Our latest ‘inside the news’ interview with Soj Jibowu, Founder and CEO at VARLO, explored developments at the new apparel brand.
The discussion covered VARLO’s perspective as a black-owned apparel brand. The brand itself is targeting all groups across the endurance sport community. VARLO also currently has a premium brand positioning; and Soj explained the pricing and customer segmentation approach he has undertaken.
The brand will remain consumer-direct for the time being. Soj noted that VARLO will be widening its product mix to make the brand accessible to as wide a base of athletes as possible.
The discussion also covered the long-term prospects for the endurance sport category – and how endurance sport can come back stronger following its re-set due to Covid-19.
VARLO’s journey began in 2018 with the idea to create top-performance apparel that would aid multisport athletes. The Philadelphia-based company has since grown from that idea to working with a team of designers, textile engineers and manufacturers to get its apparel ready for market.
Launched recently, triathlon & cycling apparel brand VARLO plans to offer high-performance technical wear to both new and experienced athletes alike across the multisport community.
