Frock and Frill
Frock and Frill is a UK-based, direct-to-consumer online fashion retailer (founded 2001) that designs, sources and sells embellished occasion dresses — covering weddings, formal events, garden parties, modest fashion and children's occasionwear — to female consumers in the UK and US via a Shopify storefront.
- Company typePrivate
- Founded2001
- HeadquartersBolton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Frock and Frill does
Frock and Frill is a privately held, UK-based (Bolton) online fashion retailer founded in 2001 that specialises in occasion-wear and formal dresses. The company sells embellished, embroidered and sequined dresses targeting women attending weddings, formal events, garden parties and proms, and carries its own Frock and Frill label alongside vendor brands Amelia Rose and Starlet. The assortment spans maxi, midi, cape and short dresses, jumpsuits, children's occasionwear, bridal-adjacent categories (bridesmaid, mother-of-the-bride) and a modest-fashion collection, with prices in the £125–£300 ($158–$377+) band and an outlet/clearance channel for prior-season stock.
The business is run on a Shopify storefront as a pure-play direct-to-consumer operation with no physical retail or disclosed wholesale of scale; a US locale (frockandfrill.com/en-us) indicates transatlantic shipping. Marketing is organic and content-led — Instagram, Facebook, Pinterest and an email newsletter that offers a 15% first-order incentive — and the checkout integrates Clearpay buy-now-pay-later. Site navigation is structured around occasions (Wedding Guest, Modest Fashion, Garden Party, Embroidery) and silhouettes, suggesting an SEO/discoverability-led acquisition model rather than paid-performance-heavy demand capture.
The company is small (11–50 employees), privately financed with no disclosed funding rounds, parent company, M&A or senior leadership visibility, and no publicly stated revenue. The strategic posture evident from the storefront — category expansion into bridal family roles and modest fashion, a US market push, and BNPL adoption — suggests a bootstrapped niche operator that is incrementally widening its occasion-wear surface area rather than pursuing step-change scale.
Frock and Frill firmographics
Firmographics- Name
- Frock and Frill
- Legal name
- Frock and Frill
- Website
- https://frockandfrill.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Frock and Frill is a UK-based, direct-to-consumer online fashion retailer (founded 2001) that designs, sources and sells embellished occasion dresses — covering weddings, formal events, garden parties, modest fashion and children's occasionwear — to female consumers in the UK and US via a Shopify storefront.
- Ownership category
- akta.pro rank
Frock and Frill industry classification
Industry- Product category
- Occasion Wear Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Luxury Bridal & Occasionwear (CRAAAFAI)
Keywords
Where Frock and Frill is headquartered
LocationHeadquarters
- HQ city
- Bolton
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Frock and Frill business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Frock and Frill generates revenue through direct-to-consumer sales of occasion wear, formal dresses, and special event clothing. Products are sold at fixed retail prices through their Shopify e-commerce platform, with prices ranging from approximately $158 to over $377 per item. The company also offers an Outlet/Clearance section for discounted inventory. Clearpay payment option allows customers to pay in installments, potentially increasing average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing for occasion wear and formal dresses |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Frock and Frill product offering
Product offeringCore offering
Frock and Frill manufactures and retails embellished occasion wear dresses—including beaded, sequined, embroidered, and cape-detail designs in maxi, midi, and jumpsuit silhouettes—through its Shopify-powered direct-to-consumer e-commerce store. The assortment spans its own Frock and Frill label alongside vendor brands Amelia Rose and Starlet, with categories for wedding guests, bridesmaids, mother-of-the-bride, modest fashion, garden party, childrenswear, accessories, and an outlet/clearance section.
Product overview
Frock and Frill is an online occasion wear retailer specializing in special occasion dresses for every event. The company operates primarily through its own e-commerce platform, offering a portfolio of products across multiple categories: two main brands (house brand Frock and Frill and vendor brand Amelia Rose), specialized collections (Wedding Guest, Modest Fashion, Garden Party, Embroidered, Bridal), and complementary accessories. The core product offering centers on embellished, embroidered, and sequined dresses in various silhouettes including maxi, midi, and cape styles, with additional categories for childrenswear and an outlet/clearance section. All products are distributed through the Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Amelia Rose: A brand of occasion wear dresses and formal attire sold through Frock and Frill's website.
- Starlet
Products and services
- Frock and Frill (Own Brand) House label of Frock and Frill offering embellished, embroidered, and sequined occasion wear dresses and jumpsuits, including cape-sleeve and maxi silhouettes, for weddings, formal events, and special occasions.
- Amelia Rose
- Starlet
- Wedding Guest Outfits Collection
- The Modest Collection
- Garden Party Dresses
- Embroidered Dresses
- Bridesmaid Dresses
- Mother of the Bride Dresses
- Childrenswear
- Accessories & Jewellery
- Outlet/Clearance
Companies that use Frock and Frill
Customer profileSegments1 record
Ideal customer profiles1 record
Frock and Frill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Frock and Frill partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights4 records
Frock and Frill competitors and assessment
Company assessmentDirect peers
- Lulus: US online-first occasion-wear and dress retailer focusing on weddings, bridesmaids, and prom with a direct-to-consumer model nearly identical to Frock and Frill's, plus comparable embellishment-led design language.
- Coast: UK-based occasion and eventwear retailer offering bridal, bridesmaid, and occasion dresses through a similar mix of own-brand and curated labels for women seeking special-event attire.
- BHLDN: Anthropologie's occasionwear and bridal sub-brand specialising in bridesmaid, wedding guest, and formal-event dresses, overlapping directly with Frock and Frill's Wedding Guest, Bridesmaid, and Mother of the Bride collections.
- Hobbs London: UK women's occasion and tailored-wear retailer with comparable price points and clientele looking for weddings, races, and formal events, with significant catalog overlap in embellished dress styles.
- Phase Eight: UK occasion-wear specialist selling embellished, embroidered and sequined dresses for weddings, races, and formal events to women — an extremely close product and customer-base overlap with Frock and Frill.
- Monsoon: UK family occasion and eventwear retailer with strong childrenswear and women's occasion dress offerings, closely mirroring Frock and Frill's mix of childrenswear plus women's embellished dresses.
Broad incumbents
- ASOS: Global online-first fashion retailer with extensive occasion, bridesmaid, and modest-wear edits plus marketplace third-party brands, competing on assortment breadth, price, and fulfilment scale with Frock and Frill's en-us store.
- Ted Baker: Established British fashion brand with dedicated occasion, bridal, and bridesmaid collections plus broader daywear, offering a more diversified but directly adjacent assortment to Frock and Frill.
- Reiss: Larger UK contemporary-fashion house with a strong occasion and eventwear edit (wedding guest, formal, workwear-to-event) at a higher price point, competing for Frock and Frill's wedding-guest and formal customer.
Emerging players
- Dessy Group: US-based bridesmaid and special-occasion dress maker and retailer, specialising in bridal-party and eventwear that overlaps with Frock and Frill's bridesmaid, mother-of-the-bride, and wedding guest collections.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Frock and Frill social profiles
Digital presenceFrock and Frill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frock and Frill leadership team
Management profileNumber of profiles
Frock and Frill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frock and Frill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frock and Frill
What does Frock and Frill do?
Frock and Frill manufactures and retails embellished occasion wear dresses—including beaded, sequined, embroidered, and cape-detail designs in maxi, midi, and jumpsuit silhouettes—through its Shopify-powered direct-to-consumer e-commerce store. The assortment spans its own Frock and Frill label alongside vendor brands Amelia Rose and Starlet, with categories for wedding guests, bridesmaids, mother-of-the-bride, modest fashion, garden party, childrenswear, accessories, and an outlet/clearance section.
Is Frock and Frill a public or private company?
Frock and Frill is a private company. It is classified as unknown and is currently operating.
When was Frock and Frill founded?
Frock and Frill was founded in 2001. It employs 11 to 50 people.
Where is Frock and Frill based?
Frock and Frill is headquartered in Bolton, United Kingdom, in the Europe region.
How does Frock and Frill make money?
One revenue line is on record: direct Product Sales.
Who are Frock and Frill's main competitors?
Direct peers on record are Lulus, Coast, BHLDN, Hobbs London, Phase Eight and Monsoon. Broad incumbents are ASOS, Ted Baker and Reiss. Dessy Group is listed as an emerging player.
Does Frock and Frill have an API?
No public API is recorded for Frock and Frill.
What industry is Frock and Frill in?
Frock and Frill's product category is Occasion Wear Apparel. Its primary akta.pro industry code is CRAAAFAI, Luxury Bridal & Occasionwear. Its NAICS code is 4581 and its SIC code is 5621.