Aimé London

What Aimé London does

Aimé London is a privately-held, founder-led contemporary women's designer fashion retailer founded in 1999 in Notting Hill, London, by French Cambodian sisters Val and Vanda Heng-Vong. The business sells multi-brand designer collections (including Jesse Kamm, Dragon Diffusion, Atlantique Ascoli, Gigi Clozeau, Tityaravy, Milne Watson, Vibi Venezia, Drogheria Crivellini, Guanabana, Jamie Haller, Lanapo, Macon & Lesquoy, 5 Octobre, Manucurist, and Isabel Marant) alongside its exclusive in-house Aimé private-label collection launched in 2020. The target customer is a woman seeking refined everyday dressing with a French sensibility—luxurious yet functional, comfort-meets-elegance pieces spanning £10 accessories to £1,208 premium outerwear. Secondary segments include gift shoppers served via curated gift tiers and digital gift cards.

The business operates a dual-channel direct-to-consumer model: a single physical flagship store at 32 Ledbury Road, Notting Hill (the original 1999 location), and an e-commerce webstore at aimelondon.com powered by Shopify, with international shipping via FedEx. The technology stack is standard SME e-commerce infrastructure—Shopify for storefront and payments, Klaviyo for email lifecycle marketing, Google Analytics and Google Tag Manager for traffic and advertising attribution, and DoubleClick for ad targeting. There is no proprietary technology, mobile app, or AI/ML capability evidenced; product differentiation rests on founder curation and the exclusive in-house label.

Revenue is generated through one-time unit sales with no subscription or recurring component. Pricing tiers span entry-level accessories (£10-£120), core clothing (£220-£800), premium designer pieces (£800-£1,208), and a discount sale section offering 50-70% off. Customer segmentation is horizontal (women, persona-based) rather than enterprise-anchored. The company previously operated a second East London store on Redchurch Street (opened 2012, closed April 2023), consolidating physical retail to the Notting Hill flagship. Aimé has no parent company, no disclosed subsidiaries, no external funding rounds, and no public listing; it operates as a self-funded lifestyle-scale retailer with 11-50 employees.

Name

Aimé London

Legal name

Aimé

Website

https://aimelondon.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Aimé London is a privately-held, founder-led contemporary women's designer fashion retailer operating a single Notting Hill flagship store and a Shopify e-commerce storefront, selling multi-brand designer collections alongside an exclusive in-house private-label collection for style-seeking women.

Ownership category

akta.pro rank

Product category

Contemporary Women's Designer Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

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

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Luxury & Designer Apparel Retail (CRAAABAI), Luxury Leather Goods & Handbags (CRAKAFAB)

Keywords

• Contemporary women's fashion
• Designer clothing retail
• Cashmere knitwear
• French-inspired apparel
• Luxury women's boutique

Headquarters

HQ city

Shoreditch

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fashion Sales: One-time retail sales of contemporary women's designer fashion and accessories through both physical retail store and e-commerce website. Products range from clothing (shirts, dresses, trousers, knitwear, coats) to accessories (bags, jewellery, shoes, scarves). No subscription model; all sales are individual transactions with optional gift cards available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Aimé London sells contemporary women's designer fashion through a Notting Hill flagship boutique and a Shopify e-commerce site. Its assortment combines an exclusive in-house clothing collection (launched 2020, designed by founders Val and Vanda Heng-Vong) with curated third-party designer brands, spanning shirts, cashmere knitwear, trousers, dresses, coats, pyjamas, footwear, bags, jewellery and accessories at price points from £10 accessories to £1,208 premium outerwear.

Product overview

Aimé London operates as a multi-brand contemporary women's fashion retailer with two main product lines: (1) Curated designer fashion from external brands including Jesse Kamm, Dragon Diffusion, Atlantique Ascoli, Gigi Clozeau, Tityaravy, Milne Watson, Vibi Venezia, Drogheria Crivellini, Guanabana, Jamie Haller, Lanapo, Macon & Lesquoy, 5 Octobre, Manucurist, and Isabel Marant; and (2) Aimé In-House, an exclusive private label launched in 2020. The portfolio spans clothing categories (shirts, tops, cashmere knitwear, coats, jackets, dresses, skirts, trousers, jeans), footwear (slippers, sandals, loafers), bags and accessories (bamboo baskets, belts, scarves, stoles), jewellery (bracelets, necklaces, earrings), socks, hair accessories, and lifestyle/gift items. The in-house Aimé collection focuses on classic shapes with contemporary French-Cambodian sensibility, including signature shirt styles (The Perfect Shirt, Alma Shirt, Benson Shirt), cashmere pieces, trousers (Caleb, Drake, Kit, Flint), dresses and skirts (Kitty, Ida, Kaia, Anémone), and outerwear (Gia Trench Coat, Gilda Cashmere Jacket, Frankie Quilted Gilet).

Differentiator

Problem solved

Functional benefit

Brands

• Aimé In-House: Aimé's in-house collection launched in 2020, featuring women's clothing designed by founders Val and Vanda Heng-Vong. The collection includes shirts, knitwear, dresses, trousers, and accessories.

Products and services

• Aimé In-House Collection Exclusive private-label contemporary women's clothing collection from Aimé London, including signature shirts, knitwear, trousers, dresses, skirts, jackets and accessories with French-Cambodian design sensibility.
• Aimé Cashmere Premium Italian-cashmere knitwear from the Aimé In-House line, including cardigans (Gabby), crewnecks (Cadaqués), tees (Hardy), tops (Honor) and jackets (Gilda).
• Aimé Summer Linen Summer linen clothing from the Aimé In-House line, including shirts (Anouck), dresses (Kaia, Ida), skirts (Anémone, Jackie) and trousers (FERRY), crafted in Italian linen.
• Aimé Weekday Trousers & Jeans Aimé In-House trouser and jeans assortment including signature styles Caleb, Drake, Kit, Flint, Ivan Palazzo, Denver Bermudas and FERRY Linen.
• Aimé Tops & Shirts Classic Aimé In-House shirt styles including The Perfect Shirt, Alma Shirt (butter-crust collar), Benson Shirt (cotton voile), Kiera, Kirsty, Erin and Anouck.
• Aimé Dresses & Skirts Aimé In-House dresses and skirts including Kitty Dress, Ida Dress, Kaia Dress, Gal Kaftan, Anémone Skirt, Jodie Skirt and Jackie Linen Skirt.
• Aimé Coats & Jackets Aimé In-House coats and jackets including Gia Trench Coat, Gilda Cashmere Jacket, Frankie Quilted Gilet, Igor Mac and Elisa Corduroy Jacket.
• Aimé Pyjama Aimé In-House sleepwear and loungewear, including the Grant Pyjama Set in various stripe and colour options.
• Aimé Accessories (The Details) Aimé In-House accessories including Agile Cashmere Stoles, Elan Cashmere Scarves, Field Cashmere Scarves, Fleur Cashmere Shawls, Canvas Bags and Baseball Caps.
• Jesse Kamm collection Cult high-waisted trousers and shirts by Los Angeles-based designer Jesse Kamm, manufactured with deadstock and eco-fabrics. Aimé London is the only UK stockist. Includes 225's Pant, Sailor Pant, Les Deux Pant, Fancy Pant, California Wide Pant and Alberta Shirt.
• Dragon Diffusion collection Handcrafted wicker and leather basket bags founded in 1985 using traditional basket-weaving techniques, including Nantucket Basket Bag, Santa Croce Bag, Santa Maria Bag, Grace Basket Bag and Bamboo Triple Jump Bag.
• Atlantique Ascoli collection Parisian-designed blouses and tops founded in 2013 by a musician and designer, crafted in cotton poplin with playful ruffles and inspired by Victorian shirting, ballet and modern architecture. Includes Eclipse Shirt, Reverso Top/Dress, Halo Blouse and Henley Sweatblouse.
• Gigi Clozeau collection French Riviera-inspired jewellery made from solid gold with coloured resin beads, designed by Gigi Clozeau using a technique invented by her jeweller father Alain. Includes Classic Bracelet and Classic Necklace in various colour options.
• Tityaravy collection Cambodian heritage-inspired jewellery launched in 2017, handcrafted in Paris by Ravy using semi-precious stones with distinctive colour and material combinations. Includes Tara, Kamilah, Amara, Sriphala, Ananda and Alhyka necklaces and bracelets.
• Milne Watson collection Handmade jewellery by Emma Milne Watson in Sussex, featuring precious and semi-precious stones, glass and vintage beads, with playful designs inspired by nature and art. Includes Ocean Scrunchie Necklace, Sea of Green Necklace, White Cliffs Necklace, Joy Necklace and Quartz & Red Jasper Scrunchie.
• Vibi Venezia x Aimé collection Collaboration between Aimé and traditional Italian shoemaker Vibi Venezia, embellishing Italian house shoes with modern practicality and Parisian sensibility. Includes Furlane Velvet Slippers and Mary Jane Velvet Slippers.
• Drogheria Crivellini collection Italian footwear brand founded in 1955 in a pharmacy in Northern Italy, known for Furlane shoes with discarded-tyre soles and luxurious velvet uppers. Includes Mary Jane Slippers and Furlane Slippers in various materials and colours.
• Guanabana collection Spanish handwoven accessories inspired by traditional Southern American techniques, including unique crossbody bags with intricate patterns such as Bellflower, Acacia, Marigold, Bearberry, Camellia, Pigeon, Vulture, Hawk, Cockatoo, Crab, Peacock and Walrus designs.
• Jamie Haller collection Los Angeles-based footwear designer with 22 years' experience, known for understated and advanced casual design. Penny Loafer collection in various materials including suede, pony and leather.
• Lanapo collection Italian leather and velvet sandals inspired by Cinque Terre colours, handcrafted by local artisans. Includes Follonica Velvet Sandals in various colourways.
• Macon & Lesquoy collection French embroidered brooches and bags founded in 2009 by Marie Macon and Anne-Laure Lesquoy, with metallic thread from Pakistan and a signature heart motif. Includes brooches (Rabbit Magician, Eiffel Tower, Pineapple, Hot Dog, Zebra, Halley's Comet, Ghetto Blaster), stickers and hairclips.
• 5 Octobre collection French jewellery brand founded in 2004 by Sophie Pfeffer, combining gold with diamonds and coloured gemstones with vintage and tribal influences. Includes Tirza, Lucian and Rainbow bracelets and Aby, Arno, Micha and Rufus necklaces, designed and made in France.
• Manucurist collection Nail polish brand made with 84% natural ingredients, formulated to be kinder to body and planet, positioned as the finishing touch for above-the-keyboard dressing and summer sandals.
• Gift Shop Curated gift collection covering fashion, jewellery, accessories, lifestyle items and books, segmented by Gifts Under £50, Gifts Under £300 and Gifts Over £300 price tiers.
• Aimé London Gift Card Electronic gift card redeemable online and in-store, available in £50, £100, £200 and £500 denominations and valid for up to two years from purchase.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• Vibi VeneziacoreStrategic or Co-development PartnerAimé x Vibi Venezia collaboration reimagining the traditional Italian house shoe with modern practicality and Parisian sensibility. Aimé first reintroduced the traditional Italian shoe into everyday dress code in 2020, and Vibi Venezia has since become a wardrobe staple. The collaboration features Furlane velvet slippers and Mary Jane styles in exclusive colorways.

Scale indicators3 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• MatchesFashion: Originally London-based luxury multi-brand retailer (now owned by Frasers Group), overlapping customer base and product assortment with Aimé's designer offerings.
• Browns Fashion: London-based luxury multi-brand boutique with curated contemporary and designer womenswear, overlapping brand portfolio and target customer with Aimé.
• The Kooples: French contemporary fashion brand with a Parisian sensibility similar to Aimé, operating both DTC and select stockists in the UK.
• Me+Em: UK-based contemporary women's fashion brand with similar price points and a focus on timeless, elevated everyday dressing. Comparable audience and aesthetic to Aimé London.
• Toast: UK-based contemporary lifestyle and womenswear brand with similar understated, artisanal aesthetic and similar price positioning to Aimé's in-house collection.
• Sézane: French contemporary women's fashion brand with strong DTC and editorial content, very similar Parisian aesthetic to Aimé. Comparable pricing and product mix.

Broad incumbents

• Selfridges: Iconic London luxury department store carrying many of the same designer brands as Aimé, offering broader assortment and scale.
• Mytheresa: Global online luxury multi-brand retailer with comparable designer womenswear assortment, competing for Aimé's high-end international DTC customers.
• Liberty London: London luxury department store with curated designer and contemporary womenswear assortment comparable to Aimé's portfolio.
• Net-a-Porter: Global online luxury multi-brand retailer carrying an overlapping designer assortment to Aimé's external brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aimelondon
• Instagraminstagram.com/aimelondon
• Xx.com/aimelondon

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Aimé London