blue, to deep plum and classic black, grey and white. All Boudavida sportswear is designed to be effortlessly layered making it easy for you to cool off or warm up, adding or removing layers as needed and always looking your best.

The Boudavida 10k in Windsor

“At present we are excited about our sponsored annual 10k race in Windsor. This run (walk or jog!) brings together women from a range of backgrounds and capabilities, from seasoned athletes to charity runners to first timers. It is all about getting out and having a go”, says Anabel.

Anabel says, “What I love most about the event is the way in which it brings women together. It’s a hugely supportive atmosphere with women encouraging and empowering each other all along the race course. I love coming back to Windsor every September to meet race-goers, and be able to part of this supportive community.”

The Boudavida Windsor 10k takes place on the 23rd of September this year in the stunning Great Park.

Boudavida is a small, but fast growing company

Sales Manager Anna Tait has been there from the launch in 2016 and has worked closely with Anabel to grow and develop the brand ever since.

“Of course creating an activewear brand is not all about designing and manufacturing, but all the other numerous business activities that go with it. We are learning a huge amount on our journey! The big question for us was “How do you get an unknown brand talked about and trusted?” We have used a PR company which has been invaluable in helping to give us profile and have had some great features in the media. We also have also been identifying influencers and growing our social media.

We sell through our own website and have also been approached by some retailers - both on and offline - who like what we do and have asked to stock Boudavida. This has been really exciting, along with the positive customer feedback we have been getting. In particular the high quality and style of our clothes have been admired. We do feel very protective about the brand – it is our baby!

Networking has been a great way to spread the word and raise profile and we have been touched by the support that we have been given by other women. It is fabulous to be part of the Bath branch of the Women’s Business Club, an amazingly supportive community. We have been given so many introductions and sage advice. Natasha (fabulous stylist and the group leader) even went out of her way on her holiday to write a fantastic blog about Boudavida.

We are always interested in learning about new retailers or influencers in activewear as we are planning to build on our outlets this year.”

To find out more about the Boudavida story or to get in touch, head to www.boudavida.com