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Only brand launched Only Play into the sportswear market
Only Play, a new series launched by the Only brand, is stepping into the sportswear market with a fresh and stylish approach. The collection will officially be available at the end of January. This initiative marks Only’s latest move under the Bestseller Group, where it operates as a subsidiary through the Onlyseller group. Known for its affordable fashion, Only is now aiming to blend functionality with style in the growing women's sportswear sector across Europe.
The goal is to appeal to a wide range of women—whether they're occasional exercisers or regular fitness enthusiasts. Beyond that, the brand also targets those who may not be athletes but are drawn to the aesthetic of sporty fashion. By merging athletic elements with everyday wear, Only Play is redefining what casual clothing can be.
Each year, Only Play will release four collections featuring approximately 80 styles. While sportswear remains the core, the line includes specialized items for various activities such as fitness, dance, Pilates, and outdoor walks. This diverse offering allows the brand to cater to different lifestyles and preferences.
To expand its reach, Only Play is collaborating with sporting goods retailers interested in fashion trends, as well as clothing chains that focus on casual wear and multiple brands. The collection is already available in the Vero Moda chain in France, signaling a strategic expansion into new retail spaces.
With an eye on both existing customers and new markets, Only Play is positioning itself as a versatile and modern choice in the evolving world of sportswear and fashion.