Maaree
Maaree has invented and uses its own unique technology to create sports bras that give the right support and comfort to women around the world
Sector
Sports, Fashion, Engineering, Ecommerce
First pitched to ACG
2024
Amount raised through ACG
£65,000
When Mari Thomas-Welland couldn’t find a sports bra that truly met her needs, she did what innovative founders do: she built one herself. With over six years of experience designing and testing big brand sports bras at Loughborough University (such as Nike, Lululemon, and Shock Absorber), Mari understood the science of breast movement better than most. She even had a design input for a sports bra for American tennis player Serena Williams. Yet, despite all this expertise, the “perfect” sports bra still didn’t exist.
Unable to find a sports bra that suited her needs, Mari bought a belt from a charity shop, adapted it to fit her body, and attached it to an existing sports bra before going for a run. The difference was immediate and remarkable. That simple experiment revealed a major industry oversight: while most brands focused on reducing downward breast movement, none addressed upward motion. This insight became the foundation of MAAREE.
Founded in 2018, MAAREE launched the world’s first sports bras featuring Overband® Technology; a curved, integrated panel that runs over the top of the chest to reduce upward bounce like no other bra before it. After several design iterations and prototypes, MAAREE’s first collection launched in December 2018, offering game-changing support for women of all sizes and activity levels.
After a few years of gaining commercial traction, Mari pitched to Anglia Capital Group (ACG) for the first time in July 2024, securing £65k as part of a £400k funding round. The company went on to raise an additional £100k in December 2025, with £30k committed by ACG.
Since July 2025, MAAREE has signed 19 wholesale accounts, including two standout partners: Title Nine, a US female-focused retailer with 18 stores and $100m in annual revenue, and Boobydoo, the UK’s largest sports bra retailer with contracts supplying the Armed Forces.
Supported by high-profile athletes such as tennis star Serena Williams and Millie Bright, Lioness & Chelsea Women’s Football Captain, MAAREE continues on a strong upward trajectory. With increasing revenue, global expansion, and a growing team, the brand is well positioned to capture a share of the £48bn global sports bra market. As women’s sport continues to grow, MAAREE’s mission remains clear: to empower women of all ages and sizes to move with confidence—properly supported, at last.
