Iconic Australian Activewear Brand Shuts Down After a Decade: What Led to the Closure?

After a decade of operations, Australian fashion brand Exotic Athletica is set to close permanently this week.

The activewear and athleisure company, based in Queensland, entered voluntary administration back in April.

At the time, administrators from SV Partners expressed hope in finding a buyer for the beloved brand, which had its beginnings in 2014, but unfortunately, no successful acquisition emerged.

This week, the Sunshine Coast brand conveyed to its followers via a social media announcement that it would permanently cease operations on Sunday.

“Following 10 incredible years filled with the excitement of leggings, tops, and a whirlwind of activity, we must now say something we never anticipated: Exotica will close its doors on Sunday, November 16th,” the company stated.

“Our mission was to create a brand for adventurous women who embrace every form and size, whether they’re sweating, laughing, crying, or confidently striding. And you truly embodied that spirit,” they added.

“We’ve loved watching you own your bodies, your moves, and your boldness. You made it bigger, louder, and wilder than we ever imagined.⁠

“To our creators, our ride-or-die customers, and our team of absolute legends: thank you for every story, every post, every cheer, every ‘yes you can’. You made Exotica unforgettable.⁠“

The brand is still operating until then and hoping to move as much of the remaining stock as possible over the next few days, with items discounted by 70 per cent.

“Because darling, if we’re going out… we’re going out sassy, sweaty, and unforgettable,” the brand said.⁠

The business was launched by Leilani Chandler, who “became inspired by Brazil’s fitness fashion culture, their celebration of feminine curves and bold designs that encourage women to express themselves”, according to the company’s website.

The brand became a hit, with Chandler once telling media that sales of one particular $49.99 top online between April 2020 and April 2021, earned her $7 million.

However, things took a turn over the past few years SV Partners said in their May announcement of voluntary administration.

“In recent years, Exotic Athletica has faced significant challenges, such as changes in senior management and increased operational expenses,” the statement said.

SV Partners have been contacted.