STAX founders Don Robertson and Matilda Murray share secrets to activewear success

How do you create enough hype around a brand to completely sell out of a collection in 60 seconds flat?

Don Robertson and Matilda Murray seem to have found the winning formula with their activewear brand, STAX.

Originally founded in Perth 2015, the label has experienced such rapid expansion on a scale that the duo moved to Sydney two years ago to better position themselves for the global market.

The STAX seamless leggings are so popular that pre-orders are being accepted eight weeks in advance — with the original drop completely snapped up within a minute of release in April.

Sales for their “best black tights” hit 15,000 per month in March, while they raked in almost $800,000 within two days when they dropped a VIP sale the following month.

Murray says the exponential growth has beyond her wildest dreams.

“It’s incredible, our collections sell out in minutes and we increase stock levels every single time,” she says.

“In the past year we have grown 2000 per cent and we are still growing, so it is impossible to predict the correct stock forecast per collection.

“This is why we decided to open up the pre-sale option, so nobody misses out on their favourite pieces and it’s been super successful for us — after a launch we often have wait lists for our product for up to 8 weeks, with no further restocks.”

However, Murray is grateful for the hype around STAX as it shows they are at the forefront of activewear trends.

“We love dropping new collections and incorporating styles we see trending, we like to stay ahead of the game and stay fashion focused,” she says.

“Fashion is ever-evolving, and we create pieces for the current times and trends — our collections are a capsule of time and there’s a lot of thought and creativeness that goes into every piece.

“Every collection has a story and we don’t like to continuously re tell the same story which is why we release limited edition collections. Plus, we love getting creative and sharing new pieces with our customers.

“We do restock our signature ‘must have’ pieces such as the Best Black Tights range which includes full length tights, 7/8 tights, bike shorts, strappy crops, classic crops and cropped tanks in a variety of colours, in our signature fabric.”

A crucial aspect of the brand is its commitment to fit a range of sizes — not just the standard options found in generic bricks and mortar stores.

STAX sizing spans xxs-4xl and aims to be inclusive of all customers, regardless of weight, race or sexuality.

Their ethos also involves an anti-bullying campaign and sustainable practices.

Pair these with the fashion-forward aesthetic, and it’s no wonder the label is a favourite among influencers and bloggers.

Murray says these social media personalities have become natural pin-ups for STAX.

“(We have) realised influencers are the new television, the new radio station, the new magazines,” she says.

“Influencers have become the voice of the brand as well as the customer and we have pioneered this strategy so we can showcase our product to millions of people via their mobile phones.

“This way the customer...gets to see the trends for free from people they trust.”

While they admit to missing their family in Perth, Robertson and Murray are busy planning future collections for the brand.

They take inspiration from some of the world’s top runways, and hope to participate in fashion shows themselves when the industry returns to normal, post-coronavirus.

“We consider ourselves a fitness fashion brand, as opposed to just an activewear brand,” Murray says.

“Our aim is to become the Balenciaga, the Dior, the designer label of the fitness industry. We always want to create more than just an outfit for the gym.”