There is a three week waiting list for a virtual fitting of Shefit’s bras.
The story of Shefit begins with Sara Moylan. The longtime athlete, bodybuilding champion, rodeo barrel racer and former fitness model was pregnant with her first child when she realized she couldn’t find a bra that would fit her growing bust.
Shefit’s adjustable velcro straps allow the user to modify the level of support. Courtesy Photo Shefit In fact, top-line revenues grew about 300 percent each year — or more than 3,400 percent between August 2016 and August 2019.But when the coronavirus caused the country to socially separate in March, Shefit — like many other fashion brands — was worried. Shefit’s direct-to-consumer model, however, helped position the brand for the future, said Jeffry Aronsson, a Shefit shareholder and retail veteran.
In April, products started selling out. Shefit sold about 80,000 units that month — made up of $78 sports bras and $68 leggings — an increase of 250 percent in sales from March. On many days sales topped more than $200,000. In addition to the brand’s direct-to-consumer model, Moylan said shoppers keep coming back because of Shefit’s unique attributes. A March 2019 study in the International Journal of Exercise Science found that Shefit’s bras cause less breast bounce and motion than sports bras made by activewear giants Adidas, Nike, Under Armour and Moving Comfort.
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