London's Pride
- Company typePrivate
- Founded2012
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What London's Pride does
London's Pride Limited is a privately-held UK multi-brand retail and lifestyle group headquartered in Liverpool, founded in 2012 by MBA graduates Khaja Hussain and Rafeeque Olikkathodi. The group operates six wholly-owned subsidiaries and holds minority equity stakes in three technology and distribution ventures, organised around four pillars: souvenir and themed retail (British Souvenirs, House of Spells, York Vikings Shop), fashion manufacturing and distribution (Felipe Tadd), fragrances and beauty (Cheron London, Choize), and digital/e-commerce services (Techtadd digital marketing agency, Grozeo e-commerce platform, Wizard Alliance licensed merchandise distribution).
The company monetises primarily through physical retail across 13 outlets concentrated in prime UK tourist destinations including London, Edinburgh and York's Shambles, supplemented by brand-owned e-commerce storefronts. Underlying assets include branded/franchise-inspired merchandising concepts (Harry Potter, Game of Thrones, Vikings), an in-house garment manufacturing unit exporting internationally, a portfolio of fragrance and jewelry brands (including third-party distribution for Sif Jakobs, Les Georgettes, Lucy Quarter Maine and Cinereplicas), and an in-house digital marketing function. Geographic footprint spans the United Kingdom and Dubai (with associated presence in Saudi Arabia via Lieto Dite). Pricing is not publicly disclosed; the go-to-market relies on tourist footfall, brand websites, and selective third-party distribution channels rather than disclosed enterprise contracts.
London's Pride firmographics
Firmographics- Name
- London's Pride
- Legal name
- London's Pride Limited
- Website
- https://londonspride.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
London's Pride industry classification
Industry- Product category
- Specialty Retail and Consumer Products
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420), Jewelry Retailers (45831), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Miscellaneous Retail (5900), Retail-Hobby, Toy & Game Shops (5945), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK)
- akta.pro secondary industries
- Novelty & Humor Gifts Retail (CRALAJAB), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)
Keywords
Where London's Pride is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
London's Pride business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Distribution channels3 records
Marketing channels3 records
London's Pride product offering
Product offeringCore offering
London's Pride Limited is a diversified multi-brand retail holding company that sells souvenirs, themed franchise merchandise (Harry Potter, Game of Thrones, Lord of the Rings, Vikings), couture garments, fragrances, jewelry, and children's products through 13 physical retail outlets in the UK and multiple own-brand e-commerce platforms. The group also provides B2B digital marketing services via Techtadd and operates the Grozeo e-commerce platform enabling rapid creation of Smart Stores with hyper-delivery.
Product overview
London's Pride Ltd is a diversified retail and technology company operating under a multi-brand portfolio model. The company offers IT solutions, couture garments, and souvenirs through six subsidiaries with 13 retail outlets across the UK and presence in Dubai. The portfolio includes: fashion manufacturing and distribution through Felipetadd; retail souvenir chains (British Souvenirs with 13 stores, House of Spells, York Vikings); fragrance brands (Cheron, Choize); digital services via Techtadd (digital marketing agency) and Grozeo (e-commerce platform); children's products through Lieto Dite; and Wizard Alliance for licensed merchandise distribution.
Differentiator
Problem solved
Functional benefit
Brands
- Felipe Tadd: Manufacturing, distribution and exporting unit of clothing, garments and fashion products
- British Souvenirs
- Cheron London
- House of Spells
- Choize
- York Vikings Shop
- Lieto Dite
- Techtadd
- Grozeo
- Wizard Alliance
Companies that use London's Pride
Customer profileSegments3 records
Ideal customer profiles3 records
London's Pride technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
London's Pride partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Cinereplicascore
- Sif Jakobs (Copenhagen)minor
- Les Georgettes (Paris)minor
- Lucy Quarter Maine (United Kingdom)minor
- Techtaddcore
Scale indicators3 records
Recent moves7 records
London's Pride competitors and assessment
Company assessmentBroad incumbents
- Hot Topic: US mall-based specialty retailer of pop-culture apparel, accessories and collectibles. Comparable as a broader, established pop-culture merchandise incumbent that overlaps with House of Spells and York Vikings on fandom gift assortment.
- BoxLunch: US pop-culture and licensed merchandise retailer (gifts, apparel, accessories). Operates as a broader incumbent in the same licensed fandom gifts space that House of Spells and York Vikings Shop compete in.
- Yankee Candle: Large home-fragrance and gift retailer with strong UK tourist-corridor presence. Comparable to Cheron London and Choize on home fragrance and giftable product positioning.
- Penhaligon's: Heritage British fragrance house with London flagship and global tourist-channel distribution. Directly comparable positioning to Cheron London as a British-themed fragrance brand targeting tourist and gifting purchases.
Regional players
- Edinburgh Woollen Mill: Long-established UK tourist-destination retailer of gifts, clothing, and Scottish-themed souvenirs across high-street and tourist locations. Comparable on the British souvenir / tourist-gift retail format the British Souvenirs chain operates.
Others
- Sif Jakobs Jewellery: Danish fine-jewelry brand whose products are retailed by London's Pride's Choize subsidiary. Comparable as a European design-led jewelry label operating in the same retail channels Choize occupies.
Direct peers
- Funko: Global pop-culture collectibles company (Funko Pop! figurines, apparel, accessories) tied to the same Harry Potter, Game of Thrones and Lord of the Rings IP licenses. Comparable on licensed fandom merchandise category, though operating at much larger scale.
- Warner Bros. Studio Tour Shop (Harry Potter): Official Harry Potter retail operations at Leavesden and other Warner Bros touchpoints. The closest direct competitor to House of Spells for Harry Potter–themed souvenir spend in the UK tourist market.
- Cinereplicas: Cinereplicas produces officially licensed replica merchandise across Harry Potter, Game of Thrones, Vikings and similar franchises. London's Pride (via Wizard Alliance) is its official UK distributor, making it the closest comparable for both product category and franchise positioning.
- Forbidden Planet: UK's largest retailer of sci-fi, fantasy, and pop-culture merchandise including Harry Potter, Marvel, DC and Game of Thrones. Directly comparable as a UK-based pop-culture / fandom gift retailer competing for the same tourist and enthusiast customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
London's Pride social profiles
Digital presenceLondon's Pride financial estimates
Financial estimateRevenue estimate
Valuation estimate
London's Pride leadership team
Management profileNumber of profiles
Profiles6 records
London's Pride subsidiaries and ownership
Company hierarchySubsidiaries10 records
London's Pride funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
London's Pride 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's Pride
What does London's Pride do?
London's Pride Limited is a diversified multi-brand retail holding company that sells souvenirs, themed franchise merchandise (Harry Potter, Game of Thrones, Lord of the Rings, Vikings), couture garments, fragrances, jewelry, and children's products through 13 physical retail outlets in the UK and multiple own-brand e-commerce platforms. The group also provides B2B digital marketing services via Techtadd and operates the Grozeo e-commerce platform enabling rapid creation of Smart Stores with hyper-delivery.
Is London's Pride a public or private company?
London's Pride is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was London's Pride founded?
London's Pride was founded in 2012. It employs 11 to 50 people.
Where is London's Pride based?
London's Pride is headquartered in Liverpool, United Kingdom, in the Europe region.
Who are London's Pride's main competitors?
Broad incumbents on record are Hot Topic, BoxLunch, Yankee Candle and Penhaligon's. Edinburgh Woollen Mill is listed as a regional player. Sif Jakobs Jewellery is listed as an others. Direct peers are Funko, Warner Bros. Studio Tour Shop (Harry Potter), Cinereplicas and Forbidden Planet.
Does London's Pride have an API?
No public API is recorded for London's Pride.
What industry is London's Pride in?
London's Pride's product category is Specialty Retail and Consumer Products. Its primary akta.pro industry code is CRALAJAK, Pop Culture, Licensed & Fandom Gifts Retail, with a secondary code of CRALAJAB, Novelty & Humor Gifts Retail. Its NAICS code is 459420 and its SIC code is 5900.