The data also highlighted a clear demographic concentration, with the 25 to 44 age group emerging as the most engaged segment, particularly among women
BeyondBound, the direct-to-consumer (D2C) activewear brand designed exclusively for women, has witnessed an “unexpected surge” in male buyers, who accounted for 79.17 per cent of total purchases in October, indicating early traction driven by gifting behaviour and discovery-led purchases.
However, as the quarter progressed, the trend saw a sharp correction in the following months, with women emerging as the dominant consumers contributing 85.71 per cent in November and 93.18 per cent in December.
The data also highlighted a clear demographic concentration, with the 25 to 44 age group emerging as the most engaged segment, particularly among women. Within this, the 35 to 44 cohort stood out as the strongest and most consistent audience, followed by 25 to 34 as a key secondary segment. Early traction is also visible among younger consumers (18 to 24), indicating gradual expansion into a new age bracket.
“These insights challenge traditional assumptions around who shops women’s fashion and what they prioritise. We are seeing a more inclusive, intent-driven consumer, one that values comfort, performance and design equally, regardless of gender,” stated Tejasvi Madan, Founder, BeyondBound.
The brand saw a steady rise in demand for extended sizes (L–XXXL), growing from 44.59 per cent in October to 52.89 per cent in December. This upward trend reflects increasing adoption among mid-to-plus-size consumers and signals a shift toward more confidence-led, inclusive fashion choices, the brand said in an official statement.
Styles such as the aeroshield jacket, jumpsuit and long sleeve Top have emerged as top performers. As the brand continues to scale, it said that it is doubling down on inclusive sizing and data-led design.
