Women’s fashion brand Aje calls in Morgan Stanley to assess options – The Australian Financial Review


A new float for a fashion label would make a significant shift from the string of collapses in the last five years, which has seen brands like Collette Dinnigan, jeans retailer G-Star and chain Harris Scarfe collapse.

Effortlessly cool

Aje was founded in 2008 by best friends Adrian Norris and Edwina Forest, and has recorded a 50 per cent-plus compound annual growth rate over the past five years.

The contemporary brand is a staple among young Australian women, with the brand saying it aspires to have a “tough femininity” and “effortlessly cool” aesthetic. It counts Jungle Capital as a small minority investor.

Aje introduced its athleisure brand Aje Athletica to the market in 2021, after Australians embraced a more relaxed style of dressing throughout the COVID-19 pandemic.

As part of the launch it rolled out 11 new stores in Australia and New Zealand, housed exclusively in AMP Capital and Scentre Group shopping centres.