London Tradition
London Tradition designs and manufactures premium British outerwear—duffle coats, pea coats, and rain coats—in its London factory, selling directly to consumers worldwide via e-commerce, a factory showroom, and limited wholesale.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What London Tradition does
London Tradition is a UK-based manufacturer of premium British outerwear, operating from a single factory and showroom in Hackney Wick, London. The company designs and produces duffle coats, pea coats, and rain coats using traditional handcraftsmanship techniques, with all garments manufactured in-house. Its core product line is built around traditional construction details including genuine horn toggles, leather loops, pancake hoods, double-faced wool cloth, and natural corozo or engraved buttons, with products sold both as ready-to-wear and as fully bespoke made-to-order garments.
The business operates a direct-to-consumer model primarily through its e-commerce website (offering worldwide shipping, free UK delivery on orders over £150, and Klarna/ClearPay installment options) and its factory showroom, where customers can arrange fittings, consultations, and bespoke commissions. Revenue is generated from three streams: ready-to-wear coat sales at various price points, bespoke custom coat commissions at premium prices reflecting fabric and feature selection, and limited wholesale distribution via named partners including The British Shop in Germany.
London Tradition serves individual premium outerwear consumers globally, with cited customer activity in the United Kingdom, Germany, the United States, Australia, France, the Netherlands, and Italy. The company has received the 2020 Queen's Award for Enterprise for international trade and earned media coverage from CNN, BBC, and The Guardian. It is privately held with no disclosed investors, parent company, headcount, or revenue figures, and operates without any disclosed AI or digital technology stack beyond a standard e-commerce storefront and content blog.
London Tradition firmographics
Firmographics- Name
- London Tradition
- Legal name
- London Tradition
- Website
- https://londontradition.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- London Tradition designs and manufactures premium British outerwear—duffle coats, pea coats, and rain coats—in its London factory, selling directly to consumers worldwide via e-commerce, a factory showroom, and limited wholesale.
- Ownership category
- akta.pro rank
London Tradition industry classification
Industry- Product category
- Premium British Outerwear Manufacturing
- NAICS
- Cut and Sew Apparel Manufacturing (3152), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)
- SIC
- Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Women's, Misses', And Juniors Outerwear (2330), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Outerwear & Performance Apparel Cut & Sew (IMAOAEAB)
- akta.pro secondary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where London Tradition is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
London Tradition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Ready-to-Wear Coat Sales: The company generates revenue through direct sales of pre-made premium coats including duffle coats, pea coats, and rain coats for men and women. Products are sold at various price points depending on style and materials.
- Bespoke Custom Coats: Revenue from made-to-order custom coats where customers select specific fabrics, colors, toggles, and styling options. This premium service command higher prices and involves direct consultation with the company's staff.
- Wholesale/Distribution: London Tradition coats are sold through third-party retailers such as The British Shop in Germany, generating wholesale revenue through distribution partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ready-to-wear premium coats |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
London Tradition product offering
Product offeringCore offering
London Tradition manufactures premium British outerwear — primarily duffle coats, pea coats, and rain coats — in its own factory in Hack Wick, London. The company sells these garments direct-to-consumer through its e-commerce site and an on-site factory showroom, alongside select international resellers. A bespoke customization service allows customers to commission made-to-order coats tailored to their specifications.
Product overview
London Tradition offers a focused portfolio of premium British outerwear designed and manufactured in their London factory. The core products are duffle coats, pea coats, and rain coats, complemented by a bespoke customization service. All products feature traditional details including horn toggles, leather loops, and double-faced wool cloth. The company operates on a made-to-order model with direct customer engagement at their factory in Hackney Wick, London.
Differentiator
Problem solved
Functional benefit
Products and services
- Duffle Coats
Quantifiable outcome
- £26,555 raised for Royal Trinity Hospice through customer partnerships
Companies that use London Tradition
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles1 record
London Tradition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
London Tradition partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- WaitroseminorLondon Tradition was featured in a Waitrose Christmas advertisement, gaining exposure to a major UK retailer's customer base through product placement in their festive marketing campaign.
- Royal Trinity HospiceminorCharitable partnership where the company raised £26,555 for Royal Trinity Hospice through customer donations and engagement, demonstrating corporate social responsibility.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
London Tradition competitors and assessment
Company assessmentDirect peers
- Gloverall: Gloverall is the original British duffle coat manufacturer and the most direct competitor to London Tradition — both design and produce premium heritage duffle coats in the UK with similar toggles, hoods, and wool constructions, targeting the same affluent buyers.
- Mackintosh: Mackintosh is a heritage British outerwear manufacturer producing hand-crafted coats and rainwear in the UK, with comparable direct-to-consumer and wholesale distribution and a similar focus on traditional craftsmanship and premium materials.
- Lavenham: Lavenham is a British heritage outerwear brand manufacturing quilted jackets and coats in the UK, with comparable DTC, wholesale, and international shipping — directly relevant as a heritage British outerwear peer.
- Grenfell: Grenfell is a heritage British outerwear maker known for its classic and pipeline coats, with a focus on British manufacturing and traditional materials — a closely comparable niche peer to London Tradition in authentic British coat-making.
- Private White VC: Private White VC is a Manchester-based heritage British outerwear manufacturer producing premium coats and outerwear in its own factory with a similar "Made in Britain" value proposition, DTC and wholesale model, and craftsmanship-led marketing.
Emerging players
- Toast (Toasties): Toast is a UK-based lifestyle brand offering heritage-inspired premium womenswear and outerwear with strong storytelling and DTC; it competes for the same discerning, design-led customer base even though it does not focus on duffle/pea coats specifically.
- Johnstons of Elgin: Johnstons of Elgin is a Scottish heritage manufacturer of premium wool and cashmere knitwear and outerwear; it shares the British-made craftsmanship narrative and premium positioning, though its core category (knitwear) is adjacent rather than identical.
- Cordings: Cordings is a Piccadilly-based British heritage clothing retailer carrying its own-label and curated heritage outerwear; it overlaps with London Tradition on customer segment and product category but competes primarily as a multi-brand stockist rather than manufacturer.
Broad incumbents
- Burberry: Burberry is the global luxury British heritage outerwear incumbent whose trench coats and outerwear anchor the same "Made in Britain" premium narrative London Tradition sells into; it competes at the top end of the price spectrum but offers a vastly wider product and channel portfolio.
- Barbour: Barbour is a long-established British heritage outerwear brand with a far broader product range (waxed jackets, quilts, knitwear) and global retail footprint. It competes with London Tradition for the same premium British outerwear customer but at much greater scale and brand recognition.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
London Tradition social profiles
Digital presenceLondon Tradition financial estimates
Financial estimateRevenue estimate
Valuation estimate
London Tradition leadership team
Management profileNumber of profiles
London Tradition funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
London Tradition 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 London Tradition
What does London Tradition do?
London Tradition manufactures premium British outerwear — primarily duffle coats, pea coats, and rain coats — in its own factory in Hack Wick, London. The company sells these garments direct-to-consumer through its e-commerce site and an on-site factory showroom, alongside select international resellers. A bespoke customization service allows customers to commission made-to-order coats tailored to their specifications.
Is London Tradition a public or private company?
London Tradition is a private company. It is classified as unknown and is currently operating.
When was London Tradition founded?
London Tradition was founded in 2001. It employs 11 to 50 people.
Where is London Tradition based?
London Tradition is headquartered in London, United Kingdom, in the Europe region.
How does London Tradition make money?
Three revenue lines are on record. Ready-to-Wear Coat Sales are the primary driver. The others are bespoke Custom Coats and wholesale/Distribution.
Who are London Tradition's main competitors?
Direct peers on record are Gloverall, Mackintosh, Lavenham, Grenfell and Private White VC. Emerging players are Toast (Toasties), Johnstons of Elgin and Cordings. Broad incumbents are Burberry and Barbour.
Does London Tradition have an API?
No public API is recorded for London Tradition.
What industry is London Tradition in?
London Tradition's product category is Premium British Outerwear Manufacturing. Its primary akta.pro industry code is IMAOAEAB, Outerwear & Performance Apparel Cut & Sew, with a secondary code of CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers. Its NAICS code is 3152 and its SIC code is 2320.