Name

Emma Willis

Legal name

Emma Willis

Website

https://emmawillis.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Luxury Shirts

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Luxury Menswear (CRAAAFAF)

akta.pro secondary industries

Multi-category Luxury Maisons (Jewelry/Watches/Leather/RTW) (CRAKAFAA), Luxury Bridal & Occasionwear (CRAAAFAI)

Keywords

• Luxury shirtmaking
• Bespoke tailoring
• Made-to-measure shirts
• Ready-to-wear menswear
• Handcrafted formalwear

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ready-to-Wear Shirt Sales: Direct retail and e-commerce sales of ready-to-wear luxury shirts, with 87+ products across cotton and linen ranges. Lead time 2-3 weeks.
2. Made to Measure Shirts: Custom-fitted shirts using precise measurements with 2-4 week lead time. Requires minimum 4 shirts for first order.
3. Bespoke Shirt Service: Fully custom-made shirts to exact specifications with 4-week lead time. Includes personalisation options like monograms.
4. Accessories and Nightwear: Sale of boxer shorts, dressing gowns, pyjamas, t-shirts, polo shirts, ties, and trousers.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Emma Willis designs, hand-cuts, and hand-sews luxury shirts in three tiers: Bespoke (fully custom, 4-week lead time), Made-to-Measure (custom fit, 2-4 weeks), and Ready-to-Wear (pre-made in multiple fits and fabrics). The portfolio is produced in the Gloucester atelier from Swiss and West Indian Sea Island cottons and Italian linens, and extends to boxer shorts, nightwear, dressing gowns, t-shirts, polo shirts, trousers, and grenadine silk ties sold through Jermyn Street and Mayfair stores, Shopify e-commerce, and select stockists.

Product overview

Emma Willis is a luxury British shirtmaker offering bespoke, made-to-measure, and ready-to-wear shirts crafted with traditional English shirt-making techniques. The product portfolio centers on hand-cut and hand-sewn shirts using Swiss Sea Island Cottons and Italian linens, produced in their Gloucester atelier. The core offering comprises three shirt tiers: Bespoke (fully custom, 4-week lead time), Made to Measure (custom fit, 2-4 weeks), and Ready to Wear (pre-made in various fits). Accessories include T-shirts, polo shirts, boxer shorts, nightwear/dressing gowns, trousers, and silk ties. The company operates retail locations on Jermyn Street and in Mayfair, with manufacturing in Gloucester, and ships globally via DHL.

Differentiator

Problem solved

Functional benefit

Brands

• Style for Soldiers: A registered charity founded by Emma Willis MBE in 2008, supporting injured servicemen and women from Iraq and Afghanistan with morale-lifting fine clothing, regimental walking sticks, and reunion events.

Products and services

• Ready to Wear Shirts Pre-made luxury shirts available in slim and classic fits, sizes 14.5" to 18.5", in Swiss Sea Island Cotton, Italian Linen, and cotton varieties with poplin, twill, oxford, voile, and pique weaves. Sold via Jermyn Street, Mayfair, and Shopify e-commerce with global DHL Express shipping.
• Made to Measure Shirts Custom-fit shirts produced from individual measurements with a 2-4 week lead time, offering personalised fabric selection and styling options. Available through Jermyn Street, Mayfair, Gloucester atelier, and online with bespoke and made-to-measure fabric collections.
• Bespoke Shirts Fully custom shirts crafted to exact specifications with a 4-week lead time; first bespoke orders require a minimum of four shirts. Includes monogramming and unique collar/cuff styles, sold on a price-by-inquiry basis.
• Women's Shirts Linen and cotton shirts designed for women, also marketed as unisex shirts that can be worn open over t-shirts for a relaxed styling.
• T-Shirts Swiss jersey cotton t-shirts with a dense opaque weave, available in colours such as kingfisher blue. Designed for sport and casual wear.
• Polo Shirts Swiss cotton polo shirts matching the t-shirt collection colours and quality.
• Boxer Shorts Italian linen boxer shorts in slim fit and classic styles, available in various linen weights and herringbone variants; can also be worn as summer pyjamas. Priced from $147 to $226 USD.
• Nightwear (Dressing Gowns and Pyjamas) Italian linen dressing gowns and pyjama sets in weights from 190g to 370g, washed in aloe vera for softness. Dressing gowns range from $1,059 to $1,431 USD and pyjamas from $789 USD.
• Trousers Relaxed pyjama-style linen trousers designed to coordinate with the t-shirt and shirt collections, available in 190g to 260g weights and priced from $530 to $620 USD.
• Grenadine Silk Ties Traditional grenadine-weave silk ties for formal occasions.

Quantifiable outcome

• Supporting 500+ injured veterans and their families through Style for Soldiers charity since 2008
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship, major, core and minor.

• His Majesty King Charles III (then Prince of Wales)flagshipStrategic or Co-development Partner · 1 January 2016Attended Style for Soldiers Christmas Reunion party as guest of honour in 2016, meeting over 200 injured veterans and their partners. Has also sponsored walking sticks with the Former Prince of Wales and Duchess of Cornwall.
• M&S (Marks & Spencer)majorStrategic or Co-development Partner · 1 January 2008Contributed over 750 suits to Style for Soldiers charity, supporting injured servicemen and women with smart clothing for interviews and formal occasions.
• Russell & BromleymajorStrategic or Co-development Partner · 1 January 2008Donated over 250 pairs of shoes to Style for Soldiers, helping injured veterans with professional attire.
• BurberrymajorStrategic or Co-development Partner · 1 January 2008Donated 200 trench coats and scarves to Style for Soldiers charity supporting injured service personnel.
• Lock & Co HatterscoreStrategic or Co-development Partner · 1 January 2008Donated hundreds of hats to Style for Soldiers, providing complete professional attire for injured veterans.
• London Sock CompanyminorStrategic or Co-development Partner · 1 January 2008Provided socks for Style for Soldiers care packages to injured servicemen and women.
• ReissminorStrategic or Co-development Partner · 1 January 2008Donated suits and gifts for partners of injured veterans through Style for Soldiers charity.
• Emma Willis Walking Stick DesignminorOthers · 1 January 2008Emma designed black ebony walking sticks with silver collars engraved with regiment and initials, provided to those who need them through Style for Soldiers.
• Duke of BedfordcoreStrategic or Co-development PartnerDonated annual family day at Woburn Safari Park for Style for Soldiers reunions, bringing injured service personnel and families together.

Scale indicators5 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Drake's: British heritage menswear brand known for handmade ties, shirts, and accessories with a strong made-in-England narrative; overlapping customer segment and craftsmanship-driven proposition.
• Hawes & Curtis: Jermyn Street-based shirt and accessory brand with a strong bespoke and ready-to-wear shirt proposition, including eveningwear and dress shirts comparable to Emma Willis's core collection.
• Turnbull & Asser: Heritage Jermyn Street shirtmaker offering bespoke and ready-to-wear shirts for men and women, with royal warrants and similar Made-in-England positioning — the closest direct competitor on location, category, and customer profile.
• Hilditch & Key: Long-established Jermyn Street shirtmaker specialising in bespoke and ready-to-wear shirts for HNW customers, directly overlapping with Emma Willis on location, product, and craftsmanship claims.
• Charvet: Paris-based Place Vendôme bespoke and ready-to-wear shirtmaker, the European benchmark for luxury shirts at a comparable price tier, competing for the same international HNW clientele.
• New & Lingwood: Jermyn Street shirtmaker and outfitter offering traditional English shirts alongside broader menswear, sharing customer base and heritage positioning with Emma Willis.
• Budd Shirtmakers: London-based bespoke and ready-to-wear shirtmaker targeting HNW professionals, competing head-to-head with Emma Willis on customisation, fit, and Made-in-England positioning.

Broad incumbents

• Thomas Pink: Larger British shirt brand with broader distribution and price tiers; less handmade, but addresses overlapping demand for formal shirts among affluent professionals.
• Sunspel: British heritage brand making premium cotton basics and shirts including Sea Island cotton at a comparable quality tier, with broader DTC distribution.

Emerging players

• Emma Bridgwater / Seeger (or another wide-occasion shirtmaker): Independent English shirtmaker with similar made-in-England positioning and bespoke services, relevant as a niche competitor within the same HNW segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/emmawillisltd

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 Emma Willis