Zaggora

Zaggora is a British-based company specialising in women's activewear[1] and health foods [2][3][4] that is best known for their Hotpants[5] and Hotwear clothing line.[6][7] According to London’s Evening Standard, in 2013 the company was valued at over £100m.[8][9][10]

Zaggora
IndustryRetail
Founded2011 (2011)
HeadquartersLondon, United Kingdom
Key people
Dessi Bell (Founder), Malcolm Bell (entrepreneur)(Founder)
ProductsClothing
Sportswear
Sports equipment
WebsiteZaggora.com

History

The idea behind Zaggora originated from Dessi Bell’s wedding preparations, when she designed a method to lose weight in a short time span.[11] She proceeded to develop several prototypes of sports pants,[12] and in 2011 she and her husband, Malcolm Bell (entrepreneur), founded Zaggora with a £25,000 investment from private savings.[13]

The company generated revenues that reached £10m in their first year of trading. [14]

Zaggora has formed partnerships with major retailers including Equinox Fitness, Boots UK, Dick’s Sporting Goods, Selfridges, and others.[15][16] The company has launched a series of health foods including protein smoothies, superfood shots, and detox teas.[17]

In 2014 Zaggora were investigated by the Advertising Standards Authority (ASA) in regard to irregularities with claimed price reductions and misleading advertising. The allegations were upheld, and Zaggora was instructed not to continue to run the advertisements and to ensure that future claims were not misleading.[18][19]

References
  1. "ZaggoraHotPants Founder Malcolm Bell Says He Owes Success To His Wife". Huffington Post.
  2. "Dessi Bell: I 'Googled up' my hotpants business Zaggora". The Telegraph. Archived from the original on 4 December 2012.
  3. "Do weight-loss hot pants and anti-bounce bras really work?". The Times.
  4. "18 Months in a Startup: Zaggora.com". Harvard Case Study.
  5. "Do weight loss Zaggora 'hotpants' actually work to reduce fat?". The Telegraph. Archived from the original on 29 January 2013.
  6. "In hot demand: The pants that help you lose weight". The Evening Standard.
  7. "ZaggoraPants". ABC News.
  8. "'Sweat and tweets made our sports clothing into £100m hot property'". The Evening Standard.
  9. "Cost-effective tweets and posts make millions". Raconetur.
  10. "Tried and tested: ZaggoraHotpants". Yahoo Style.
  11. "In hot demand: The pants that help you lose weight". The Evening Standard.
  12. "In hot demand: The pants that help you lose weight". The Evening Standard.
  13. "Zaggora HotPants Founder Malcolm Bell Says He Owes Success To His Wife". Huffington Post.
  14. "'Sweat and tweets made our sports clothing into £100m hot property'". The Evening Standard.
  15. "Do weight loss Zaggora 'hotpants' actually work to reduce fat?". The Telegraph. Archived from the original on 29 January 2013.
  16. "A start-up that is fit for purpose". Financial Times.
  17. "In hot demand: The pants that help you lose weight". The Evening Standard.
  18. Mortimer, Natalie (29 October 2014). "Sportswear retailer Zaggora in hot water over false weight loss hotpants claim". The Drum. Retrieved 24 April 2020.
  19. "Zaggora Ltd - ASA | CAP". ASA. Retrieved 27 July 2017.
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