Kiabi Introduces Ekstract Line, Elevating Casual Sportswear Style

Budget fashion giant Kiabi just launched its latest brand, Ekstract. This collection targets everyday movement rather than elite performance. Most sports brands focus on intense training; however, Ekstract celebrates “athletes in real life” with guilt-free style. This launch marks a significant step for the retailer’s global expansion.

The new line debuted at the company’s Lille headquarters and currently features affordable apparel. Prices start low at just €8 for sports bras, while joggers reach €25. Women’s items make up 70% of the initial range, including 113 online exclusive pieces. Customers can find 80 items in physical stores, but the website offers more variety.

Sizes range from XS to XXXL, and the first season showcases earthy maroon tones. Besides clothing, the brand offers practical accessories like kit bags and belt bags. These products use recycled polyester, yet they maintain a very technical and comfortable feel. Furthermore, the brand name appears in parentheses to emphasize a focus on casual use. This design choice signals a friendly approach toward occasional, daily physical activity.

Management noted that many people avoid sports, so they designed Ekstract for this demographic. They want to make daily movement feel accessible while planning future footwear additions soon. Financially, the retail group reached €2.5 billion in revenue during a successful fiscal 2025. This represents solid 8% growth, and the company maintains roughly 700 stores worldwide.

The retailer plans to open 50 more shops this year alongside new e-shops. Additionally, the brand recently launched a popular app that sees great success among shoppers. Ekstract joins Beebs and Kitchoun to help the group dominate the budget fashion market. Each new line targets a specific lifestyle need, which keeps the company competitive.

Ultimately, this sportswear launch fills a gap because it proves movement belongs to everyone. This strategic growth ensures the brand remains a truly global and modern fashion leader.