Follie Follie

What Follie Follie does

Folli Follie is a Greek-origin accessible-luxury fashion accessories brand operating under FF Group, a publicly listed entity on the Athens Stock Exchange (ticker FFGRP). The brand designs, distributes, and retails jewelry, watches, and bags/accessories targeting primarily fashion-conscious women, with a secondary men's accessories segment and a smaller corporate-gifting B2B channel. Its core product portfolio spans bracelets, necklaces, charms, rings, and earrings (in silver, rose gold plated, and gold plated materials); watches in bracelet-strap, leather-strap, ceramic, chronograph, and sport styles featuring Swiss (Ronda) and MIYOTA movements; and handbags, shoulder bags, evening bags, backpacks, wallets, sunglasses, scarves, and perfume. The brand is structured around multiple named sub-collections including Heart4Heart (with 10% of purchases donated to Breast Cancer Care UK), Santorini Flower, Fashionably Silver (925 sterling silver), Wonderfly, Carma, Cyclos, Bling Chic, Aegean Breeze, Apeiron, and Pearl Muse.

The company's distribution model is direct-to-consumer omnichannel: owned e-commerce storefronts across at least eight country-specific domains (UK, Spain, Hong Kong, Japan, Taiwan, China, USA, and International) supporting seven currencies, alongside more than 380 company-owned points of sale across 25 countries, plus historical travel-retail presence. Revenue mechanics are unit-priced one-time purchases across three core categories — jewelry (£10–£155), watches (£140–£700), and bags/accessories (£10–£300+) — with promotional levers including 25% off when spending £120, clearance discounts of 50–70%, free UK delivery over £50, a 10% newsletter signup incentive, and an affiliate programme operated through Linkshare. The customer-acquisition stack layers email, organic Instagram (#MyFolliFollie), Unidays student discounts, fashion-magazine reader offers (ELLE, Grazia), and a corporate-gifts department.

Underlying technology is standard e-commerce infrastructure: SSL 256-bit encryption, cookies for session and analytics tracking, and content-managed multi-country storefronts. There is no disclosed proprietary AI/ML, no patents or trademarks listed, no management team data provided, and no revenue or funding figures disclosed in the source material. The company's UK regional headquarters sits at Francis House, 11 Francis Street, London, SW1P 1DE, while its global corporate headquarters is in Agios Stefanos, Attika, Greece.

Name

Follie Follie

Legal name

FOLLI FOLLIE INDUSTRIAL AND COMMERCIAL SOCIETE ANONYME OF JEWELLERIES – TIMEPIECES – CLOTHING – FOOTWEAR – ACCESSORIES

Website

https://follifollie.co.uk

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

Folli Follie is a Greek-origin accessible-luxury fashion accessories brand under publicly listed FF Group, designing and retailing jewelry, watches, and bags across 25 countries via 380+ points of sale and multi-country e-commerce, primarily serving fashion-conscious women with secondary men's and corporate-gifting segments.

Ownership category

akta.pro rank

Product category

Fashion Jewellery & Accessories

NAICS

Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Fashion jewellery
• Women's watches
• Designer handbags
• Fashion accessories
• Affordable luxury

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Sales: One-time purchase of fashion jewelry including bracelets, necklaces, rings, earrings, and charms. Products are sold at fixed retail prices with periodic promotions and discounts.
2. Watches Sales: One-time purchase of timepieces including sport watches, leather strap watches, ceramic watches, chronograph watches, and bracelet strap watches. Premium watches feature Swiss movements and sapphire coatings.
3. Bags & Accessories Sales: One-time purchase of handbags, shoulder bags, evening bags, backpacks, wallets, sunglasses, scarves, and perfume. Products include both fashion leather goods and PU alternatives.
4. Corporate Gifts: Bulk corporate gift orders for business clients seeking branded fashion accessories for gifting purposes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Folli Follie designs, manufactures, and retails fashion jewellery, watches, and bags for women, operating through owned e-commerce storefronts across multiple country domains and over 380 company-owned retail points of sale in 25 countries. The brand extends into accessories such as sunglasses, scarves, perfume, and value-added services including corporate gifting, engraving, soldering, and repairs.

Product overview

Folli Follie is a Greek fashion jewellery and accessories company offering a 'full fashion concept' of branded, trendy jewellery, watches, and bags. The product portfolio centers on three core categories: Jewellery (bracelets, necklaces, charms, rings, earrings in silver, rose gold, and gold plated materials), Watches (bracelet strap, leather strap, ceramic, chronograph, and sport styles with Swiss and MIYOTA movements), and Bags & Accessories (handbags, shoulder bags, cross-body bags, totes, wallets, necessaires, sunglasses, scarves, and perfume). The offering includes signature sub-brands like Heart4Heart (heart-themed collection benefiting Breast Cancer Care), Santorini Flower (iconic floral motif), Fashionably Silver (925 sterling silver), Wonderfly (butterfly-themed), Carma (beaded statement pieces), and Cyclos (circle motif designs). Additional services include corporate gifting, engraving and soldering, and repairs. The company operates in 25 countries with over 380 points of sale and offers online shopping with multi-currency support across Europe, Asia Pacific, and the USA.

Differentiator

Problem solved

Functional benefit

Brands

• Folli Follie: Main brand for women's jewelry, watches, handbags, and accessories
• Heart4Heart
• Fashionably Silver
• Santorini Flower
• Aegean Breeze
• Bling Chic
• Carma
• Cyclos
• Wonderfly
• Apeiron
• Pearl Muse
• Grace
• Style Code
• Sugar Sweet
• Funky Safari
• Checkmate
• Match Point
• Retro Square
• Donatella

Products and services

• Women's Jewellery Women's jewellery including bracelets, necklaces, charms, rings, and earrings in silver, rose gold plated, and gold plated materials. Includes sub-brand collections such as Heart4Heart, Santorini Flower, Fashionably Silver, Wonderfly, Carma, Cyclos, Bling Chic, Pearl Muse, Match & Dazzle, Apeiron, and Love & Fortune.
• Women's Watches Women's watches available in bracelet strap, leather strap, ceramic, chronograph, and sport styles featuring Swiss movements (Ronda 763, Ronda 753) and MIYOTA movements. Includes sub-brand collections such as Heart4Heart, Santorini Flower, Checkmate, Match Point, Retro Square, and Donatella.
• Bags & Accessories Handbags, shoulder bags, evening bags, backpacks, cross-body bags, totes, purses & wallets, necessaires, and travel wallets in leather and PU materials. Includes sub-brand collections such as Heart4Heart, Style Code, Sugar Sweet, Funky Safari, and Saffiano. Also includes sunglasses, scarves, and perfume.
• Corporate Gifts Service Tailored corporate gift options for businesses looking to purchase in bulk for corporate gifting occasions, with recommendations based on budget and occasion. Operated by a dedicated Corporate Gifts Department.
• Engraving & Soldering Service Hand and machine engraving on specific products, plus soldering of charms on bracelets and necklaces, with a 5 additional working day turnaround.
• Repairs Service Repairs service for items purchased from Folli Follie stores.
• Online Shopping Platform E-commerce platform offering online ordering, order tracking, and delivery across multiple country-specific domains (UK, Spain, Greece, Hong Kong, Japan, Taiwan, China, USA, International) with GBP, EUR, HKD, JPY, TWD, CNY, and USD currency options and free UK delivery on orders over £50.

Quantifiable outcome

• 10% of Heart4Heart purchases donated to Breast Cancer Care UK

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• LinkshareminorChannel Partner/ Reseller/ DistributorLinkshare is an affiliate marketing network that provides Folli Follie with a commission-based channel for customer acquisition. Affiliates earn referral fees by driving traffic and sales to follifollie.co.uk. The program requires UK-based websites with aesthetically pleasing design and prohibits pornographic or offensive content.

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Thomas Sabo: German accessible-luxury jewelry and watches brand sold through own-stores, department stores, and travel retail worldwide. Direct overlap with Folli Follie's sterling-silver Fashionably Silver line and watch category.
• Fossil Group: Multi-brand fashion watch and accessories company (Fossil, Skagen, Michael Kors, Armani licenses). Comparable on accessible fashion-watch positioning, broad retail distribution, and accessories extension into leather goods.
• Pandora: Global accessible-luxury jewelry brand with owned-and-operated retail and a similar price-band approach (charms, bracelets, earrings, rings). Most directly comparable on product mix, price architecture, and multi-channel global retail footprint.
• Skagen: Danish accessible-luxury watch and jewelry brand owned by Fossil Group, sold globally through own-stores, department stores, and travel retail. Direct overlap on minimalist fashion watches in the £100-£300 band.
• Accessorize (Monsoon Accessorize): UK-headquartered fashion jewelry, bags, scarves, and accessories retailer with strong high-street and concession presence. Closely comparable on category mix (jewelry-plus-bags-plus-scarves) and UK consumer base.
• Swarovski: Crystal-based fashion jewelry and accessories brand with global flagship and department-store presence. Comparable on accessible-luxury positioning, gifting-led demand, and combined jewelry-plus-watch-plus-accessory assortment.
• Guess Accessories: Fashion accessories brand spanning watches, jewelry, handbags, and small leather goods at comparable accessible-luxury price points, with global department-store and outlet distribution.

Emerging players

• Olivia Burton: British accessible-luxury watch and jewelry brand with strong digital and gifting-led demand. Comparable on women's fashion-watch positioning and sub-£200 price band, though smaller in physical retail.
• Daniel Wellington: Digital-first accessible-luxury watch and jewelry brand. Comparable on minimalist fashion-watch positioning in the same price band as Folli Follie's mid-range watches, but operates almost exclusively online versus Folli Follie's physical-retail-led model.

Broad incumbents

• Kate Spade New York: Broader accessible-luxury lifestyle brand covering handbags, jewelry, watches, and accessories with global retail. Comparable on multi-category accessible-luxury accessories, though typically positioned slightly higher on price and brand prestige.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/follifollie
• LinkedInlinkedin.com/company/follie-follie

Revenue estimate

Valuation estimate

Number of profiles

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 Follie Follie