Alexandra Llewellyn

What Alexandra Llewellyn does

Alexandra Llewellyn Design Limited is a privately held UK luxury board game brand, founded in 2010 and headquartered in Wimbledon, London, that designs, manufactures, and sells handcrafted backgammon, poker, playing card, and chess sets under the Alexandra Llewellyn trade name. The company operates exclusively through direct-to-consumer channels via its own e-commerce website, with multi-currency support (GBP, EUR, USD) and worldwide shipping, complemented by phone, email, and WhatsApp customer service. Product architecture combines traditional wood marquetry (satinwood, walnut, sycamore, padauk, bird's eye maple, tulipwoods, madrona burr), leather playing surfaces, laser cutting and engraving, and semi-precious stone playing pieces (lapis lazuli, mother of pearl, malachite, turquoise, obsidian, jasper); notable design IP includes the Zodiac circular radial backgammon board and hidden-compartment poker cases.

The revenue model is one-time product sales across four published price tiers (under £500, £500-£2,000, £2,000-£5,200, and £5,200 and above), plus bespoke commissions priced and scoped separately, plus add-on engraving services ($210-$760). Primary customer segments are high-net-worth individual luxury gift buyers, collectors and enthusiasts, bespoke commission clients, and corporate/brand partners; the company uses organic social (Instagram, Facebook, Pinterest), email newsletters, and on-site content (playing guides, history of backgammon) as its marketing channels. Manufacturing is fragmented across nine specialist UK workshops (marquetry artists, master joiners, leather artists, fine art printers, hand-lacquering specialists), with limited editions explicitly capped at low unit counts (e.g., 15 units per drop), constraining scale and reinforcing exclusivity. The business remains founder-owned and operated with 1-10 employees, no disclosed funding, no M&A activity, and no patents or trademarks on record in the source materials.

Name

Alexandra Llewellyn

Legal name

Alexandra Llewellyn Design Limited

Website

https://alexandrallewellyn.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Alexandra Llewellyn Design Limited is a UK-based luxury board game brand designing, manufacturing, and selling handcrafted backgammon, poker, playing card, and chess sets directly to high-net-worth consumers and corporate clients worldwide through its own e-commerce website.

Ownership category

akta.pro rank

Product category

Luxury Board Games

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)

akta.pro primary industry

Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)

akta.pro secondary industry

Miniatures Games & Tabletop Skirmish Games Retail (CRALALAH)

Keywords

• Handcrafted backgammon boards
• Luxury board games
• Wood marquetry
• Bespoke game tables
• Premium gaming sets

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

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

Revenue model

1. Luxury Board Game Sales: Direct sales of handcrafted luxury backgammon sets, chess sets, and poker sets. Products range from travel sets ($2,410) to premium marquetry boards ($27,490+). Includes standard sizes: Tournament, Tabletop, Travel, and Circular boards.
2. Bespoke Custom Commissions: Fully custom bespoke game creation where customers collaborate with Alexandra to create unique personalized pieces. Commission terms are separate from standard terms and conditions.
3. Personalisation Services: Laser engraving services for initials, dates, or personal messages on board boxes and playing pieces. Engraving fees range from $210-$760 depending on item and complexity.
4. Accessories and Playing Cards: Sale of luxury playing cards ($170-$230), card boxes ($6,530), and semi-precious playing piece sets ($3,440+).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Alexandra Llewellyn designs, manufactures, and sells handcrafted luxury game sets, including backgammon boards, poker sets, chess sets, and playing cards. Production uses traditional wood marquetry techniques, leather, and premium materials, executed through a network of UK specialist workshops. The company offers both standard collections and fully bespoke commissions, with optional personalization services such as engraving.

Product overview

Alexandra Llewellyn is a luxury board game brand specializing in handcrafted backgammon sets, poker sets, playing cards, and chess sets. The core product lines include Tournament, Table Top, Travel, and Circular backgammon boards featuring wood marquetry and leather playing surfaces, complemented by poker sets with hidden compartments and limited-edition playing cards. The company offers semi-precious stone playing pieces (malachite, mother of pearl, turquoise, tiger's eye) as premium accessories, alongside bespoke services for custom games tables and fully personalized board games. Personalization options include laser engraving for initials, dates, and messages.

Differentiator

Problem solved

Functional benefit

Products and services

• Backgammon Boards
• Poker Sets
• Chess Sets
• Playing Cards
• Bespoke Games Tables
• Bespoke Games
• Personalisation Services

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dal Negro: Italian family-owned maker of premium backgammon, chess, and card sets with marquetry and leather craftsmanship; competes in the same luxury board game niche as Alexandra Llewellyn with overlapping price ceilings in the four-figure euro range and similar gift-led positioning.
• Manopoulos: Greek heritage manufacturer of luxury backgammon boards, chess sets, and game accessories with leather and wood marquetry traditions; the most direct global peer to Alexandra Llewellyn given shared craft materials, target audience (HNW collectors and gift buyers), and DTC distribution.

Broad incumbents

• Asprey: Historic British luxury house offering leather goods, silverware, and bespoke game sets with comparable ultra-premium positioning and bespoke commissions; competes for the same HNW gift and collector wallet, though games are a fraction of a much broader luxury portfolio.
• Hermès: French luxury maison with leather craftsmanship legacy and limited-edition leather game sets/accessories; comparable through shared artisan leather production, bespoke services, and ultraluxury collectibility, though game sets sit alongside a much broader fashion and leather goods portfolio.
• Bottega Veneta: Italian luxury house renowned for intrecciato leather craftsmanship; comparable through shared emphasis on artisan craft techniques, premium materials, and HNW gifting positioning, even though the brand primarily competes in leather fashion goods rather than games.
• Berluti: French luxury leather house with bespoke Venezia leather goods; analogous through Venetian leather craftsmanship tradition, bespoke commissions, and ultra-premium collector clientele, though core category is men's leather accessories.
• Lancel: French heritage leather goods house competing for the same HNW gift-giving occasion and craftsmanship narrative; relevant as a peer in ultra-premium leather gifting though broader in product range and larger in scale.

Emerging players

• Smythson: British luxury stationery and leather accessories maker with personalisation services; overlaps with Alexandra Llewellyn in luxury gifting, engraved personalisation, and HNW customer base, though its core is paper goods rather than artisan games.
• Moynat: French ultra-luxury atelier specialising in bespoke leather goods; directly comparable as a small-batch, bespoke-led luxury house serving the same HNW gifting and collectible purchase occasions as Alexandra Llewellyn, though Moynat operates in trunks and travel goods.
• House of Cravat (Fumagalli 1891): Heritage maker of luxury accessories with high-end silk craftsmanship and bespoke services; shares the artisan-bespoke luxury model and HNW gifting positioning, even though the category is menswear accessories rather than games.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AlexandraLlewellynLondon
• Instagraminstagram.com/alexandrallewellynlondon
• Pinterestpinterest.co.uk/alexandrallewellynlondon
• LinkedInlinkedin.com/company/alexandra-llewellyn-design

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 Alexandra Llewellyn