In the fast-paced and competitive world of athleisure fashion, Marghi Adzick, founder of Addison Bay, has carved a niche for herself by curating and later creating elevated activewear that caters to the needs of modern, multitasking women. Her journey from curating top brands to building a direct-to-consumer label offers valuable insights for creative female entrepreneurs.
the birth of a vision
Marghi’s initial idea was to curate a one-stop shop for fashion-forward activewear, featuring 30 brands from fashion capitals like London, LA, and New York. Her goal was to offer hard-to-find brands in one convenient location. However, as she quickly understood her consumer base, she pivoted towards creating Addison Bay’s private label. “Once I understood who my consumer was, I knew exactly what she was doing, where she was going, how she was getting her information,” she explains. This insight led to the launch of Addison Bay’s own label, which sold out within a week of its release in December 2019.
embracing the pivot
The transition from curating other brands to becoming a 100% direct-to-consumer brand brought both opportunities and challenges. Marghi highlights the positives: “The amazing profitability, better margins, brand awareness, and differentiation.” However, the shift also brought significant cash flow challenges, requiring her to be savvy and agile with finances. “I’ve really had to figure that out, and it’s been very challenging along the way,” she admits, emphasizing the importance of adaptability in business.
standing out in a crowded market
In a saturated market, Addison Bay distinguishes itself by designing elevated activewear that women can wear from morning to night. Marghi uses her own lifestyle as inspiration, creating pieces that balance functionality and fashion. “Women are the best multitaskers in the world and we’re always on the go. We need active pieces to keep up with our very active lifestyle,” she says. This approach has resonated with consumers who appreciate stylish yet practical activewear.
INNOVATIVE GROWTH STRATEGIES
Addison Bay’s growth strategy combines traditional digital marketing with a unique focus on in-person events. While digital advertising and influencer marketing are crucial, Marghi credits much of their early success to hosting over 100 events in 2019. “I was like, I’m going to get out there and I’m going to meet the consumer,” she says. This hustle and grit helped build a stable customer base, which proved invaluable when the pandemic hit in 2020.
learning from challenges
Reflecting on her journey, Marghi acknowledges that managing cash flow and building a team have been the most challenging aspects. “You kind of have to throw everything against a wall and see what sticks,” she says. Despite some missteps, she views these experiences as valuable learning opportunities that have shaped the company’s growth.
cultivating a strong team culture
Team culture is paramount at Addison Bay. Core values, prominently displayed in the office, guide the team’s work ethic and attitude. “Attitude is everything,” Marghi insists, emphasizing the importance of maintaining a positive and optimistic spirit. This culture, rooted in her leadership style, fosters a cohesive and motivated team environment.
leading by example
Marghi’s leadership style is shaped by her experience as a captain of the UVA lacrosse team. “I just lead by example because I’m a very, very hard worker,” she says. This work ethic inspires her team, creating a ripple effect that drives the company’s success. She believes in hiring smart, creative, and hardworking individuals, building a team that shares her vision and dedication.
"I believe in my vision and I believe in myself so much."
commitment to sustainability
Sustainability is an ever-evolving priority at Addison Bay, with 32% of their fabrics now sourced sustainably. “I’m doing it because it’s right,” says Marghi, highlighting her dedication to ethical fashion practices. Before partnering with any factories, Addison Bay conducts thorough evaluations to ensure ethical labor and working conditions. The company is steadfast in its commitment to using sustainable fabrics whenever possible, integrating this principle into their production process over the years.
“In terms of sustainability, 32% of our fabrics are sustainable. That wasn’t our mission six years ago, but it has since become an integral part of our production process,” Marghi explains.
celebrating milestones
From being featured on the Today Show to hosting a memorable field trip for her daughter’s kindergarten class, Marghi has had many “pinch me” moments. These experiences, both flashy and personal, highlight the impact Addison Bay has had on her life and others.
vision for the future
Marghi’s journey is not just about managing daily tasks; it’s also about inspiring the next generation. She hosts field trips for young girls to Addison Bay’s headquarters, sharing her story and encouraging them to pursue their dreams.
“When I started the company with Annie, my daughter, in my belly, I was like, I just hope that someday that she will know that she can do anything she wants in this world.”
With ambitious goals, Marghi envisions Addison Bay as a $200 million company. Her plans include opening more stores, expanding her team, and building their own warehouse. “Achieving that, it’s all going to be little by little,” she says, emphasizing the importance of patience and steady growth. Marghi’s belief in her vision and her team fuels her optimism for the future.
Marghi Adzick’s journey with Addison Bay is a testament to the power of adaptability, hard work, and unwavering belief in one’s vision. Her story offers valuable lessons for creative female entrepreneurs, highlighting the importance of understanding your consumer, embracing challenges, cultivating a strong team culture, and staying true to your values. As Addison Bay continues to grow, Marghi’s commitment to her vision and her team will undoubtedly propel the brand to new heights.
photo credit: all photos courtesy of Addison Bay
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