ALLSAINTS
AllSaints is a London-headquartered British contemporary fashion retailer founded in 1994, selling apparel, leather goods, footwear, accessories, and fragrances through 200+ owned stores, e-commerce, and a mobile app to fashion-conscious consumers across the UK, Europe, North America, and Asia.
- Company typePrivate
- Founded1994
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What ALLSAINTS does
AllSaints is a London-headquartered British contemporary fashion retailer founded in 1994 by Stuart and Laurel Peters, operating as a privately held company under the legal entity All Saints Retail Limited. The company sells men's and women's apparel, signature leather goods (notably leather jackets at £300-£499), footwear, accessories (bags, belts, jewellery, sunglasses), and fragrances through a globally distributed omnichannel model comprising 200+ owned retail stores, localized e-commerce websites for the UK, Germany, the US, Canada, France, Japan, and Korea, a wholesale channel, and a 2023-launched mobile shopping app. AllSaints serves fashion-conscious consumers globally across four major regions — UK, Europe, North America, and Asia — with a 2,300-person workforce spanning studios, stores, and distribution centers. The brand is also the parent of John Varvatos, a wholly-owned designer fragrance and lifestyle subsidiary recently re-established in New York.
The company's revenue model is straightforward direct-to-consumer retail: one-time purchase transactions on physical apparel and accessories at accessible-luxury price points (£25-£499), augmented by a premium fragrance line (Eau de Parfum at $125/€105/£80 per 100ml) developed in partnership with Scent Beauty, and a wholesale channel for trade buyers. The go-to-market is omnichannel, with active customer acquisition across Instagram, TikTok, Facebook, YouTube, Pinterest, Discord, email (Emarsys-powered A-LIST newsletter), and an iOS/Android app. Customer support is handled via ZenDesk, payments through Adyen, PayPal, and Klarna, and international checkout enabled by Global-e.
Operationally, AllSaints is undergoing a measurable technology modernization. In 2025-2026 it deployed NewStore's unified commerce platform across UK stores (with global rollout planned to 200+ locations), partnered with Impact Analytics to implement the CortexEye agentic AI platform across buying, merchandising, assortment planning, markdown optimization, and replenishment, and rolled out the Thrive AI-powered employee platform across its global workforce in under six weeks. These investments are explicitly framed as replacements for legacy spreadsheet-based workflows. Leadership has experienced notable turnover: COO Catherine Jobling exited in October 2025 after seven years with no replacement planned, and veteran customer leader SJ Grabiec departed in July 2026 to join River Island — consistent with a cost-disciplined posture alongside the tech build-out.
ALLSAINTS firmographics
Firmographics- Name
- ALLSAINTS
- Legal name
- All Saints Retail Limited
- Website
- https://allsaints.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AllSaints is a London-headquartered British contemporary fashion retailer founded in 1994, selling apparel, leather goods, footwear, accessories, and fragrances through 200+ owned stores, e-commerce, and a mobile app to fashion-conscious consumers across the UK, Europe, North America, and Asia.
- Ownership category
- akta.pro rank
ALLSAINTS industry classification
Industry- Product category
- Contemporary Fashion Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110), Luggage and Leather Goods Retailers (45832)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)
Keywords
Where ALLSAINTS is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
ALLSAINTS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Apparel and accessories retail: Direct product sales through owned retail stores and e-commerce platform. One-time purchase model for clothing, footwear, accessories, and leather goods targeting fashion-conscious consumers globally.
- Fragrance products: Eau de Parfum collection sold as premium fragrance products at price points of $125/€105/£80 for 100ml, developed in collaboration with Scent Beauty
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price retail clothing and accessories |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
ALLSAINTS product offering
Product offeringCore offering
AllSaints designs, sources, and retails contemporary fashion apparel, footwear, leather goods (notably signature leather jackets), accessories, and fragrances under its own brand. Products are sold through a global network of 200+ owned retail stores, a direct-to-consumer e-commerce website, and native mobile shopping apps, with omnichannel integration linking physical and digital storefronts.
Product overview
AllSaints is a London-based contemporary fashion brand offering men's and women's apparel with a focus on leather goods, particularly leather jackets. The product portfolio includes clothing across all categories (tops, bottoms, outerwear, knitwear), footwear, accessories (bags, belts, jewellery), and fragrances. The brand also operates sub-brands including John Varvatos. In terms of digital products, AllSaints offers a mobile shopping app and has implemented technology platforms including NewStore for unified commerce operations and Impact Analytics for AI-powered buying and merchandising. The company employs 2,300 people globally across studios, stores, and distribution centers in the US, UK, Europe, and Asia.
Differentiator
Problem solved
Functional benefit
Brands
- John Varvatos: Designer fragrance and lifestyle brand acquired by AllSaints, operating as a subsidiary within the AllSaints portfolio.
Products and services
- Men's Apparel Men's fashion clothing including t-shirts, shirts, knitwear, sweatshirts, hoodies, jeans, trousers, shorts, swimwear, polo shirts, loungewear, leather jackets, coats, and jackets, targeted at fashion-conscious male consumers.
- Women's Apparel Women's fashion clothing including dresses, tops, shirts, t-shirts, knitwear, sweatshirts, hoodies, jeans, trousers, skirts, shorts, swimwear, co-ord sets, suits and tailoring, leather jackets, coats, and jackets, targeted at fashion-conscious female consumers.
- Leather Jackets Iconic leather jackets for men and women, including biker jackets, suede jackets, black leather jackets, cropped, funnel neck, and shearling variants, positioned as the brand's signature product category with prices ranging from £300-£499.
- Footwear Shoes and boots for men and women including sandals, sliders, trainers, boots, heels, flats, and loafers, priced from £65 to £249.
- Accessories Leather goods including bags, handbags, belts, wallets, and cardholders, plus jewellery, sunglasses, hats, caps, scarves, and underwear/socks, priced from £25 to £229.
- Fragrances (Eau de Parfum Collection) Unisex fragrance collection including Sunset Riot Intense, Shoreditch Leather, Ravaged Rose, Sacred Sands, and Naked Woods, developed in collaboration with Scent Beauty and perfumer Gabriela Chelariu. Priced at $125/€105/£80 for 100ml with signature hexagon bolt-shaped bottle design.
- John Varvatos
Quantifiable outcome
- Monday Trading Pack available by 8:00 AM instead of requiring data collation from previous day
Companies that use ALLSAINTS
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
ALLSAINTS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability6 records
Feature3 records
ALLSAINTS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- ThrivecoreAI-powered employee platform covering global workforce across studios, stores and distribution centers in the US, UK, Europe and Asia. Platform combines learning, communication and knowledge management into a single branded mobile experience designed for deskless workforces. Deployment completed in under six weeks.
- Impact AnalyticscoreStrategic partnership to modernize AllSaints' buying and merchandising operations by replacing legacy spreadsheet-based workflows with AI-native planning tools. Deployment includes CortexEye for agentic AI Business Intelligence, Allocation and Replenishment, Markdown and Promotional Pricing optimization, Merchandise Financial Planning, and Assortment and Range Planning. The initiative aims to accelerate weekly trading cadence and improve forecast accuracy.
- Scent BeautycoreCollaboration for fragrance development resulting in the EDP Collection launch. Perfumer Gabriela Chelariu created signature scents including Sunset Riot Intense, Shoreditch Leather, Ravaged Rose, and new launches Sacred Sands and Naked Woods. All fragrances feature signature hexagon bolt-shaped bottle design.
- NewStorecoreUnified commerce platform deployment in UK stores following the 2023 shopping app launch. Covers 10+ locations with more coming online weekly, with plans for global expansion across 200+ stores. Seamlessly connects mobile, digital, and physical retail for improved in-store customer experience.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
ALLSAINTS competitors and assessment
Company assessmentDirect peers
- Ted Baker: British contemporary fashion retailer with global store footprint selling menswear, womenswear, and accessories at similar accessible-luxury price points to AllSaints. Most directly comparable in terms of brand positioning, geographic mix, and customer demographic.
- Reiss: British contemporary fashion brand operating owned retail stores globally alongside e-commerce, with strong emphasis on tailored and occasion wear. Comparable to AllSaints in price positioning, omnichannel maturity, and UK heritage with international expansion.
- Superdry: British contemporary fashion retailer with global store network selling menswear, womenswear, and accessories. Directly comparable in scale, geographic mix (heavy UK/Europe with US presence), and contemporary price positioning.
- French Connection: British contemporary fashion brand with wholesale and retail distribution selling apparel and accessories. Comparable to AllSaints in heritage (founded similar era), contemporary positioning, and product category mix.
- COS: Contemporary fashion brand owned by H&M Group operating owned retail stores and e-commerce globally. Directly comparable in modern minimalist aesthetic, global store footprint, and contemporary price points that compete for the same customer.
- Massimo Dutti: Contemporary fashion brand owned by Inditex with global store presence selling menswear, womenswear, and accessories. Comparable to AllSaints in elevated contemporary positioning, international retail expansion, and omnichannel capabilities.
- Paul Smith: British designer fashion brand operating owned retail stores globally and selling menswear, womenswear, and accessories. Comparable to AllSaints in British heritage, signature design-led aesthetic, and global retail presence with similar price architecture.
Broad incumbents
- Burberry: British heritage luxury fashion house with global retail network, broader product portfolio, and significantly higher price points than AllSaints. Comparable as a UK-based omnichannel fashion brand with leather goods heritage and international store footprint.
- Hugo Boss: Global premium fashion brand with extensive owned retail network spanning menswear, womenswear, and accessories. Comparable to AllSaints in global omnichannel retail operations, contemporary-leaning premium positioning, and technology investments in store experience.
- J.Crew: American contemporary fashion retailer with omnichannel distribution selling menswear, womenswear, and accessories at similar price points to AllSaints. Comparable in contemporary positioning, reliance on promotional cycles, and omnichannel strategy including mobile app.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ALLSAINTS social profiles
Digital presenceALLSAINTS financial estimates
Financial estimateRevenue estimate
Valuation estimate
ALLSAINTS leadership team
Management profileNumber of profiles
Profiles9 records
ALLSAINTS subsidiaries and ownership
Company hierarchySubsidiaries1 record
ALLSAINTS funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ALLSAINTS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ALLSAINTS
What does ALLSAINTS do?
AllSaints designs, sources, and retails contemporary fashion apparel, footwear, leather goods (notably signature leather jackets), accessories, and fragrances under its own brand. Products are sold through a global network of 200+ owned retail stores, a direct-to-consumer e-commerce website, and native mobile shopping apps, with omnichannel integration linking physical and digital storefronts.
Is ALLSAINTS a public or private company?
ALLSAINTS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ALLSAINTS founded?
ALLSAINTS was founded in 1994. It employs 1,001 to 5,000 people.
Where is ALLSAINTS based?
ALLSAINTS is headquartered in London, United Kingdom, in the Europe region.
How does ALLSAINTS make money?
Two revenue lines are on record. Apparel and accessories retail is the primary driver. The others are fragrance products.
Who are ALLSAINTS's main competitors?
Direct peers on record are Ted Baker, Reiss, Superdry, French Connection, COS, Massimo Dutti and Paul Smith. Broad incumbents are Burberry, Hugo Boss and J.Crew.
Does ALLSAINTS have an API?
No public API is recorded for ALLSAINTS.
What industry is ALLSAINTS in?
ALLSAINTS's product category is Contemporary Fashion Retail. Its primary akta.pro industry code is CRAKAGAE, Luxury Accessories Retail (Leather Goods, Sunglasses, SLG). Its NAICS code is 458 and its SIC code is 5600.