What Mint Velvet does

Mint Velvet is a privately held British womenswear brand headquartered in High Wycombe, United Kingdom, founded in 2009. The company operates as a multi-channel fashion retailer selling contemporary women's clothing, dresses, shoes, and accessories. Its primary customer segment is fashion-conscious women seeking versatile pieces for holidays, special occasions, and everyday wear, addressed through a direct-to-consumer model combining the owned e-commerce storefront at mintvelvet.com with a network of UK physical boutique stores and worldwide shipping.

The retail assortment is organised around core categories including New In arrivals, Holiday Shop seasonal collections, Dresses, Tops, Trousers & Shorts, Co-ords, Shoes, and Accessories, alongside a Sale section and Gift Cards. Underpinning retail operations is an Integration Platform as a Service (iPaaS) developed with Patchworks and deployed in 2026, which manages 91 integration flows enabling real-time synchronization across e-commerce and store operations. The platform scaled to handle more than 76,000 daily operations during a Black Friday peak, a 64% increase over baseline, while maintaining stability. Supporting services include Personal Styling, Click & Collect, Try Before You Buy (Harper), the Re:Loved pre-owned resale programme, and The Seam Repairs Service for garment maintenance.

Mint Velvet monetises exclusively through one-time retail transactions, with free standard delivery on UK orders over £150. Distribution is anchored domestically through physical stores and ecommerce within the UK, with worldwide shipping announced on the company website. Marketing is conducted through owned channels including email newsletters, content marketing via MV World editorial features such as City Style Diaries with MV Insiders, and organic search. The company is backed by the Lewis Trust Group, which invested in December 2015, and is led by co-founder and CEO Liz Houghton alongside co-founders Jane Rawlings, Lisa Agar-Rea, and chairman Stuart Grant.

Name

Mint Velvet

Legal name

Mint Velvet

Website

https://mintvelvet.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Mint Velvet is a privately held British multi-channel womenswear retailer founded in 2009, selling contemporary clothing, dresses, shoes, and accessories via owned e-commerce and UK boutique stores. The brand serves fashion-conscious women with seasonal occasion and everyday wear, complemented by Personal Styling, Click & Collect, Try Before You Buy, and sustainability resale and repairs services.

Ownership category

akta.pro rank

Headquarters

HQ city

High Wycombe

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales: Direct sales of womenswear clothing, dresses, shoes, and accessories through owned e-commerce storefront and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Mint Velvet designs, sources and sells contemporary women's clothing, dresses, shoes and accessories under its own label through a direct-to-consumer model spanning an owned e-commerce storefront (mintvelvet.com) and physical boutique stores across the United Kingdom, with worldwide shipping. The core product portfolio spans seasonal collections (New In, Holiday Shop), Dresses, Tops, Trousers & Shorts, Co-ords, Footwear and Accessories, complemented by ancillary services such as Personal Styling, Click & Collect, Try Before You Buy (Harper), Gift Cards, the Re:Loved pre-owned resale program and The Seam garment repair service.

Product overview

Mint Velvet is a British womenswear brand offering a single unified retail product line centered on women's clothing and accessories. The core product portfolio comprises seasonal clothing categories including New In arrivals, Holiday Shop seasonal collections, Dresses, Tops, Trousers & Shorts, Co-ords/Matching Sets, Shoes/Footwear, and Accessories, complemented by a Sale section. Supporting the core retail offering are ancillary services including Personal Styling, Gift Cards, Store Locator, Click & Collect, Try Before You Buy (Harper), the Re:Loved sustainability resale program, and The Seam Repairs Service. The company operates both ecommerce and physical retail stores, with recent infrastructure investment in a Patchworks iPaaS platform to manage real-time synchronization across operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Core womenswear assortment including dresses, tops, trousers, shorts and co-ords, sold as seasonal collections under Mint Velvet's own label. Targeted at women shopping for contemporary, versatile everyday and occasion wear.
• Dresses Dress category within Mint Velvet's core womenswear line, highlighted as a TRENDING NOW focus area on the storefront.
• Shoes Footwear range complementing Mint Velvet's women's clothing assortment.
• Accessories Accessories collection accompanying Mint Velvet's clothing and footwear offerings.
• New In Collection Latest arrivals and newly released womenswear collections, including the All New Relaxed Glamour line, presented as a continuously refreshed seasonal drop on the storefront.
• Holiday Shop Collection Seasonal holiday-ready collection of summer womenswear and accessories, including the Summer 2026 Lookbook.
• Gift Cards Digital Mint Velvet gift cards available for purchase for gifting purposes on the storefront.
• Personal Styling Personal styling service offering individualized fashion assistance to Mint Velvet shoppers.
• Re:Loved Resale Program Sustainability initiative enabling resale of pre-owned Mint Velvet garments, supporting circular fashion.
• The Seam Repairs Service Repair service offering garment alterations and maintenance for Mint Velvet customers.
• Click & Collect Buy online and collect in-store service available to UK customers via Mint Velvet's boutique network.
• Try Before You Buy (Harper) Service allowing customers to try items at home before deciding to purchase.

Quantifiable outcome

• 64% increase in daily operational volume during Black Friday while maintaining stability
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• PatchworkscoreTechnology or IntegrationPatchworks developed an Integration Platform as a Service (iPaaS) for Mint Velvet, replacing a legacy integration layer. The platform was delivered in three months and manages 91 integration flows supporting real-time synchronization across ecommerce and store operations. The partnership enables Mint Velvet to have direct control over its integration environment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hobbs London: UK-based contemporary womenswear brand selling dresses, clothing, and footwear through own stores and ecommerce. Closely comparable in target customer (fashion-conscious professional women), price band, and multi-channel DTC model.
• Whistles: British contemporary womenswear retailer offering elevated everyday clothing, dresses, and accessories. Directly comparable in 'relaxed glamour' positioning, store-and-online model, and mid-market price tier.
• ME+EM: UK contemporary womenswear brand with strong DTC and physical-store presence, known for elevated everyday styling. Comparable in customer demographic, omnichannel strategy, and product breadth.
• Reiss: British contemporary fashion retailer with menswear and womenswear, strong DTC and global wholesale. Comparable in contemporary British design aesthetic, store-and-online channel mix, and mid-premium pricing.
• Boden: UK-founded multi-category clothing brand with strong womenswear line, sold primarily DTC via catalogue, web, and stores. Comparable in British heritage, direct-to-consumer focus, and emphasis on quality contemporary styling.
• White Stuff: British casual womenswear and menswear brand with a UK store estate and DTC website. Comparable in relaxed, lifestyle-oriented womenswear positioning and dual retail/e-commerce channel.
• Joules: UK lifestyle clothing brand selling womenswear, menswear, and accessories through stores and online. Comparable in country-lifestyle aesthetic, omnichannel retail, and British high-street presence.
• Karen Millen: British contemporary womenswear brand focused on dresses, tailoring, and occasionwear sold globally via DTC. Comparable in elevated womenswear positioning, occasionwear strength, and direct e-commerce emphasis.
• Ted Baker: British contemporary fashion brand with broad womenswear, menswear, and accessories assortment sold DTC and wholesale. Comparable in British design heritage, mid-premium pricing, and omnichannel retail operations.
• Seasalt: Cornwall-based British womenswear brand with strong sustainable and quality positioning, sold via own stores and DTC website. Comparable in British regional roots, sustainability narrative, and women-focused contemporary assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/mintvelvet
• LinkedInlinkedin.com/company/mint-velvet

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mint Velvet