Wax London has come a long way since opening its first concession at Fenwick just a year ago, marking a period of strong expansion for the 10-year-old brand. The trajectory’s been underpinned by a steady rise across retail and wholesale markets, expanding from its UK base into the US, Hong Kong and Japan.
Wax London… now in Leeds
No wonder its managing director Roger Wightman said the fashion brand “has recorded a milestone year of growth… marked by new international retail partnerships, a strengthened US operation and a major uplift in wholesale performance.”
Standalone UK retail locations now extend across London (four to date) and Leeds. Additional international activations included a month residency at The Optimist in Los Angeles, a seasonal event at Kapok in Hong Kong, and a pop-up in Shibuya, Japan.
But it’s Wax London’s wholesale channel that has blossomed, recording a 40% increase, supported by a global presence spanning 24 countries, 192 accounts and more than 500 stores. Key partners include Harrods, Nordstrom (50 doors), Harvey Nichols, Liberty London, END Clothing, Brown Thomas, Bloomingdale’s, Le Bon Marché and Beams Japan, “illustrating the brand’s widening international distribution and elevated positioning”.
In the US, the brand said it has rapidly scaled operations by establishing a dedicated 3PL supporting both B2B and DTC.
A revised supply chain “now enables direct domestic shipping, faster fulfilment and improved customer benefits including free returns and free shipping over $200 driving increased e-commerce and wholesale opportunities across the market”.
Wightman added: “These results are not only a reflection of our past success but also a strong foundation for the next phase of Wax London’s… growth… as [we] moves into its next phase with a clear focus on international expansion and continued brand elevation.”
