AJ Activewear, the rebranded powerhouse formerly known as Amazing Jane, is aiming for an impressive milestone this year: £1 million in sales. According to founder Claire, smart stock management and product testing are central to their strategy for hitting this target.

In the latest episode of The Obsessed View, Claire shared how focusing on best sellers, scaling proven products, and continually refining their offerings has allowed AJ Activewear to double their sales year after year. Their journey is a testament to the power of understanding your audience and making data-driven decisions about stock.

Let’s explore how AJ Activewear is leveraging stock management and testing to build a thriving business.

Start with Testing

For AJ Activewear, the first three years were all about experimentation. Claire and her team tested a variety of designs, fabrics, and fits to understand what truly resonated with their customers. This testing period laid the foundation for their current success by identifying what worked and what didn’t.

Why Testing is Key to Growth:

• Customer Insights: Testing helps uncover what customers genuinely want, ensuring your products meet their needs.
• Minimised Risk: Instead of investing heavily in unproven ideas, testing lets you gauge demand before scaling.
• Iterative Improvement: Feedback from testing helps refine products, making them even more appealing.

💡 Claire’s Example: AJ Activewear’s Solsoft leggings, introduced last year, quickly became a bestseller. By experimenting with fabrics and fits, the team was able to create a product that customers raved about, leading to repeat purchases and strong word-of-mouth referrals.

Focus on Best Sellers

After testing comes the crucial step of identifying best sellers. For AJ Activewear, narrowing their product range to focus on high-performing items has been a game-changer.

The Benefits of Prioritising Best Sellers:

1. Stronger ROI: Best sellers often resonate with a wider audience, leading to higher sales and better returns on marketing investment.
2. Streamlined Operations: Focusing on fewer, proven products simplifies production and stock management.
3. Customer Loyalty: When customers find products they love—like AJ Activewear’s Solsoft leggings—they keep coming back.

Claire noted that instead of spreading resources thin by launching numerous new items, AJ Activewear is now doubling down on their core collection, ensuring these items are always in stock to meet demand.

Scaling for Success

Scaling production of best sellers is the next step in AJ Activewear’s strategy. By increasing the availability of their top-performing items, they’re setting themselves up to hit their ambitious £1 million sales goal this year.

Why Scaling Stock Matters:

• Consistent Availability: Customers expect their favourite products to be in stock. Running out risks losing sales and damaging loyalty.
• Cost Efficiency: Larger production runs often reduce per-unit costs, increasing profit margins.
• Targeted Marketing: With a solid core collection, AJ Activewear can focus their ad spend and content efforts on products that are proven to perform.

💡 Claire’s Tip: Scaling isn’t just about making more—it’s about marketing better. AJ Activewear tailors their campaigns around their best-selling products, ensuring that the right content reaches the right audience.

Building a Sustainable Business

AJ Activewear’s strategy is a masterclass in sustainable growth. By testing products, focusing on best sellers, and scaling strategically, they’ve built a business that not only empowers women through fitness but is also on track for remarkable financial success.

As Claire shared, the process isn’t just about adding more products—it’s about building on what works. By listening to their customers, leveraging feedback, and refining their approach, AJ Activewear has created a model that many small businesses can learn from.

Key Takeaways for Your Business:

1. Test Before You Invest: Don’t commit to large stock orders until you’ve validated demand.
2. Prioritise Best Sellers: Identify your high-performing products and focus your efforts on them.
3. Scale Strategically: Increase stock and marketing around proven winners to maximise growth.

AJ Activewear’s journey demonstrates the power of smart stock management in driving success. Whether you’re launching a new brand or refining an existing one, their approach offers valuable lessons for any product-based business.

🎧 Learn more from Claire’s story on the latest episode of The Obsessed View: TheObsessedView.co.uk

This blog is brought to you in partnership with Constant Contact—helping small businesses grow with smarter marketing tools.