Founded in 2018 by brothers Reiss and Kristian Edgerton, AYBL Group is an e-commerce group comprising two brands: AYBL (a men’s & women’s sportswear company) and BOA (a women’s fashion company). AYBL is a primarily direct-to-consumer sportswear brand that focuses on serving 18–28-year-olds. Headquartered in Redditch, with operations in Europe and North America, the Group has scaled to build two distinct brands through what they describe as “performance-led design, community engagement and a relentless focus on customer experience”.