2XU partners with Pattern to revamp Amazon strategy

Ecommerce and marketplace accelerator Pattern announced it has supported iconic Australian athletic wear brand 2XU to pivot its international business.

The partnership has enabled 2XU to solidify its position in key markets, including North America, and achieve an 80% full-price sales rate and increase its average selling price by 25% to $200.

2XU CEO Marc Boelen said the international sportswear market is very crowded and highly competitive.

“As a premium technical brand, we needed to take control and differentiate ourselves. This meant simplifying our distribution to focus on our unique selling point (USP) as a technical compression and triathlon brand, which 2XU is well known for and consumers are willing to pay a premium for,” Boelen said.