Singapore-based apparel brand, Halara, is expanding into the UK market “after rapidly gaining traction in the global athleisure space”.

It recently opened in Britain online and now has plans to introduce a UK pop-up experience later in 2025, bringing its digital-first, community-driven model into physical retail space, to work alongside its app and online platform.

It’s a model it has used in other markets and pop-ups continue to be a major focus for the firm.

The brand, which was founded in 2020 by Joyce Zhang, has built a reputation for fashion-focused, affordable womenswear made from performance-driven fabrics. It offers both everyday clothing and active/leisure pieces and the ongoing popularity of athleisure in the UK means it could be a lucrative market for the business. 

Halara’s rapid rise has been fuelled by its strong presence on TikTok, where it has “built a community through high-volume creator partnerships and relatable, story-led content”. And it uses feedback from that community to drive product development.

Jessica Thompson, global brand president at the business, said that “since its launch, Halara has experienced strong, consistent growth, doubling revenue year on year. This momentum is driven by innovation, not just in our product range, but in how we operate. 

“We were early to platforms like TikTok, embraced AI-powered tools, and adopted flexible production models that keep us ahead of trends and allow us to move quickly in response to consumer demand.

“TikTok has been a powerful engine for engagement and brand storytelling, sparking conversations through ads, creators, and organic word of mouth from our real customers. This traction has helped build a vibrant community and fuelled sales growth. 

“We’re also excited to bring our product to life through offline activations, giving UK customers the chance to touch, try, and experience Halara in person through impactful brand moments.”