AYBL
Company Background
Redditch
Branch Solutions
Activewear and gymwear
Founded in 2018
AYBL Group is one of the UK’s most exciting success stories in premium activewear. Founded just seven years ago by two brothers working from their living room, the business has grown at remarkable speed. AYBL now operates from a UK Head Office and Distribution Centre in Redditch, with additional operations in the Netherlands, the United States, and soon, Canada. Its global footprint is supported by third-party logistics partners and a growing retail presence in JD Sports’ flagship stores across the UK and beyond. The business was previously recognised as the fastest-growing privately owned company in the UK by the Sunday Times 100, and it continues to expand into new international markets.
We’ve proudly supported AYBL since 2018, working in step with their continued growth from a UK-based start-up to a fast-scaling global brand.
Problem/Issue Client was Facing
As AYBL scaled rapidly, the business needed a trusted staffing partner to provide flexible and reliable temporary labour to support fulfilment, particularly during high-pressure sales periods. The Best Connection was already in place as a staffing provider, and the relationship has gone from strength to strength since. Our partnership, now in its seventh year, has adapted with the business and continues to play a key role during critical growth periods.
Our Solution
Our Redditch branch, led by Stephanie as the primary point of contact, has worked in close partnership with AYBL to meet fluctuating staffing needs, particularly during key sales periods. Stephanie has been instrumental in delivering high-quality candidates, maintaining clear communication, and fostering a partnership-first mindset.
With John providing valuable background support, Stephanie has ensured strong continuity and open lines of communication so the AYBL team always feels supported. Whether it’s scaling up headcount quickly or providing flexible recruitment solutions, she has kept our team closely aligned to AYBL’s fast-moving operation and high standards.
During peak sales periods, we supply between 35 and 40 temporary staff, primarily supporting order picking and packing. We also provide three customer service representatives and offer added value through a number of Onsite touchpoints, including live check-in and check-out sheets, first-day sales check-ins, and payroll planning support.
The Impact
We’ve consistently delivered high-quality temporary labour to support AYBL during periods of peak demand, ensuring their sales fulfilment operation runs smoothly and customer satisfaction remains high. Several of our temporary workers have transitioned into permanent roles, and we continue to support a small team of customer service representatives.
Around 30–40% of the temporary workforce earn enhanced pay rates by consistently hitting performance targets. This approach has helped boost both retention and morale. Our Redditch branch is seen as a trusted and valued partner, and we’re proud to be recognised as a key contributor to AYBL’s operational success and continued growth.
