Asset Acquisition Opportunity

Hilco Streambank is marketing the intellectual property and related assets behind activewear brand Every Second Counts. 

Available immediately. 


Nicholas O'Reilly and Simon Thomas both of Moorfields as Joint Liquidators of E.S.C. Athletica Limited (in Liquidation) ("Every Second Counts" or "the Company") have appointed Hilco Streambank to actively seek interested parties with regards to the sale of the Company's intellectual property assets.

Every Second Counts is a luxury British activewear brand. Merging the boundaries of sportswear, leisurewear and ready-to-wear, Every Second Counts offered stylish, comfortable and performance enhanced pieces for both men and women. Its premium performance-led products are designed for the style-conscious, busy, modern wearer, blending both function with fashion allowing consumers to "make every second count". 

Since launching in 2014, the brand has attracted a loyal following. The Company has developed products which combine a strong design aesthetic with high quality versatile fabrics and technical properties including quick-drying, anti-bacterial, odour control, anti-UV and sweat-wicking features.  

Distribution channels included direct to customers through the Company’s dedicated own brand e-commerce website and UK pop up stores, as well as a network of stockists in the UK, Europe and Asia. Wholesale customers have included Matches Fashion, TriYoga, The Sports Edit, Soho House, Rocco Forte Hotels, Limewood Hotel, The World cruise ship, Vita Pilates, Everybody Pilates and Anatome. Major retailers and department stores in the US and Europe have shown recent interest in the brand.

In 2018 the Company collaborated with renowned Japanese streetwear designed Kazuki Kuraishi to produce a capsule menswear collection, largely for retail within Asia. 

This acquisition represents an excellent opportunity for those wishing to enter or expand in the activewear sector, with an addressable market currently worth c. $270bn.

Screenshot 2018-12-19 at 14.06.50

Available Assets


Every Second Counts has been featured in a variety of publications including Grazia and Vogue US. Marie Claire named the brand as one of the ‘8 New Sportswear Brands You Need To Know’.

In addition to the press, Every Second Counts is loved by a variety of social media influencers, fitness professionals and customers. The brand has been enhanced through association with respected brand ambassadors. 

The brand is associated with authenticity, integrity, quality and versatility. The “Every Second Counts” brand name resonates with consumers on many levels. It provides endless play on words for product names and the motivational slogans (such as “LIVE FOR IT. SWEAT FOR IT. NEVER GIVE UP ON IT. MAKE EVERY SECOND COUNT”) which the Company incorporates on the reverse of garments, in line with its belief in a 360º approach to wellbeing. 


The Every Second Counts brand is protected by a trademark portfolio of registered marks in various territories globally. A trade mark schedule is available for more detail. 


The branded domain name everysecondcounts.co.uk



Copyright in the content of the attractive Every Second Counts e-commerce website.


Instagram @everysecondcounts

Twitter @TeamEverySecond

Pinterest @EverySecondCounts

Facebook @TeamEverySecond


Every Second Counts is known for its expertly crafted, high performance designs. Numerous designs for SKUs of current and previous collections are held across menswear and womenswear, in relation to Every Second Counts activewear products such as leggings, sports bras, tees and shorts. Extensive design collateral includes technical packs and line sheets.


Stock is available for acquisition in addition to the Company’s intellectual property assets. Stock comprises various items of Every Second Counts activewear products. Further detail is available on request. 


Sales Process

Offer deadline: available immediately

Please contact Hilco Streambank to gain access to further information. A Bid Submission Form is available on request. Please be aware that a buyer’s premium of 10% of the sale price is payable by the winning bidder.

Hilco Streambank will only use data you have agreed to share with us. You have the ability to view, change and delete data at any time upon request. Please view our privacy policy.

Contact Us 

For further information please contact the following Hilco Streambank representative:

Linda Shannon 
Office: +44 (0)141 212 2516

Interested Parties

Hilco Global will only use data you have agreed to share with us. You have the ability to view, change and delete data at any time upon request. Please view our privacy policy.