Fox Brothers & Co

What Fox Brothers & Co does

Fox Brothers & Co Ltd is a British textile manufacturer founded in 1772 in Wellington, Somerset, operating from the historic Tonedale Mill. The company specialises in handmade woollen and worsted fabrics and is officially credited as the original creator of flannel. It produces a broad cloth range spanning tropical worsteds (230g) to heavyweight overcoatings (990g), including signature lines such as The Original Authentic Flannel, 1772 Flannel (a Merino-cashmere blend launched for the 250th anniversary), Fox Air, Fox Tweed, and Sports Jacketing. Production combines traditional Jacquard and Hattersley looms with modern Northrop and Sulzer looms and multi-stage finishing processes (scouring, milling, cropping, pressing), all conducted entirely in England.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce via foxflannel.com sells cloth by the linear metre to individual tailors and enthusiasts globally, while direct B2B relationships supply prestigious tailoring houses (Kiton, Cifonelli), luxury automotive brands (Bentley, Aston Martin), and sportswear collaborators (Nike, Adidas). A wholly-owned retail subsidiary, The Merchant Fox (launched 2012), extends the brand into ready-made garments. Revenue is diversified across cloth sales, ready-made retail, and licensing/royalty arrangements from collaborations. Pricing is per-metre, ranging from approximately £47 (linings) to £367.50 (1772 Flannel premium line), with global shipping to over 15 countries via DHL Express and regional agents in Japan and South Korea. The company is privately held, having been acquired in 2009 by Deborah Meaden and Douglas Cordeaux.

Name

Fox Brothers & Co

Legal name

Fox Brothers & Co Ltd

Website

https://foxflannel.com

Company type

Private

Founded year

1772

Operating status

Operating

Headcount range

11–50 employees

Short description

Fox Brothers & Co is a 250-year-old British woollen and worsted cloth manufacturer based in Somerset, supplying premium fabrics by the metre to luxury fashion houses (Kiton, Cifonelli), bespoke tailors, luxury automakers (Bentley, Aston Martin), and discerning consumers worldwide via foxflannel.com and The Merchant Fox retail subsidiary.

Ownership category

akta.pro rank

Product category

Woollen and Worsted Cloth Manufacturing

NAICS

Broadwoven Fabric Mills (31321)

SIC

Textile Mill Products (2200)

akta.pro primary industry

Denim & Twill Mills (IMAOABAG)

Keywords

• Woollen cloth manufacturing
• Worsted fabric production
• Heritage textile mill
• Luxury flannel weaving
• Bespoke tailoring fabrics

Headquarters

HQ city

Wellington

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cloth Sales (B2B & B2C): Fox Brothers sells woollen and worsted fabrics directly to luxury fashion houses, renowned tailors, film studios, and consumers. Cloth is sold by the linear metre through their e-commerce platform. Collections include seasonal limited releases, standard ranges, and bespoke commissions.
2. The Merchant Fox (Retail Subsidiary): The Merchant Fox, launched in 2012, is the retail subsidiary offering premium ready-made garments and accessories rooted in British heritage and traditional design.
3. Licensing & Collaborations: Fox Brothers licenses their heritage brand and cloth designs to partners including Nike (2014 limited edition trainers), Adidas, and Permanent Style. These collaborations generate revenue through licensing fees and royalty arrangements.
4. Brand Partnerships: Strategic partnerships with brands such as Bentley (EXP 15 interior cloth), The Campaign for Wool (patron HM King Charles III), and participation in fashion events create co-marketing and licensing opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Fox Brothers & Co is a historic British textile manufacturer specializing in handmade woollen and worsted fabrics, founded in 1772 at Tonedale Mill in Wellington, Somerset. The company produces premium cloth sold by the metre through its direct e-commerce platform (foxflannel.com), supplies luxury fashion houses and tailors through B2B relationships, licenses its heritage brand for collaborations with partners such as Nike, Adidas, and Bentley, and operates a retail subsidiary (The Merchant Fox) selling ready-made garments.

Product overview

Fox Brothers & Co is a prestigious British textile manufacturer specializing in handmade woollen and worsted fabrics with a pattern archive dating back to 1772. The company's product portfolio is organized into distinct cloth collections spanning various weights, fibers, and purposes. Core flannel offerings include The Original Authentic Flannel (530-560g lambswool), 1772 Flannel (400-430g merino/cashmere blend launched for the 250th anniversary), and Classic Flannel (370-430g merino). Lightweight options encompass New Golden Fox and Golden Fox Worsteds (230-260g), while Fox Air (285-315g) serves tropical suiting needs. Three-season versatility is provided by Fox City (290-320g merino), Fox Jacketing (290-310g merino/cashmere), and Somerset Jacketing (340-370g). Heavyweight tweeds include Fox Tweed (480-510g) and Sports Jacketing (400-430g lambswool), while Overcoating handles outerwear at 450-990g. Special offerings include Fox Drop (limited seasonal releases), the Permanent Style collaboration, Cocktail Collection (barathea fabrics), Fox Linen, Fox Khaki (cotton twill), and Fox Lining (cupro linings). Retail subsidiary The Merchant Fox offers finished garments and accessories. All cloth is produced entirely in England at the company's Somerset mill.

Differentiator

Problem solved

Functional benefit

Brands

• Fox Flannel: Primary retail brand for selling Fox Brothers cloth products online
• The Merchant Fox

Products and services

• Fox Drop Limited release seasonal cloth collection featuring special edition designs released throughout the year. Includes archive-inspired patterns and seasonal favorites in various weights, priced from £216.67 to £267.75 per metre.
• New Golden Fox Lightweight 100% wool collection at 230-260g, offering breathable fabrics in a vibrant spectrum of shades for warmer seasons. All items priced at £225.75 per metre with 61 plain colour variants including Dusky Summer, Rich Terracotta, and Baked Earth.
• The Original Authentic Flannel Signature 530-560g (19-20oz) flannel collection woven in small batches from 100% Lambswool, representing the heaviest weight flannel offering. All items priced at £267.75 per metre in plain colours including Soft Grey, Mid Grey, Charcoal, Black, Char Brown, and Char Navy.
• 1772 Flannel Premium collection launched for the company's 250th anniversary in 2022, woven from 90% Merino Lambswool and 10% Cashmere at 400-430g. All items priced at £367.50 per metre - the premium price point reflecting the luxury fibre blend.
• Classic Flannel Traditional flannel collection incorporating rich melange shades in plain and classic patterns at 370-430g, woven from 100% Merino and Superfine Merino Wool. Worn by generations of Hollywood actors and statesmen. All items priced at £246.75 per metre with 52 options across checks, herringbones, houndstooths, pindots, plains, and stripes.
• Cocktail Collection Curated barathea range presented in four weights (320-630g) for evening wear and everyday garments, woven in new plain colours and subtle checks from 100% Wool.
• Fox Air Tropical suiting with crisp, dry, crease-resistant handle. 100% Wool with 53 options including Madras checks, windowpanes, and four-point stars. All items priced at £215.25 per metre.
• Fox City Quintessential three season collection suitable for trousers, jackets, and suits. 100% Merino Wool with 47 options including plains, checks, and pindots. All items priced at £204.75 per metre.
• Fox Jacketing Seasonal cloths featuring glen checks, houndstooth, windowpanes. Meeting of fine merino and cashmere. All items priced at £341.25 per metre - premium pricing for luxury blend. 13 options available.
• Fox Khaki Cotton twill collection at 310-320g offering a curated range of colours for casually tailored wardrobes, including trousers and jackets. 100% Cotton with 33 twill options in colours including Khaki Green, Dark Pine, Sand, and Burnt Sienna. All items priced at £110.25 per metre.
• Fox Linen Spring and summer tailoring in 100% Linen. All items priced at £110.25 per metre with 19 options including plainweave, hopsack, and herringbone in vibrant colours at mixed weights (260-500g).
• Fox Lining Premium cupro linings woven in Italy at 111-120g. Standard Fox linings (FL series) at £47.25-£49.61; Premium branded linings (PL series) with shield motifs, florals, and paisleys at £78.75.
• Overcoating Heavyweight coating cloths for topcoats and outerwear. All items priced at £304.50 per metre. 25 options including covert, herringbone, plain, twill, and windowpane patterns at mixed weights (450-990g).
• Somerset Jacketing Soft tweed jacketing collection at 340-370g woven from 100% Merino Wool, inspired by the Somerset countryside.
• Sports Jacketing British heritage-inspired sports jackets with striking contemporary check patterning. 100% Lambswool with 32 options including gunclub checks, houndstooths, and barleycorns. All items priced at £236.25 per metre at 400-430g.
• Golden Fox (Worsted) Classic three-season worsted cloth at 230-260g woven from 100% Merino Wool, used by the world's finest tailors.
• Worsted Classics Classic occasion collection at 320-400g featuring the 'London Shrunk' finish, including twills, hopsacks, baratheas, and plain weaves in 100% Merino Wool for business, travel, and evening wear.
• Fox Tweed Designed for city and country jackets. All items priced at £236.25 per metre. 53 options including checks, hairline, herringbone, and twill patterns at 480-510g.
• FOX x Permanent Style Collaboration collection with Permanent Style featuring 8 exclusive cloth designs including houndstooth, chalk stripe flannel, dark green flannel, herringbone tweeds, and overcoating in mixed weights of superfine merino wool.
• The Merchant Fox Retail subsidiary of Fox Brothers & Co Ltd offering premium ready-made garments and accessories rooted in British heritage and traditional design for those who appreciate timeless design and vintage-inspired clothing.

Quantifiable outcome

• 8,000 miles of khaki cloth supplied to British and Allied governments during WWI
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship and core.

• NikeflagshipStrategic or Co-development Partner · 1 January 2014Fox Brothers worked on a special collaboration project with Nike, releasing a limited-edition pair of trainers in 2014. This was described as the sportswear brand tapping 'clothmaker Fox Brothers for a seasonal release' with Nike getting 'foxy' with its latest collaboration. This started further ventures with other well-known brands.
• AdidascoreStrategic or Co-development Partner · 1 January 2014Following the Nike collaboration, Fox Brothers ventured into partnerships with Adidas, expanding their sportswear brand collaborations beyond the initial Nike limited edition release.
• BentleyflagshipStrategic or Co-development PartnerFox Brothers partnered with Bentley on the EXP 15 concept grand tourer unveiled at Goodwood. Light grey Fox Brothers cloth featured in the vehicle interior, showcasing heritage British textiles in luxury automotive applications.
• The Campaign for WoolcoreGTM or Marketing PartnerFox Brothers is proud to support The Campaign for Wool, a global organisation established by its patron HM King Charles III to generate awareness of universal sustainability. The movement promotes wool as a biodegradable, breathable, comfortable, durable, renewable, sustainable, and quality natural resource.
• Permanent StyleflagshipStrategic or Co-development PartnerFox Brothers collaborated with Permanent Style on the FOX x Permanent Style collection, featuring 8 exclusive cloth designs including houndstooth, chalk stripe flannel, dark green flannel, herringbone tweeds, and overcoating. The collaboration represents the intersection of heritage manufacturing and contemporary style authority.
• Division RoadcoreChannel Partner/ Reseller/ DistributorFox Brothers participated in Division Road's Fall-Winter 2025 Residency in Virginia. Division Road is described as an annual gathering for discerning customers to experience heritage and quality cloth collections.
• The Merchant FoxcoreChannel Partner/ Reseller/ DistributorThe Merchant Fox is the retail subsidiary of Fox Brothers & Co Ltd, launched in 2012. It offers an exquisite range of garments and accessories for those who appreciate timeless design and vintage inspired clothing.
• Aston MartinflagshipStrategic or Co-development PartnerFox Brothers supplied Prince of Wales Check cloth to Aston Martin, a manufacturer of luxury sports cars. This partnership is featured alongside other prestigious brand relationships on the Fox Brothers 'Where Fox Style Has Travelled' section.

Scale indicators7 records

Direct peers

• Scabal: Belgian fabric mill founded 1938, offering premium suiting, jacketing, and overcoating fabrics with bespoke services. Direct competitor to Fox Brothers in the high-end fabric mill space serving tailors and luxury menswear.
• Holland & Sherry: British heritage fabric mill founded 1836, specialising in luxury worsted and woollen fabrics for bespoke tailoring. Direct competitor to Fox Brothers in the premium fabric-by-the-metre market serving the world's top tailors and fashion houses.
• Dormeuil: French luxury fabric house established 1842, supplying worsted, woollen, and high-performance cloths to bespoke tailors and luxury fashion brands globally. Direct competitor to Fox Brothers in the heritage luxury suiting fabric category.
• Harrison's of Edinburgh: Scottish heritage woollen mill established 1864, producing premium worsted and tweed fabrics for bespoke tailoring and luxury fashion. Direct peer to Fox Brothers in the British heritage worsted/woollen fabric category.
• Drago: Italian fabric mill producing high-quality wool and wool-blend fabrics for menswear suiting and jacketing. Direct competitor to Fox Brothers in the premium suiting and jacketing fabric market, with strong relationships among luxury tailors.
• Hield Brothers: British heritage worsted fabric mill based in Yorkshire, producing premium suiting fabrics for tailors and luxury brands. Direct peer to Fox Brothers in the British heritage worsted fabric mill category.
• Johnstons of Elgin: Scottish heritage textile manufacturer founded 1797, producing luxury cashmere, wool, and tweed fabrics and finished garments. Direct peer to Fox Brothers as a British heritage woollen/cashmere mill serving luxury markets.

Broad incumbents

• Loro Piana: Italian luxury textile house (now owned by LVMH) specialising in the finest wool, cashmere, and vicuña fabrics. A much larger incumbent competing with Fox Brothers at the top of the luxury fabric market with greater scale and group backing.
• Cerruti: Italian luxury fashion house and fabric producer with its own mills producing premium wool fabrics. Larger incumbent competing with Fox Brothers across the fabric-to-garment value chain, particularly in ready-to-wear suiting.

Emerging players

• Dashing Tweeds: British niche fabric brand specialising in innovative tweed and reflective wool fabrics for the modern tailored menswear market. Emerging player with partial overlap to Fox Brothers' jacketing and tweed collections, focused on contemporary design rather than heritage archives.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/FoxBrothers1772

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Fox Brothers & Co