Alan Paine

What Alan Paine does

Alan Paine is a British heritage country clothing and knitwear brand founded in 1907 and headquartered in Kettering, United Kingdom. The company designs, sources, and retails premium knitwear (cashmere, lambswool, merino, and cotton cashmere), shooting attire, blazers, and related accessories, organized into multiple named sub-collections such as Surrey, Combrook, and Rutland. Its commercial model is direct-to-consumer, operated through the alanpaine.co.uk e-commerce platform and a small footprint of owned physical stores, with no disclosed third-party wholesale channel.

The business serves three principal consumer segments: traditional country sports enthusiasts (shooting and field sports), country lifestyle consumers seeking heritage British apparel, and gift purchasers buying premium knitwear and accessories. Pricing spans roughly $32 for entry-level accessories to approximately $830 for premium cashmere and shooting garments, anchoring the brand in the premium-but-accessible tier of the countrywear category.

Alan Paine is a private company with an estimated 11-50 employees. It ships internationally to the United States, Canada, Switzerland, and a broader set of global destinations, indicating a DTC-led internationalization strategy. There is no public disclosure of funding history, M&A activity, leadership changes, or financial results, so external visibility into operating metrics is limited.

Name

Alan Paine

Legal name

Alan Paine

Website

https://alanpaine.co.uk

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

11–50 employees

Short description

Alan Paine is a British heritage country clothing and knitwear brand founded in 1907, selling premium cashmere, lambswool, and shooting attire directly to consumers online and through its own stores in the UK, US, Canada, and beyond.

Ownership category

akta.pro rank

Product category

Country Clothing & Knitwear

NAICS

Apparel Knitting Mills (315120), Apparel Knitting Mills (31512), Apparel Knitting Mills (3151)

SIC

Knit Outerwear Mills (2253), Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industry

Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)

Keywords

• Country clothing
• Premium knitwear
• British heritage apparel
• Shooting clothing
• Wool jumpers

Headquarters

HQ city

Kettering

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: One-time product sales through direct e-commerce channels. Customers purchase clothing and knitwear items at set retail prices. Products include knitwear, country clothing, shooting apparel, accessories, and footwear.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Alan Paine designs, manufactures, and retails premium British country clothing and knitwear, with a core focus on wool jumpers (cashmere, lambswool, merino, cotton cashmere, Geelong wool) and a broader range of men's, women's, and children's shooting attire, tweed blazers, shirts, breeks, fleeces, and country accessories. All knitwear is fully fashioned and knitted to shape with hand-linked seams, sold directly through the brand's own e-commerce site and physical stores.

Product overview

Alan Paine is a British heritage country clothing brand established in 1907, offering premium country attire for men, women, and children. The core offering centers on luxury knitwear crafted from premium materials including pure cashmere, lambswool, merino wool, cotton cashmere blends, and Geelong wool. The product portfolio encompasses men's and women's country clothing including shooting attire (coats, breeks, waistcoats, gilets), tweed blazers and sports blazers, country shirts and polo shirts, fleece gilets and jackets, trousers, and accessories (caps, hats, socks, ties, scarves, gloves, boots, bags). Key sub-brand collections include the premium Cashmere Collection, traditional Lambswool and Merino Wool collections, summer-weight Cotton Cashmere and Geelong Wool collections, and the Cricket Collection of traditional cable-knit sweaters. Country lifestyle collections include Surrey (premium tweed), Combrook (waterproof shooting attire), Rutland (beating clothing), Aylsham (fleeces), Axford (lightweight shooting), and Arxus (boots). All knitwear is fully fashioned and knitted to shape with hand-linked seams. The brand offers two fits: Regular (modern tapered) and Classic (traditional generous cut).

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Hunter Boot: British heritage boots and outerwear brand. Overlaps with Alan Paine's Arxus boot collection and country accessories, with similar DTC and global shipping model.

Direct peers

• Holland & Holland: British heritage shooting and country clothing brand, owned by Chanel. Directly comparable for premium shooting attire and country lifestyle positioning.
• Johnstons of Elgin: Scottish heritage cashmere and wool manufacturer and retailer founded 1797. Directly comparable for premium wool/cashmere knitwear and British luxury positioning.
• Brora: British heritage cashmere and knitwear brand with strong DTC presence. Comparable premium cashmere/lambswool positioning and seasonal knitwear collections.
• Barbour: British heritage country clothing brand founded in 1894, offering waxed jackets, knitwear, and shooting attire. Most direct competitor to Alan Paine in the British countryside/country sports category with overlapping DTC and wholesale channels.
• Musto: British performance country and shooting clothing brand. Competes in shooting jackets, breeks, and country outerwear with similar technical/functional feature emphasis.
• Schöffel: German/British country clothing brand with strong shooting and country lifestyle range. Comparable product mix (knitwear, country shirts, shooting attire) and similar premium positioning to Alan Paine.

Broad incumbents

• Burberry: British heritage luxury brand with broader portfolio including outerwear, knitwear, and accessories. Comparable British heritage brand equity and outerwear/knitwear overlap, though significantly larger scale and broader category mix.
• Pringle of Scotland: Heritage Scottish knitwear brand with broader luxury positioning across knitwear and accessories. Comparable for premium cashmere/wool knitwear and British heritage brand equity.
• Loro Piana: Italian luxury cashmere and wool brand (owned by LVMH). Comparable premium cashmere knitwear positioning and material quality emphasis, though broader global luxury scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCDBwK1YDhBfztXXOVfJNlMQ
• Facebookfacebook.com/alanpaine1907
• Instagramlinktr.ee/alanpaine
• Pinterestuk.pinterest.com/alan_paine_official
• TikToktiktok.com/@alanpaine_1907
• Xx.com/AlanPaine1907

Revenue estimate

Valuation estimate

Number of profiles

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 Alan Paine