On the up · 14 November 2016

Style PB founder Natalie Dale: ‘stop dreaming and start doing?

Natalie Dale: “Starting a business feels like a rollercoaster ride everyday”
After taking up running in earnest several years ago, entrepreneur Natalie Dale struggled to find good quality sportswear that was durable, affordable and stylish.

The keen sportswoman set up online platform Style PB in 2014, as a way for women to shop for activewear without having to compromise on style.

(1) Who are you and what’s your business?

Im Natalie Dale and Im the founder of Style PB. Im a qualified yoga teacher who spends her life running and cycling around London in leggings, and who decided to turn her love for sportswear into a business.

Style PB is a leading online store for women’s stylish sportswear brands from around the world.

(2) How long have you been around for?

Style PB turned two years-old in September this year, I can’t quite believe where the time has gone.

(3) How do you make money?

By selling very stylish leggings! I am an online retailer so I buy in selected stock from designer brands and then sell this on to my customers via our online store and pop-up shops.

(4) What makes you different and why should people take notice?

Style PB is unique because we are passionate about women and exercise. We focus on buying products that we know our Style PB women will love.

We make sure all our pieces perform for whatever exercise you are practising whilst looking stylish. We also love to champion women in sport and truly believe that exercise can have a positive on women’s lives.

(5) What was key in terms of getting started?

Getting independent designers to believe in Style PB and trust that I would represent their brand appropriately on my website.

I started approaching the brands from the beginning when all I had to show them was myself and my concept. Luckily they believed in Style PB and now Im the one being approached by multi-national brands to stock them.?

(6) What’s your biggest achievement to date?

There have been so many lovely moments I have wanted to celebrate but my best moments are always when I get an email from a customer telling me they love Style PB and then I know I have achieved what I set out to do. Being approached by Under Armour America’s second largest sportswear company was also an epic achievement.

(7) What setbacks have you had along the way?

How long have you got? Starting a business from scratch often feels like a rollercoaster ride everyday with numerous ups and downs.



Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.