What YOLKE does

YOLKE is a London-based independent luxury sleepwear and ready-to-wear brand founded in 2013, designing and selling women's apparel, children's wear and home textiles. Its core product range spans silk and cotton pyjamas, robes, sleep accessories (eye masks, hot water bottles), daywear (dresses, tops, skirts, suits, jackets, trousers), and homeware (table linens, cushions, wallpaper). The company also operates the LiTTLE YOLKE children's wear line and offers bespoke corporate gifting for orders of 100–1,000 pieces along with a monogramming service.

The business operates on a direct-to-consumer (DTC) model, with online sales routed exclusively through yolke.co.uk, complemented by occasional pop-up retail presence at Liberty London and 75 Elizabeth Street. Pricing spans ~$22 for accessories up to ~$510 for premium dresses, with cotton pyjamas around $225 and silk pieces ranging $94–$225; bespoke monogramming is priced at £18–£22. Worldwide shipping is available to the UK, EU, USA and rest of world. Headcount is reported at 1–10 employees, with the company independently run by women for women under the leadership of Ella Ringner, with a registered PO Box in Witney and design HQ in London.

Market positioning is reinforced by capsule partnerships and collaborations with tier-1 retailers and media — Liberty London, Harrods, Selfridges, Le Bon Marché, British Vogue and Whistles — alongside designer collaborations (Penelope Chilvers, Willow Crossley, Cressida Jamieson, Tess Newall, Clodagh McKenna, Salvesen Graham, Domenica Marland) and brand pairings (Isabelle Feliu, Alice Palmer, Fiona Leahy, Ruuby, De Beers, Aurelia Probiotic Skincare, One & Only Resorts). Marketing runs through owned social channels (Instagram, Facebook, Twitter, Pinterest), an editorial Journal blog, a 'Yolke Girls' community and a newsletter. The brand received the Walpole Brand of Tomorrow award in 2022.

Name

YOLKE

Legal name

YOLKE

Website

https://yolke.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

YOLKE is a London-based independent luxury sleepwear and ready-to-wear brand founded in 2013, selling silk and cotton pyjamas, daywear, LiTTLE YOLKE children's wear and homeware directly to consumers via yolke.co.uk, with worldwide shipping and pop-ups at Liberty London.

Ownership category

akta.pro rank

Headquarters

HQ city

Witney

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct-to-Consumer Fashion Retail: YOLKE generates revenue through direct online sales of luxury sleepwear, daywear, children's wear, and homeware products. Products are sold at fixed retail prices with shipping fees based on destination. The brand offers monogramming services and bespoke corporate gifting as add-on revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

YOLKE is a London-based luxury fashion brand that designs, produces, and sells silk and cotton women's sleepwear, daywear, children's sleepwear (LiTTLE YOLKE), homeware, and accessories through its own DTC e-commerce site. Products are crafted in family-run European factories from premium silk, BCI organic cotton, and Italian linen, featuring bespoke signature prints designed in London. The brand also offers monogramming, bespoke corporate gifting, and seasonal designer collaborations.

Product overview

YOLKE is a London-based luxury sleepwear and ready-to-wear brand founded by Ella Ringner, operating as an independently run company by women for women. The core product portfolio consists of three main pillars: Sleepwear (silk pyjamas, cotton pyjama sets, robes, eye masks, and hot water bottles), Daywear (dresses, tops, skirts, waistcoats, suits, jackets, and trousers), and Homeware (linen table linens, cushions, wallpaper, and accessories). The brand expanded from its origins as a silk sleepwear label to include LiTTLE YOLKE (children's matching sleepwear), Ready-to-Wear daywear, and sustainable homewares produced in Europe using plant-based materials. YOLKE operates exclusively online (DTC model) and collaborates with various designers on limited edition capsule collections including Yolke x Domenica Marland, Yolke x Salvesen Graham, and The Zodiac Collection. The brand offers bespoke and corporate gifting services with monogramming capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• LiTTLE YOLKE: A matching children's wear collection featuring cotton and stretch silk children's pyjamas and sleepwear.

Products and services

• YOLKE Sleepwear Collection Luxury women's silk and cotton sleepwear including silk pyjamas, cotton pyjama sets, silk dressing gowns, and robes, featuring playful bespoke prints and intricate detailing. Targeted at fashion-forward women seeking premium loungewear.
• Cotton Pyjama Sets Women's luxury cotton pyjama sets featuring various signature prints (love heart, blossom, blue, green, vine, mimosa, seersucker, seasonal patterns), made from premium cotton with French seam finishing. Priced at approximately $225 per set.
• LiTTLE YOLKE Children's Wear Matching children's sleepwear sub-brand featuring cotton and stretch silk pyjamas for kids, silk pyjama sets (wildflower, Dakota meadow, Anaïs prints), pinafore dresses, and printed cotton collars. Priced $66-$110.
• Daywear Collection Women's ready-to-wear collection including dresses ($125-$510), tops ($64-$210), skirts ($94-$270), waistcoats, suits, jackets, and trousers ($80-$285), made in family-run European factories from airy cotton fabrics.
• Homeware Collection Sustainable linen homeware including tablecloths, napkins, cushions, hot water bottles, and wallpaper, featuring English country garden-inspired prints. Priced $35-$265.
• Quilted Hot Water Bottles Quilted hot water bottles crafted from remnant fabrics to reduce waste, featuring various prints including floral, blue, meadow, pink floral, quilted green, rosebud, nutcracker, and vine, with hot water bottle infill included. Priced at approximately $94.
• Silk and Cotton Accessories Accessories to complement sleepwear including silk and cotton printed eye masks, silk scrunchies, headbands, silk scarves, bows, printed cotton collars, and sweetheart bags.
• Bespoke & Corporate Gifting Service Customisation service for bespoke gifts and corporate orders, offering monogramming, branded eye masks, personalised pyjama sets, scarves, and exclusive gift sets in quantities from 100 to 1000 pieces, tailored for companies and event organizers.
• Monogram Service Personalisation service offering initials embroidery on pyjama sets and other items, available in classic, delicate, and royal thread styles with various colour options, priced at GBP 18-22 per item.
• The Zodiac Collection Limited edition collection of 12 zodiac-themed T-shirts illustrated by Hilary McManus, each printed in London on 100% organic recycled cotton to complement individual star sign personality traits.
• Dress to Impress Collection Party and occasion wear collection featuring Italian Lamé mini dresses, silk taffeta dresses, and luxurious silk styles for special events and parties.
• The Christmas Shop Seasonal holiday gift collection featuring silk pyjamas, cotton sets, hot water bottles, homewares, and accessories, packaged in bespoke gold-foiled leopard printed boxes.

Named customers21 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• Liberty LondonflagshipStrategic or Co-development Partner2021 exclusive Christmas pop-up collaboration hosted at the iconic London department store featuring luxury silk pajamas and party dresses from early November through the festive period.
• Penelope ChilverscoreStrategic or Co-development PartnerMother and daughter brand collaboration celebrating British countryside with a 9-piece capsule collection combining ready-to-wear styles and summer shoes featuring fresh spring florals.
• Willow CrossleyminorStrategic or Co-development PartnerChristmas 2022 exclusive collaboration featuring pink and red striped linen napkins and tablecloths cut from 100% European linen.
• Alice PalmerminorStrategic or Co-development PartnerLimited edition pleated lampshades handmade in the UK from YOLKE sample linens, part of Spring Summer 2022 homewares collection.
• Cressida JamiesoncoreStrategic or Co-development PartnerInspired by Swedish folktales featuring whimsical strawberry embroidery sewn in UK. Limited to 85 pieces, combining soft cotton jacquard and linen.
• Tess NewallcoreStrategic or Co-development PartnerDecorative artist and set designer created hand-painted Babushka wallpaper and custom bobbin furniture for YOLKE X Liberty Pop-Up.
• Isabelle FeliuminorStrategic or Co-development PartnerPre-Spring 2019 bespoke collaborative print featuring sellout Prowling Leopard Print across silk pajamas and day-wear styles.
• HarrodsflagshipChannel Partner/ Reseller/ DistributorCollaboration interpreting the vibrancy of Golborne Road through YOLKE signature bold prints hosted at the iconic London department store.
• Le Bon MarcheflagshipChannel Partner/ Reseller/ DistributorYOLKE takes Paris with four reimagined leopard print motifs across silk sleepwear and slips, sold exclusively through this premier Parisian department store.
• SelfridgesflagshipChannel Partner/ Reseller/ DistributorCollection of party pajamas lined in silk and cut from recycled sequins in navy and pink, featuring on fashion set including Laura Bailey.
• Fiona LeahyminorStrategic or Co-development PartnerBespoke rainbow silk eye masks designed to reflect gemstone colors for Noor Fares jewellery collection launch, with hand-painted eye dinner setting.
• British VogueflagshipStrategic or Co-development PartnerDesigned and produced exclusive eye mask using archive British Vogue magazine cover images for Vogue's first beauty advent calendar.
• Daily Dress EditminorStrategic or Co-development PartnerOver the years, designed and produced exclusive dresses hand-picked by Isabelle Spearman to complement and bring joy to the wearer.
• WhistlescoreStrategic or Co-development PartnerLimited edition pyjamas in fluid silk cotton mix with exclusive butterfly moths motif, including matching sleep mask packaged in gift box.
• RuubyminorStrategic or Co-development PartnerPink and red striped silk eye mask designed for launch of Ruuby's first Black Label Box.
• One & Only ResortscoreStrategic or Co-development PartnerMade exclusively for Reethi Rah and Palmilla resorts with bespoke print reflecting tranquility of the resorts, sold in spa stores.
• De BeersminorStrategic or Co-development PartnerBespoke collection of 100% silk satin eye masks supporting De Beers product launch.
• Aurelia Probiotic SkincareminorStrategic or Co-development PartnerChristmas 2020 collaboration featuring silk eye masks and pillow cases with floral print, sold as limited edition gift sets.
• Clodagh McKennacoreStrategic or Co-development PartnerCollaboration combining Clodagh McKenna's love of nature and food with YOLKE's passion for design and craftsmanship. Four-piece handmade homeware collection with playful aesthetic and practical styles.
• Salvesen GrahamcoreStrategic or Co-development PartnerSix-piece capsule collection crafted from 100% BCI organic cotton printed in Italy featuring bespoke YOLKE print with sophisticated florals and heritage prints. Blurring boundaries of interiors and sleepwear.
• Domenica MarlandcoreStrategic or Co-development PartnerRosebud print homeware collection featuring luxury breakfast tray and set of two coasters, celebrating playful elegance and heritage-inspired design.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sleeper: London-based DTC luxury sleepwear and loungewear brand with linen and silk sets. Closely comparable in business model, product category, and aesthetic to YOLKE.
• Manito Silk: Luxury silk sleepwear and bedding brand with monogramming services. Direct overlap in silk fabric expertise, monogram personalization, and premium pricing.
• Hill House Home: US-based DTC brand with iconic Nap Dress and sleepwear/loungewear. Comparable in DTC-first model, expansion into adjacent categories, and digitally savvy luxury positioning.
• Olivia von Halle: London-based luxury sleepwear and loungewear brand offering silk pyjamas and coordinated sets. Direct competitor to YOLKE with very similar product positioning, price points, and target customer.
• Desmond & Dempsey: British luxury sleepwear brand with printed cotton and silk pyjamas sold DTC. Direct competitor with similar price band and customer demographic.

Others

• Liberty London: Iconic London luxury department store and YOLKE channel partner. Listed as a peer because it functions as both a retail partner and a luxury ecosystem reference point; not a direct competitor but a key collaborator.

Broad incumbents

• La Perla: Established Italian luxury house for lingerie, sleepwear, and loungewear. Overlaps with YOLKE's silk sleepwear offering but operates at much larger scale and broader portfolio.
• Frette: Heritage Italian luxury home textiles brand including bedding and homeware. Comparable to YOLKE's homeware and linens collection at a much larger scale.

Emerging players

• Petite Plume: Children's luxury sleepwear brand with classic designs. Comparable to YOLKE's LiTTLE YOLKE children's sub-brand in product category and premium positioning.
• Asceno: London-based luxury sleepwear and resort wear brand with silk and printed designs. Comparable in DTC model, founder-led identity, and contemporary luxury sleepwear positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/yolkestudio
• Facebookfacebook.com/yolkegirl
• Instagraminstagram.com/yolkegirl
• Pinterestpinterest.com/yolkegirl
• LinkedInlinkedin.com/company/yolke

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 YOLKE