Edge of the World Ltd

Name

Edge of the World Ltd

Legal name

Edge of the World Ltd

Website

https://edgeoftheworld.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Kirkby Lonsdale

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales through Franchise Operations: The company generates revenue through operating retail franchise stores for established fashion brands (Joules, Joe Browns, Weird Fish) and their own brand (The British Emporium). Annual net sales exceed £4.6 million. Revenue comes from in-store retail transactions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Edge of the World Ltd is an independent, privately owned family-run multi-brand fashion retail franchise group operating nine physical stores across the UK in prime tourist destinations. The company operates franchise stores for Joules (5 locations), Joe Browns (2 locations, including the first-ever Joe Browns franchise), and Weird Fish (1 location), alongside its own proprietary brand The British Emporium, which sells genuinely British-made products.

Product overview

Edge of the World Ltd is an independent, privately owned fashion retail franchise group operating physical retail stores across the UK. The company generates annual net retail sales of over £4.6 million and manages nine stores, comprising franchise operations for external brands (Joules with five locations, Joe Browns with two locations, and Weird Fish with one location) alongside The British Emporium, their own proprietary brand dedicated to British-made products. The company also previously operated Timberland, The North Face, Karrimor, and other franchise brands.

Differentiator

Problem solved

Functional benefit

Brands

• Joules: Brand for which Edge of the World operates five franchise stores across the Lake District and Peak District.
• Joe Browns
• Weird Fish
• The British Emporium

Products and services

• Joules Franchise Stores Five franchise retail stores operating under the Joules British clothing and lifestyle brand, located in the Lake District and Peak District tourist destinations. Targeted at fashion-conscious consumers in scenic UK locations.
• Joe Browns Franchise Stores Two franchise retail stores operating under the Joe Browns eclectic, colourful clothing brand, including the pioneering first-ever Joe Browns franchise in Bowness-on-Windermere and a store in Cirencester. Targeted at fashion-conscious consumers.
• Weird Fish Franchise Store Franchise retail store operating under the Weird Fish casual clothing brand, located in Keswick in the Lake District. Targeted at casual apparel consumers in tourist destinations.
• The British Emporium Owned and managed retail concept dedicated to celebrating and selling genuinely British-made products, with a physical store in Bakewell, Derbyshire, and a dedicated e-commerce website at thebritishemporium.com. Targeted at consumers seeking authentic British-made goods.

Quantifiable outcome

• First Joe Browns franchise - pilot boutique with £350,000 refit investment

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• JoulescoreChannel Partner/ Reseller/ DistributorFranchise operator for Joules brand. Operates 5 Joules franchise stores across the Lake District (Ambleside, Bakewell, Bowness-on-Windermere, Keswick, Kirkby Lonsdale). Joules is a British heritage clothing brand.
• Joe BrownscoreChannel Partner/ Reseller/ DistributorFirst-ever Joe Browns franchisee. Edge of the World pioneered the Joe Browns franchise model and operates 2 Joe Browns stores (Bowness-on-Windermere, Cirencester). The Bowness store underwent £350,000 refit to become the pilot Joe Browns boutique.
• Weird FishcoreChannel Partner/ Reseller/ DistributorFranchise operator for Weird Fish brand. Operates 1 Weird Fish store in Keswick (Lake District) and previously operated another at Ambleside.
• The British EmporiumcoreStrategic or Co-development PartnerSister company owned by Edge of the World, dedicated to celebrating genuinely British-made products. The British Emporium operates a store in Bakewell (opened 2022) and has an e-commerce website (launched 2023). Originally Sears of Bakewell store, rebranded in 2022.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Seasalt: Cornwall-based British heritage fashion retailer with own-brand stores in regional UK tourist destinations. Comparable positioning in 'British-made' lifestyle fashion and similar tourist-footfall store strategy.
• Cotswold Outdoor: UK outdoor clothing and equipment retailer with regional high-street stores. Comparable product mix (apparel + outdoor lifestyle) and overlapping UK regional customer base including tourist destinations.
• White Stuff: UK-based multi-channel fashion retailer with strong regional high-street and outlet presence, serving similar demographic to Edge of the World customers. Comparable brand portfolio approach and pricing tier.
• Boden: UK heritage-inspired British clothing brand with retail and DTC channels targeting style-conscious middle-to-upper-income consumers. Comparable product aesthetic and aspirational British brand positioning.
• Crew Clothing: British heritage-style fashion retailer with own-store retail presence in UK market towns and tourist destinations. Overlapping target customer of style-conscious regional UK shoppers and tourists.
• Rohan: UK outdoor and travel clothing specialist with own-store retail presence in regional UK locations. Similar mid-premium British outdoor fashion positioning and tourist-area retail strategy.
• Mountain Warehouse: UK multi-channel outdoor and casual fashion retailer with extensive own-store footprint including UK tourist-destination locations. Comparable store format, customer base overlap, and multi-brand lifestyle positioning.
• Fat Face: UK heritage-inspired lifestyle and fashion retailer operating its own multi-channel retail footprint across the UK. Directly comparable product positioning (British countryside aesthetic) and overlapping customer base of UK regional tourists and lifestyle consumers.

Broad incumbents

• Joules (Next-owned): British heritage fashion brand and franchise licensor; Edge of the World is Joules' largest UK franchisee. Comparable because Joules itself operates stores in similar tourist locations, defining the brand and franchise economics that drive Edge of the World's largest revenue line.
• Joe Browns: British eclectic fashion brand and Edge of the World's franchise partner; Joe Browns operates its own stores and wholesale alongside the franchise model pioneered by Edge of the World. Comparable brand-side economics and customer demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/edge-of-the-world-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Edge of the World Ltd