Investment and Financing - Oiselle Officially Becomes a Women-Owned Company: Extending Brand Spirit into Corporate Governance

The athletic brand Oiselle, focused on women’s running apparel, recently announced that it has officially transitioned into an independent company under female ownership. This change not only reflects a deeper implementation of its brand philosophy but also marks a new phase in its governance and growth path.

Founded by Sally Bergesen in 2007 and headquartered in Seattle, Oiselle began as a personal project born out of frustration with the lack of well-fitting and aesthetically pleasing women’s running gear. Over the years, it has grown into one of the most iconic brands within the American women’s running community.

Centered on values such as "runner-first," "female empowerment," and "community belonging," Oiselle has offered more than technical apparel, fostering a sense of connection beyond the run. The brand has often used social media and events to advocate for women's independence in sports, supporting both professional athletes and grassroots teams.

In October 2023, Arielle Knutson was appointed the new Chief Executive Officer, signaling a period of strategic consolidation and steady growth. Knutson brings a strong background in brand marketing and community operations, having previously served in brand management roles at Nike. Under her leadership, Oiselle has refocused on its original mission—to connect women through movement. In 2024, Oiselle reinstated select wholesale partnerships and achieved double-digit revenue growth across both ecommerce and offline distribution.

An Investor Sharing the Brand’s Vision

A key driver behind the company's structural change is Margo Cramer, an investor based in Seattle. A seasoned runner herself, Cramer has long been a supporter of Oiselle’s brand values and has shown deep interest in the representation of women within the sports and outdoor industries. She emphasized that this investment is not purely financial but rooted in a shared emotional connection. In her view, Oiselle is a values-driven, community-oriented brand with strong growth potential, ideally suited for further development under female leadership.

Through internal equity restructuring, Oiselle has managed a smooth transition from its founding team to its current management. The brand’s future strategic direction remains aligned with its existing vision. No external controlling interests were introduced; instead, a more explicit female ownership structure was established within the existing leadership team, ensuring coherence across governance, decision-making, and cultural continuity.

Extending Brand Philosophy into Corporate Structure

Oiselle’s products have always emphasized functionality while using design language to foster a sense of identity and belonging. The brand’s visibility in the women’s athletic space has become widely recognized. From product development and marketing language to community interaction and ongoing support for female athletes, Oiselle has consistently maintained an authentic "women-led brand" narrative. The ownership transition now completes this narrative, reinforcing its founding principles of "created by women, led by women, for women."

The brand also shared that it plans to experiment further with materials and fit innovation, while expanding the interactive functions of its membership system. This aims to build a seamless "training, apparel, and community" experience. Although Oiselle’s customer base is currently concentrated in North America, the clearer investment structure now opens the possibility for future international expansion.

Today, more brands oriented toward women are prioritizing governance transparency and consistency between their stated values and operational actions. Consumers are no longer satisfied with what brands say; they care about how brands act. Oiselle’s transition to female ownership is not only a natural extension of its longstanding feminist brand practices but also serves as a potential point of differentiation in business strategy. In increasingly competitive sectors like outdoor sports and functional apparel, brands with clear value positions are often better at quickly building community loyalty.

Moreover, Oiselle’s commitment to supporting female athletes sets an important industry example. While many brands have traditionally focused sponsorships on elite male athletes, Oiselle has consistently invested in sponsoring women athletes and representing diverse body types. By channeling commercial resources to support broader expressions of athleticism, it has earned high levels of recognition within its target communities.