A Welsh women's outdoor wear brand is embarking on an ambitious growth strategy targeting a near quadrupling of its revenues to £20 million over the next three years.
From Humble Beginnings to Ambitious Targets
Founded in 2016 by husband-and-wife team Kasia and Joe Bromley, ACAI Outdoorwear has its headquarters in Deeside. The company was born from Polish-born Kasia's frustration with the outdoor industry's 'shrink it and pink it' approach to designing for women. The brand's journey began when she tore up a pair of £5 charity shop jeans to create its first sewing pattern.
That initial design evolved into the company's best-selling skinny outdoor trousers, with more than 50,000 pairs sold to date. From these modest origins, ACAI has grown to generate annual sales of £5.5 million.
A Strategic Shift and International Ambitions
The brand's aggressive growth plan involves a significant transformation. ACAI will expand its product range beyond its core legwear to include outerwear jackets, tops, mid-layers, and accessories.
Crucially, the company is setting its sights beyond the UK market. Europe and North America have been identified as key growth territories, capitalising on their deeply embedded outdoor cultures.
To support this expansion, the business is strengthening its team. Currently employing 20 people, ACAI plans to grow its operational team in 2026. The company will also welcome Beth Malkin as its new Managing Director in January. Malkin brings extensive e-commerce and retail merchandising experience from her time at Arcadia and the Hut Group.
Founder's Vision and Market Confidence
Kasia Bromley, who once interned at Alexander McQueen and helped create Sarah Burton's iconic butterfly dress, brings a unique fashion pedigree to the outdoor sector. She grew disillusioned with high fashion and twice turned down offers from Max Mara before joining a UK cycling brand, which ultimately led to the creation of ACAI.
"We're on an exciting trajectory," Ms Bromley stated. "We started with brilliant momentum achieving 100% year-on-year growth in our early years, and while we've had a slower period more recently, we're firmly back on track."
She emphasised that the £20 million turnover target within three years is not just about bigger numbers. "We're transforming ACAI from a specialist legwear brand into the go-to destination for complete outdoor wear for women."
The company sells through its own online platform and in retail partners including Cotswold Outdoors and Snow + Rock. In the short term, the team is focused on the crucial Black Friday trading period, which provides valuable insights into customer preferences.
