Fashion

How a new activewear brand is navigating pricing in the crowded market

By Katie Richards

Oct 24, 2019

For Yella, a new activewear company debuting on Thursday, setting the price for its leggings and sports bras was the company's major challenge pre-launch. Considering the competition in the activewear market, Yella founder Danielle Mizrahi said she couldn't set prices too high, despite believing her products were of outstanding quality.

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