British fashion label Damson Madder has achieved rapid growth, reaching £31 million in projected 2025 revenue just five years after its 2020 launch. Founder Emma Hill credits the brand's success to bold, versatile designs that appeal to older Gen Zs and millennials. The company is expanding wholesale partnerships and planning international pop-ups amid scaling challenges.
Emma Hill founded Damson Madder in 2020 after working as a buyer for UK high street retailers. She sought to create considered, bold designs that were more responsible than fast fashion and accessible compared to luxury. The brand's aesthetic features bold prints, colors, and a utility-meets-vintage style.
Revenue milestones include £4.5 million in 2023, quadrupling to £19 million in 2024, with £31 million targeted for fiscal 2025. The team has grown from 26 to 48 employees at the Camden headquarters, which is undergoing expansion. Wholesale accounts for a third of sales, with stockists such as Selfridges—where it is a top seller—End, Galeries Lafayette, Nordstrom, and Revolve. A shop-in-shop opens at Selfridges' London flagship in July, and a Nordstrom pop-up is set for September.
Versatility drives consumer appeal, with pieces like reversible jackets and detachable scarves allowing multiple styling options. Prices range from £45 for T-shirts to £195 for coats. Hill emphasizes innovation, giving the design team time for hand-painted details and embroidery. "If you are elevating that price point from high street, you need to show people why they are paying that extra," she says.
Early growth relied on organic efforts and viral products, including a leopard print cargo pant with 15,000 sign-ups at £100 and a current reversible trench coat, the Jerry, with 45,000 sign-ups from an initial 300-unit run. The US is the fastest-growing market, representing 25% of direct-to-consumer sales and 60% of wholesale. A 2024 New York pop-up led to a 600% website sales increase, boosted by celebrity wear like Olivia Rodrigo's Bora dress, which sold out 400 units in a day.
Sustainability is core, with 90% organic cotton and supply chain transparency in Türkiye, China, and India. A head of sustainability was hired last year, and the first impact report is due in April. Hill is investing in backend systems like a new ERP and senior hires to manage growth. Future plans include a Paris showroom in June, an LA pop-up in April, and a UK standalone store.
"The brand’s potential has begun to outpace the speed in which we can scale operationally," Hill notes, focusing on protecting the brand's unique identity amid expansion.
