How Denise Lee of Alala built an all-female athleisure powerhouse in New York

In this series, we explore the experiences of Singaporean business leaders who have ventured abroad and the ways in which they have navigated cultural differences to achieve success.

We hear from prominent homegrown C-suite executives and entrepreneurs who have expanded their businesses across Asia, Europe, and the Americas. Get insights on how they have adapted their leadership styles and business strategies to fit local cultural norms and how they have leveraged their Singaporean heritage to build relationships and foster trust with international partners.

As I laced up my sneakers for triathlon training in 2012, I never imagined that moment would spark a multi-million dollar business idea. But that happened when I realised the activewear market was missing something crucial — stylish, high-quality clothing that could transition seamlessly from workout to everyday wear. That realisation became Alala, my athleisure brand, now celebrating its 10th year.

From the start, I knew I wanted Alala to stand out in the crowded activewear market. While many brands chase trends and sacrifice quality, we've stayed true to our vision of creating sophisticated, durable pieces for women in their 30s and beyond. Our customers value elevated designs that integrate seamlessly with their wardrobes, season after season.

When I founded Alala, the landscape was dominated by several large brands, but none resonated with me as a woman who cared about style and versatility. There were also very few smaller luxury activewear brands at the time — a stark contrast to today's market. This gap inspired me to create a stylish activewear line for wearing in and out of the gym.

With a clear vision for the brand, the next challenge was determining how to effectively bring Alala to market. One of our smartest moves from day one was embracing an omnichannel approach. When direct-to-consumer was all the rage, we recognised the power of wholesale to help us scale quickly.

The timing was also on our side — we entered the athleisure space just as it took off. This decision to diversify our sales channels has been crucial to our growth and success.

Still, building Alala has been as much about personal growth as business development. I've learned that success is deeply tied to your mindset and how you approach wealth. This journey of self-discovery has been crucial to our longevity. 

And as we celebrate a decade in business, I'm more convinced than ever that personal development is key to entrepreneurial success.

All-women power

Despite our achievements, the path has not been without its challenges. As an Asian female founder in the US, I've faced unique hurdles. These challenges have only strengthened my resolve to support and lift other female and minority entrepreneurs. Our success, I’m hoping, can be an inspiration and a stepping stone for others facing similar obstacles.

Looking ahead, we're focused on reaching more women in their 30s, 40s, 50s, and more. Our mission goes beyond selling clothes; we want to bring joy to women of all ages and remind them that style has no expiration date. We're committed to delivering amazing products and creating an exceptional customer experience.

Yet, the broader fashion industry still grapples with significant issues. We're dedicated to addressing challenges such as standardised sizing across brands, inventory efficiency, sustainability, and inclusive design for all body types and abilities. As an industry insider, I’ve seen firsthand how fashion can be simultaneously cutting-edge and antiquated, remaining labour-intensive despite years of technological advancement. 

With this dual focus on internal growth and industry-wide change, we continue to push boundaries and redefine what it means to be a modern fashion brand.

In navigating these complexities, I've found invaluable guidance in the paths of other successful female entrepreneurs — I draw inspiration from female leaders like Sara Blakely and Eileen Fisher. Their commitment to gradual, purpose-driven growth resonates deeply with me. Like them, I believe in building a business that transcends profit to make a real difference in our community.

I admire how they've stayed true to their vision over many years, not sacrificing their principles for rapid growth, and how they've given back to their teams and communities.

It's this blend of innovation and principled leadership that fuels our excitement for the future. As we look to the future, I'm thrilled about the possibilities that await us. But amidst all the potential changes and growth, one thing will never change: our dedication to creating clothing that makes women feel confident, comfortable, and stylish, no matter where life takes them.

Alala's focus on high-quality fabrics, excellent fit, and sophisticated styles sets us apart in a market dominated by trendy, lower-quality products. Know that you're not just buying clothing; you're investing in quality that lasts for years, supporting a female-led business, and joining a community of women who believe that feeling good and looking good go hand in hand.

This ethos isn't just about what we've achieved — it's the foundation for our future.

Lessons in resilience

As we look ahead, this commitment to excellence and community drives our ambitions. As Alala enters its next chapter, we're focused on expanding our reach, continuing to innovate in design and sustainability, and maintaining our dedication to quality and style.

We'll keep pushing boundaries in fashion, how we run our business, and how we support our community. Our journey has been remarkable, but I believe the best is yet to come. We're not just creating clothing — we're crafting a legacy of empowerment, sustainability, and style that will resonate for years.

To aspiring entrepreneurs, especially women and minorities, I say this: Believe in your vision, invest in your personal growth, and don't be afraid to challenge the status quo. The path may not always be easy, but you can turn your dreams into reality with persistence, creativity, and a strong sense of purpose.