A Centreville, Delaware, activewear startup that has doubled its annual sales for the past two years and debuted a brick-and-mortar is on track to continue that momentum as it readies to introduce new product lines.
Paiya is the brainchild of Aly Mitchell, a Delaware native and Alexis I. du Pont High School alum. During her senior year at the Wilmington school, Mitchell suffered a stroke, from which she had just a 2% chance of survival, she said. Mitchell came through and in recent years channeled her passion for fitness into the brand.
For years prior to her stroke, Mitchell led an active lifestyle. Though she played some sports in middle school, her real interest is in weightlifting. Undergoing rehabilitation after her stroke, that passion for wellness only grew.
“After my stroke, I got really, really into fitness, even more than I was before,” she said. Spending so much time in the gym, she was regularly purchasing athleticwear from numerous brands.
That athleticwear was tapped for a second purpose when she began managing a spa in Delaware which required staff to wear an all-black attire. Wearing her leggings regularly to work, the additional wear started to show in the fabric.
The lack of durability quickly became a source of frustration, one that built on her earlier concerns about how expensive such apparel was – especially when she had to frequently replace pieces.
When the Covid-19 pandemic struck and her spa was forced to shutter operations amid lockdowns, Mitchell began considering starting her own business. Athleticwear seemed like an ideal fit.
“I wanted there to be an affordable solution for women like myself so you could buy and live in the stuff everyone likes to live in, which is activewear,” she said.
She began designing her own apparel and seeking out manufacturers in the wake of the pandemic and formally launched Paiya in February 2021 as a direct-to-consumer brand. Not only did she want to create affordable products, she wanted “good fabric that didn’t pill” and had a soft shell.
Today Paiya offers a range of tops, sport bras, outerwear, bottoms, as well as loungewear and several dresses. Prices for leggings start at $48 while most joggers, which are her top seller, are about $58. Many of the bottoms are made with a nylon-spandex blend that’s “super stretchy and very soft,” she said.
As with her own needs, she also wanted designs that could easily transition for multiple occasions without pieces looking like they were intended exclusively for gym use. That could mean leggings that could pair with a sweater for dinner out or joggers cute enough to go to lunch in – but still a practical choice to wear when working up a sweat.
The name draws on that concept and is borrowed from a similar Buddhist word meaning “suitable to the place or situation,” Mitchell said, which she thought was appropriate given her focus on multipurpose pieces.
Most customers wear Paiya to the gym or to do yoga, as well as for everyday wear, but she has also expanded the line to include other sportswear like tennis skirts which are proving popular for pickleball players.
“I’m not looking to cater to every single person — I know I can’t do that,” Mitchell, 28, said.
While Paiya started as a direct-to-consumer brand, Mitchell has since shifted the model and debuted a storefront at 5714 Kennett Pike last June. Expanding into brick-and-mortar wasn’t originally the plan but when operations outgrew her home space, she decided it was a logical next step. Then a lease came up in Centreville directly across from where her late grandmother previously had a store. “It really spoke to me when I found it,” Mitchell said.
The move to brick-and-mortar has shifted her revenue stream, with about 60% of business now coming from in-person sales. E-commerce still remains a vital part of the business, accounting for the remaining 40%.
“I would love to continue to grow the online [store, but it] just hasn't been my focus much at the moment having the store and doing so many events,” she said.
Paiya also has a small selection of retail partners in the area, including the Hockessin Athletic Club.
Having a brick-and-mortar has also helped grow revenue. Mitchell said she more than doubled sales last year and is on track to do so again this year. She’s also putting the space to use to host pop-up events, including yoga and CrossFit classes with local instructors, which helps introduce the brand to more people.
As the brand – which she has self-funded – continues to grow, she’s looking to introduce new collections, including one for men. When she launched Paiya two years ago, she had a small selection of men’s apparel. “I’ve been having a lot of people wanting me to bring that back,” she said.
She’s also considering a swimwear line as well as children’s apparel for further down the line.
