The husband and wife behind Zaggora used social media to build a hot activewear brand
May 22, 2013 1 Comment
May 21, 2013 7:08 pm
A start-up that is fit for purpose
By James Pickford
©Charlie Bibby
Image matters: when deciding who should be the public face of the company, Malcolm and Dessislava Bell calculated that a female entrepreneur would generate more publicity
It was while road-testing the 21st prototype of her brainchild in the gym that Dessislava Bell realised she had made a breakthrough. “I lost a couple of inches off my waist in two weeks,” she says. Mrs Bell had alighted on an idea that, at first glance, holds little consumer appeal: skin-tight women’s exercise shorts designed to retain so much body heat that the wearer breaks into profuse, free-flowing sweat. Prompted by the effect of heat on physical performance and the fashion for high-sweat Bikram yoga, she spent months researching heat-inducing fabrics and design on the internet. The buying public appears to have reacted with anything but distaste to the calorie-burning “HotPants” produced by Zaggora, the London-based company founded by Mrs Bell, a 28-year-old former investment banker at JPMorganChase, and her husband Malcolm, an ex-investment manager. Read more of this post