Amanda Wakeley

From its origins 25 years ago as an iconic London-based ready to wear designer, Amanda Wakeley has evolved over the last couple of years to become a prominent luxury lifestyle brand, capturing the essence of the modern London cosmopolitan lifestyle, Amanda’s lifestyle, with an aesthetic point of view based on clean lines, impeccable cut, fit and effortless, sexy glamour.

The brand has two standalone stores in London, the heritage boutique in Chelsea and a newly opened flagship in Mayfair. In addition it has directly operated retail concessions in Harvey Nichols throughout the UK and an exclusive network of wholesale partners throughout Europe, North America and the Middle East.
Amanda Wakelely’s bridal collection is retailed from its own bridal salon located at the Chelsea boutique and is also sold through some of the most exclusive bridal boutiques worldwide.
Roughly 70% of the company’s revenues originate in the UK, The USA and the Middle East are the most important international markets for the brand.
All products categories, from evening wear to daywear, cashmere, accessories and beach collections are designed and developed in house by Amanda and the design and product development team. The brand’s manufacturing base and supply chain is global, with the bulk of production subcontracted to suppliers located in Europe and the UK, and some specific product categories sourced from India and Hong Kong.

The brand has just one license, for a collection of fashion fine jewelery with Ernst Jones (part of Signet Group).
Over the last year many significant changes and progress have taken place including

– Collection: Rebalancing the collection from mostly evening wear to a wider lifestyle assortment including day, beach and swim, cashmere, accessories and a bespoke, evening collection.
– Brand: New brand and corporate identity, logotype and monogram
– Retail: define new retail and merchandising concept, and opening of Mayfair flagship.
– Production and Supply Chain: Re-shaping of the company manufacturing base and supply chain in line with the broadening of the collection

Priorities for 2014 and the next few of years are:
– Accessories: Develop and launch new accessories collection
– Online: Re-design and re-launch of new website and online e-commerce business
– Distribution: Further development of concessions network in key department stores of international franchises
– Licensing: Additional licenses to complement lifestyle positioning, including Home décor, footwear, eyewear…