Nelly and Stayhard targets sports segment

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Online fashion specialists and Stayhard targets the sports segment.
In autumn one fashion site launches its own sports collection and the other creates a sports section.

This week Stayhard expands its product range to also include training. The purpose of the extended range has been the vision to meet customer needs throughout the week and how to dress for everyday, work, party and exercise.

“We know that a large portion of our customer base is interested in training and see it as a great opportunity to offer functional clothing for this purpose in future. Our customers should feel confident in our selection of brands and variety of products”, says Mikaela Berntson, Purchasing & Design Manager at
The plan is to let the range grow in line with customer needs and demand. At launch, the following trademarks are within the category of Training: Under Armour, Craft, Newline, Bjorn Borg, Lacoste, Champion, 2XU and Eastpak.

The sports collection from is launched along with workout blogger Hannah Andersson, who runs the blog Fashionablefit. ”

“We are going to see much mesh-detail, black and gray in Hannah’s collection. It consists of nine pieces: Sport bras, tops, dresses, pants, and an updated version of wind jacket. It feels right to bet on sports in the fall, and Hannah is the perfect ambassador”, says Emina Alivodic, design director at

The collection is released in all markets 3 November