Company information

Fast fashion

Through its website and mobile app, its three London stores and its private-shopping townhouse, offers its customers access to more than 450 established and new designers. It also offers 24/7 advice through MyStylist, its dedicated fashion concierge team.

It is all designed to ensure a user-friendly and luxury experience so that its customers – both male and female – can access the best in innovation and forward-looking fashion as easily as possible.

"Online retail has grown at an amazing rate, thanks to the consumers desire for convenience. We have kept ahead of our competitors by introducing initiatives such as 90-minute delivery in London and daily content that’s engaging and topical, exclusively via our app," says Chief Executive Ulric Jerome.

Although based in London, the business is global in its reach, shipping to more than 176 countries. "We have developed fully-translated sites for France and South Korea, and have a global events calendar. It’s all about engaging with our customer across multiple touchpoints and bringing our brand to life," says Ulric. "Putting the customer at the heart of our business and providing them with the best in global style across a variety of platforms has given us a strong customer base on a global scale, and each of these customers, in turn, acts as a brand ambassador."

The company’s business model relies on staying abreast of developments in the fast-moving technology arena, as much as in the world of fashion, but it often pays dividends – its largest single order to date via its mobile app, for example, was for £94,000.

"At, we consider ourselves both a tech and a fashion company, and both are renowned for the speed with which they change," says Ulric. "We always refer to our balance of logic and magic, where our curious spirit is anchored by a strong tech and business infrastructure, as key to our success."