What Shrimps does

Shrimps is a London-based, founder-led luxury fashion brand established in 2013 by designer Hannah Weiland. The company designs, produces, and sells cruelty-free womenswear (ready-to-wear, knitwear, outerwear, bridal), jewellery, bags, accessories, baby and kidswear, and homeware, with hand-embroidered merino wool knitwear and colourful faux fur as signature categories. Products are designed in London and produced in limited runs across two main annual collections supplemented by small capsule drops.

The business operates a direct-to-consumer model primarily through its own e-commerce storefront at shrimps.com, with global shipping to over 100 countries, localized currency pricing, and a Try Before You Buy concierge service in Greater London via Harper Concierge. Revenue is generated through one-time unit-based transactions at premium price points, ranging from approximately £44 for accessories to £1,550 for bridal dresses, supplemented by repair and alteration services through The Seam partnership and exposure to circular-economy demand via HURR (rental) and Treet (pre-loved resale).

Distribution extends beyond the owned site through a flagship tableware collaboration with Oliver Bonas (physical retail and oliverbonas.com) and an unusually active 2025 collaboration program spanning Allbirds, Reformation, BINIBAMBA, Strathberry, Elemis, Daisy, Rapha, and Pelican House. The brand is independently owned with no disclosed external funding or institutional investment, employs 11–50 staff, and has positioned sustainability as a strategic priority via the Institute of Positive Fashion Low Carbon Transition Programme.

Name

Shrimps

Legal name

Shrimps

Website

https://shrimps.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Shrimps is a London-based, independently owned luxury fashion brand founded in 2013 by Hannah Weiland, designing and selling cruelty-free womenswear, knitwear, bridal, jewellery, accessories, baby and kidswear, and homeware direct-to-consumer globally with an active collaborations program.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: Shrimps generates revenue through direct-to-consumer sales of womenswear, knitwear, outerwear, baby & kidswear, jewellery, accessories, and homeware products via its e-commerce platform. Revenue is one-time transaction-based with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Shrimps designs, produces, and sells a British luxury fashion range of cruelty-free womenswear, hand-embroidered merino wool knitwear, faux fur outerwear, statement jewellery, bags and accessories, bridal wear, baby & kidswear, and homeware directly through its owned e-commerce platform at shrimps.com, complemented by concierge Try Before You Buy, repairs and alterations, and an active program of brand collaborations. The brand produces two main collections per year plus seasonal capsule drops in limited runs, with global shipping to over 100 countries.

Product overview

Shrimps is a British luxury fashion brand founded by designer Hannah Weiland in 2013, initially renowned for bringing colourful faux fur to the luxury sphere and leading the conversation on cruelty-free fashion. The brand offers a comprehensive lifestyle product portfolio spanning ready-to-wear clothing (dresses, tops, trousers, skirts), luxury outerwear (coats, jackets, trench coats), hand-embroidered merino wool knitwear (cardigans, jumpers, vests, hoodies), statement jewellery (earrings, necklaces, hair accessories), bags and accessories, cruelty-free baby & kidswear, homeware (coasters, hot water bottles, ceramics), and bridal wear. The brand produces two main collections annually (Spring/Summer and Autumn/Winter) with small capsule drops throughout the season. Core services include Try Before You Buy via Harper Concierge in Greater London and repairs/alterations via The Seam partnership. Shrimps also maintains an active collaboration program with brands including Oliver Bonas, Allbirds, Reformation, BINIBAMBA, Strathberry, Elemis, Daisy, and Rapha, as well as circularity initiatives through HURR for rental and Treet for resale.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Carbon footprint reduction target of nearly 25% over 5 years through Low Carbon Transition Programme

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Oliver BonasflagshipStrategic or Co-development Partner · 1 January 2025An exclusive tableware collaboration reimagining Shrimps' knitwear textures into tactile ceramic forms. The 21-piece collection includes ceramic mugs, jugs, plates, glassware, and textiles with a warm colour palette and vintage-inspired silhouettes. Available at Oliver Bonas stores and oliverbonas.com.
• Pelican HousecoreStrategic or Co-development Partner · 1 January 2025Four-piece collection called 'Vesta by Shrimps' inspired by archival Shrimps prints and Hannah Weiland's travels and home life. Named after the Roman goddess of hearth, home, and family. Blends playful motifs with timeless elegance in signature Shrimps hues.
• AllbirdscoreStrategic or Co-development Partner · 1 January 2025Three-piece monochromatic capsule celebrating urban exploration, blending functionality with both brands' playful design languages. Includes Trail Runner Fluff, Balthasar Coat, and Mini Antonia Bag.
• ReformationcoreStrategic or Co-development Partner · 1 January 2025Holiday season collaboration featuring classic Reformation charm with Shrimps' playfulness. Uses responsibly-sourced fabrics including regenerative wool and 95% recycled cashmere in playful silhouettes.
• BINIBAMBAcoreStrategic or Co-development Partner · 1 January 2025Holiday collection for children featuring nostalgic merino wool knits, bonnets, booties, and stockings adorned with velvet and bows. Celebrates the joy of dressing up.
• StrathberrycoreStrategic or Co-development Partner · 1 January 2025Capsule collection combining Shrimps' playfulness with Strathberry's craftsmanship and marriage of textures.
• ElemisminorGTM or Marketing Partner · 1 January 2025Travel Icons collection where Shrimps-designed blush-pink printed travel bags house Elemis skincare products for holidays.
• Daisy JewelleryminorStrategic or Co-development Partner · 1 January 2025Playful jewellery collection featuring detachable lucky charms, chunky chains, pearls, woven textures, and floral motifs. All pieces crafted in recycled silver and 18ct gold plate.
• RaphaminorStrategic or Co-development Partner · 1 January 2025Cycling apparel collection combining Rapha's product innovation with Shrimps' playful aesthetic. Experimental yet wearable pieces for cycling adventures.
• Harper ConciergecoreImplementation/ SI/ Consulting Partner · 1 January 2024Try Before You Buy service serving Greater London. Style Concierge delivers pieces to customers' homes for a 40-minute try-on session. Customers pay only for items they keep; returns are collected. Service costs £10 and operates 7 days a week.
• The SeamcoreImplementation/ SI/ Consulting Partner · 1 January 2024Repairs, alterations, and tailoring service connecting customers with local vetted Makers. Offers button repair, zipper repair, bag handle repair, beading repair, seam repair, dress alterations, and knitwear restoration. A 20% service fee is applied to maker prices.
• HURRminorChannel Partner/ Reseller/ Distributor · 1 January 2024Rental partnership for Shrimps clothing and accessories. Exclusive one-of-a-kind Antonia bags available for rental through HURR's platform.
• TreetminorChannel Partner/ Reseller/ Distributor · 1 January 2024Resale marketplace partnership for buying and selling pre-owned Shrimps pieces. Curated marketplace at treet.co enables circular fashion economy.
• Royal MailcoreOthers · 1 January 2024UK domestic delivery partner. Royal Mail is cited as the UK's greenest delivery option for parcels based on Citizens Advice 2023 Parcels League Table average gCO2e emissions per parcel delivered.
• Institute of Positive Fashion / British Fashion CouncilcoreOthers · 1 January 2024Completed Low Carbon Transition Programme in association with the Institute of Positive Fashion and British Fashion Council, resulting in a structured 5-year plan to reduce carbon footprint by nearly 25%.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rixo London: Rixo is a London-based DTC womenswear brand known for feminine, printed dresses and luxury price points with limited production runs — directly comparable to Shrimps in target customer, price band, and London heritage.
• Ganni: Ganni is a Danish contemporary luxury womenswear brand sold DTC and via wholesalers with playful prints and strong influencer-led marketing, comparable to Shrimps in aesthetic, customer, and price positioning.
• Rotate Birger Christensen: Rotate is a Danish specialty womenswear label focused on party and event dresses with strong social media traction and limited drops, mirroring Shrimps' occasionwear and limited-run model.
• Sleeper: Sleeper is a Ukrainian-born DTC womenswear and loungewear brand with feather-trim, occasion-driven designs and cruelty-free positioning, sharing Shrimps' playful, statement-piece DNA and luxury pricing.
• Kitri Studio: Kitri is a London-based independent womenswear label built around founder-led design, limited drops, and Instagram-led DTC sales — a near-direct analog to Shrimps' model.
• Self-Portrait: Self-Portrait is a contemporary luxury womenswear label known for distinctive occasionwear and lace dresses with global DTC and department store distribution — directly comparable in customer, occasionwear focus, and price band.
• Mother of Pearl: Mother of Pearl is a London-based sustainable luxury womenswear brand emphasising craftsmanship and ethical sourcing, closely aligned to Shrimps' cruelty-free and British-designed positioning.
• Needle & Thread: Needle & Thread is a London-based womenswear and occasionwear brand known for embellished, hand-decorated dresses with premium price points — comparable to Shrimps in craftsmanship, customer, and occasionwear focus.

Emerging players

• Reformation: Reformation is a US-based sustainable womenswear brand and a 2025 Shrimps collaboration partner; it overlaps in cruelty-free, sustainability-led positioning and DTC luxury womenswear, but operates at significantly larger scale.
• Strathberry: Strathberry is an Edinburgh-based DTC accessories label with luxury leather handbags; a 2025 Shrimps collaborator, it overlaps with Shrimps' bags/accessories line and craft-driven Scottish/British heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shrimpslondon
• Instagraminstagram.com/shrimps
• Pinterestpinterest.co.uk/ShrimpsLDN
• Xx.com/shrimps__
• LinkedInlinkedin.com/company/shrimpslondonltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Shrimps