Established in 1784 Viyella became the first branded fabric in the world. A quintessentially British brand, Viyella incorporates the finest luxury fabrics, techniques and superior tailoring for the highest level of quality. Priding itself on the four brand values – ‘Classic, Smart, Quality and Stylish’, the brand was acquired by Austin Reed Group in 2009.
Originally famous for its unique cotton/wool fabric, the brand has since established itself as a high quality retailer offering classic, British styling to both men and women. Today Viyella successfully maintains its UK presence through 75+ directly operated stores and 50+ concessions, whilst maintaining its International business through strategic partnerships in Europe, North America and South Africa.
A New Chapter
Since acquiring the brand in 2009, the Group has continued to ensure the brand is at the forefront appointing India Hicks; British Aristocrat, designer, author and International model as the face of Viyella womenswear in 2010. The following year launching diffusion label ‘Ella by Viyella’; aimed at a slightly younger female customer. Inspired by Viyella’s heritage, this label adds fashion focus and attitude to classic, British design opening Viyella’s offering to a wider audience.
The opening of a flagship store at London’s iconic Regent Street, sees the most recent chapter for the brand combining reinforcing its status on today’s high street.
The Opportunity - Licensing
With its incredible history and extensive fabric archives, Viyella sees real potential for licensing expansions. Licensing home furnishings worldwide since 2004 through high end retailers, the brand is now ready to explore licensing opportunities in select categories/territories.