What Isabella Oliver does

Isabella Oliver, trading under the UK private limited company Izzie & Ollie Ltd, is a direct-to-consumer maternity apparel brand founded in 2003 and headquartered in London. It designs, sources, and sells a focused range of maternity wear — dresses, tops and tees, jeans and trousers, knitwear, loungewear, and accessories — manufactured ethically in European facilities using TENCEL™ Lyocell, organic cotton, and deadstock fabrics. Its platform also supports a 14-day rental programme with chemical-free Ozone Room cleaning and a Pre-Loved resale collection, reflecting a circular-fashion position anchored by B Corp certification and a proprietary multi-category Sustainability Index.

The business operates an online-only model, shipping to 120+ countries with localized checkout across 30+ currency/region combinations and accepting a broad range of payment methods. Revenue is generated through three streams: one-time product sales (dresses and tops typically priced $151-$233), pay-as-you-go rentals with £20/day late fees capped at retail value, and commission-based affiliate referrals through AWIN at a minimum 5% rate on average order values of £160+. Distribution extends beyond owned e-commerce to a wholesale channel and a referral/affiliate programme, with marketing driven by organic social (Facebook, Instagram, Pinterest), the Bump Edit blog, email, and PR coverage in Vogue, Harper's Bazaar, Marie Claire, Grazia, Cosmopolitan, and the Daily Mail.

The brand serves expectant mothers worldwide seeking stylish, comfortable, and sustainable maternity clothing that adapts through pregnancy, nursing, and postpartum, with a secondary segment of gift buyers. Operationally, Isabella Oliver is closely affiliated with sister brand Baukjen (sustainable womenswear), sharing infrastructure under the House of Baukjen corporate umbrella. The company has remained privately held since a single disclosed $2.2M funding round in October 2013, with no subsequent institutional rounds, M&A, or public-listing activity on record.

Name

Isabella Oliver

Legal name

Izzie & Ollie Ltd

Website

https://isabellaoliver.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Isabella Oliver is a London-based, B Corp-certified direct-to-consumer maternity apparel brand selling sustainable, ethically-made-in-Europe clothing (dresses, tops, jeans, knitwear, loungewear) to expectant mothers in 120+ countries, with adjacent rental and resale services.

Ownership category

akta.pro rank

Product category

Maternity Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

akta.pro secondary industries

Children’s, Baby & Maternity Apparel Brands (CRAAAAAG), Women’s Apparel Retail (CRAAABAB)

Keywords

• Maternity clothing
• Sustainable fashion
• Maternity apparel
• Pregnancy wear
• Clothing rental

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, Marketing or Sales, Operations, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: Direct-to-consumer sales of maternity apparel including dresses, tops, jeans, knitwear, and loungewear. Products are priced individually (e.g., dresses $151-$233, tops $164) with free shipping over $149.
2. Rental Programme: 14-day rental period for maternity wear with standard or express delivery. Returns are free of charge. Extended rental up to 1 month available upon pre-arrangement.
3. Affiliate Commission: Commission-based revenue through AWIN affiliate programme. Minimum 5% commission on all orders with average order value of £160+.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Isabella Oliver designs, manufactures, and sells sustainable maternity apparel directly to consumers worldwide through its e-commerce platform. The product range includes maternity dresses, tops, jeans, knitwear, loungewear, and accessories made from eco-friendly materials such as TENCEL Lyocell, organic cotton, and deadstock fabrics. The brand complements its retail sales with a 14-day clothing rental programme and a Pre-Loved second-hand collection.

Product overview

Isabella Oliver is a direct-to-consumer maternity apparel brand offering a comprehensive range of maternity clothing across multiple categories including dresses, tops, jeans, trousers, skirts, knitwear, and loungewear. The brand operates on a unified platform model, selling through its e-commerce website with additional services including a rental programme and pre-loved second-hand collection. The product portfolio is organized into core collections (Bestsellers, Essentials, Workwear, Occasionwear, Holiday Clothes) and an Outlet section for discounted items. Key products include the Kelsy Maternity Dress with TENCEL™, Raffa Maternity Shirt, Kelsy Maternity Shirt Dress, Juniper Maternity Blouse, and Organic Cotton Maternity Wide Leg Jeans. The company is B Corp certified and emphasizes sustainable fashion with eco-friendly materials and ethical manufacturing.

Differentiator

Problem solved

Functional benefit

Products and services

• Kelsy Maternity Dress with TENCEL Bump-friendly shirt dress crafted in TENCEL Lyocell with side ties for a flattering silhouette, full-length shirt sleeves with roll-up tabs, and nursing-friendly design for expectant and new mothers.
• Raffa Maternity Shirt Classic cut maternity shirt made from soft lyocell chambray with relaxed fit, utility-style patch pockets, and curved hemline; designed for pregnancy, breastfeeding, and beyond.
• Kelsy Maternity Shirt Dress Versatile maternity shirt dress crafted in viscose with full button-through design and side ties to adjust over the bump; suitable for work, date nights, and baby showers.
• Juniper Maternity Blouse Feminine maternity blouse made from deadstock viscose crepe with playful polka spots, frill collar, shirred cuffs, and puffed sleeves; designed to accommodate a growing bump.
• Organic Cotton Maternity Wide Leg Jeans Wide leg maternity jeans in organic cotton denim with stretch and under-the-bump sit; features traditional jeans fastening and elasticated waistband.
• Maternity Dresses Collection Full collection of maternity dresses including casual, occasion, and workwear styles for expectant mothers.
• Maternity Tops & Tees Collection Maternity tops including tees, shirts, and blouses designed for comfort during pregnancy and nursing.
• Maternity Jeans, Trousers & Skirts Collection Bottom wear collection including jeans, trousers, and skirts designed to fit throughout pregnancy with adaptive waistbands.
• Maternity Knitwear Collection Knitwear collection including jumpers and cardigans for maternity wear.
• Maternity Loungewear Collection Comfortable loungewear designed for pregnancy and postpartum wear.
• Accessories Maternity and lifestyle accessories including eco-friendly laundry products.
• Rental Service Clothing rental programme allowing customers to rent maternity wear for 14-day periods with eco-friendly Ozone Room cleaning and free return shipping; late fees of £20/day apply beyond return date.
• Pre-Loved Collection Pre-owned Isabella Oliver maternity wear available for purchase at reduced prices, supporting circular fashion.
• Isabella Oliver Gift Card Gift card redeemable for purchases across the Isabella Oliver maternity apparel range.

Quantifiable outcome

• Sustainability Index Overall Score: 76%
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Two partnerships are on record, tiered supporting.

• AWIN (Affiliate Window)supportingGTM or Marketing PartnerAWIN serves as the affiliate network platform for Isabella Oliver's affiliate programme. Partners can join through AWIN to earn minimum 5% commission on all orders with 7-day cookie window and average order value of £160+.
• Baukjen (Parent Company)OthersIsabella Oliver is part of Izzie & Ollie Ltd trading as Isabella Oliver, closely associated with Baukjen, a sustainable womenswear brand. Both brands share sustainability commitments and the parent company handles operations including rental services and customer communications.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Seraphine: UK-based premium maternity brand directly competing in stylish, occasion-focused maternity wear; acquired by NEXT in 2021, giving it scaled distribution advantages over Isabella Oliver.
• Hatch Collection: US-based premium maternity brand offering stylish workwear, occasionwear, and everyday maternity; acquired by Go Global Retail. Comparable product mix and price positioning.
• PinkBlush Maternity: US-based online maternity and women's fashion retailer offering trendy and affordable maternity apparel; competes in the same DTC channel with similar occasionwear and everyday styles.

Broad incumbents

• Motherhood Maternity: Mass-market US maternity retailer with extensive assortment across price points; competes for the same expectant-mother customer as Isabella Oliver but at lower price tiers and via physical stores.
• ASOS Maternity: Global fast-fashion incumbent with a dedicated ASOS Maternity line; competes with Isabella Oliver on price and trend cycles for younger expectant shoppers.
• H&M Maternity: Mass-market global apparel retailer with an H&M Maternity range; offers low-price alternatives that compete for price-sensitive maternity shoppers.
• Boohoo Maternity: UK-based fast-fashion incumbent with a maternity line targeting younger, trend-driven shoppers; competes primarily on price and rapid trend turnover.

Others

• Baukjen: Sister sustainable womenswear brand sharing corporate infrastructure, B Corp status, and operations with Isabella Oliver; offers a sister-category expansion path (non-maternity).

Emerging players

• Storq: Smaller US-based DTC maternity brand focused on minimal, sustainable essentials; comparable values-led positioning and similar product breadth (dresses, basics, loungewear).
• Pact: Sustainable organic-cotton apparel brand with maternity offerings; competes on the same sustainable-materials narrative that Isabella Oliver uses (organic cotton, ethical manufacturing).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/IsabellaOliver
• Facebookfacebook.com/IsabellaOliverMaternity
• Instagraminstagram.com/isabellaoliver
• LinkedInlinkedin.com/company/baukjen-group-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Isabella Oliver