Sanne

What Sanne does

Sanne is a privately held luxury fashion brand founded in 2017 by Creative Director Lena McCroary, a Central Saint Martin's graduate with bespoke tailoring experience, and operates from a registered office and atelier at 38 Haycroft Gardens, London. Its core offering is women's ready-to-wear and made-to-measure garments produced only after a customer order is placed, executed in a single London workshop under a stated zero-waste policy that the company claims reduces fashion overproduction waste by 70%, with typical lead times of 5-8 days and additional 24-48 hours for packing and shipping.

The product range spans dresses, coats, jackets, trousers, skirts, tops and accessories organised into named collections such as Vinyl Nights, Dusk to Dawn, The Trip, Sunset Ashram and Wired West, with prices from approximately £350 for accessories to over £3,100 for premium coats. A separate sub-brand, Sanne Haus, extends the founder's space-age and Memphis Milano-influenced aesthetic into furniture and home decor. All sales are direct-to-consumer through the sanne.com e-commerce storefront, supported by phone ordering, online personal shoppers, and bookable private appointments; international shipping is fulfilled via DHL to 40+ countries with multi-language (English, Arabic, French, Portuguese, Spanish) and multi-currency (EUR, GBP, USD, SAR, AED) support.

Sanne Limited is a private company registered in England and Wales with no disclosed funding rounds, no institutional investors, no parent company, and a team of approximately 11 employees. The business is bootstrapped and founder-controlled, relying on organic channels (newsletter, editorial coverage including WWD, and social) rather than paid acquisition, and is GDPR-compliant as a data controller. Revenue, headcount growth and AI/technology adoption are not publicly disclosed.

Name

Sanne

Legal name

Sanne Limited

Website

https://sanne.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Sanne is a London-based luxury fashion brand that produces made-to-order women's garments in a single atelier under a zero-waste model, selling direct-to-consumer online to customers in 40+ countries. Founded in 2017 by Lena McCroary, the firm also operates the Sanne Haus furniture sub-brand and employs about 11 people.

Ownership category

akta.pro rank

Product category

Luxury Womenswear & Made-to-Order Fashion

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315)

SIC

Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Luxury Womenswear (CRAAAFAG)

akta.pro secondary industries

Luxury Fashion (Ready-to-Wear & Couture) (CRAKAFAE), Luxury & Designer Apparel Houses (CRAAAAAC)

Keywords

• Made-to-order fashion
• Luxury womenswear
• Custom garments
• Atelier tailoring
• Sustainable luxury clothing

Headquarters

HQ city

London, UK

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Garment Sales: One-time purchase model for custom-made luxury garments. Made-to-order items are produced specifically for each customer upon order receipt. Price includes packaging and transportation/delivery. Payment terms: 50% or 100% at purchase with remainder before shipping for in-person orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Sanne designs, produces, and sells made-to-order luxury womenswear through its owned e-commerce platform (sanne.com), with each garment handcrafted in the company's London atelier only after a customer order is received. The product range spans dresses, coats, jackets, tops, trousers, skirts, and accessories across five named collections, with made-to-measure customization available. A separate sub-brand, Sanne Haus, offers furniture and lifestyle pieces.

Product overview

Sanne is a luxury fashion brand operating a made-to-order model that produces garments exclusively upon customer purchase, eliminating overproduction. The company offers five main clothing collections (Vinyl Nights, Dusk to Dawn, The Trip, Sunset Ashram, and Wired West) featuring women's apparel including dresses, coats, jackets, tops, trousers, skirts, and accessories. All garments are crafted in Sanne's London atelier with typical lead times of 5-8 days. The brand also operates Sanne Haus, a furniture and lifestyle sub-brand inspired by space-age futurism and Memphis Milano design. Sanne's sustainability commitment includes a zero-waste policy reducing waste by 70%.

Differentiator

Problem solved

Functional benefit

Brands

• Sanne Haus: A furniture and home decor line born from Creative Director Lena McCroary's desire to transform her London home into a world of imagination and inspiration. Furniture pieces are vibrant, playful, and unconventional, defined by striking colors, unexpected shapes, and sharp sense of humor.

Products and services

• Made-to-Order Luxury Womenswear Core offering of luxury fashion garments produced to order in Sanne's London atelier only after a customer's order is received, following a zero-waste policy that reduces waste by 70%. Includes made-to-measure customization with typical 5-8 day lead times and is sold to fashion-forward individual luxury consumers internationally.
• Vinyl Nights Collection A clothing collection featuring tweed cropped jackets, skirts, crop tops, halter tops, and linen shorts offered as coordinated sets, produced to order as part of Sanne's made-to-order womenswear range.
• Dusk to Dawn Collection A clothing collection featuring tweed coats, silk shirts, silk trousers, lace-up coats, and coordinating separates in rich jewel tones, produced to order through Sanne's made-to-order model.
• The Trip Collection A clothing collection featuring axis shirts, teddy jackets, teddy trousers, trench coats, and barrel trousers with distinctive tailoring, produced to order through Sanne's made-to-order model.
• Sunset Ashram Collection A clothing collection featuring khaki shirts, saffron blaze jackets, belts, scarves, cropped bodices, and denim skirts with bohemian influences, produced to order through Sanne's made-to-order model.
• Wired West Collection A clothing collection featuring corduroy trench coats, fringe flares, wide leg trousers, cardigans, corset trousers, and crocodile-embossed pieces with western-inspired detailing, produced to order through Sanne's made-to-order model.
• Sanne Haus Furniture and home decor line featuring vibrant, playful, and unconventional pieces defined by striking colours, unexpected shapes, and a sharp sense of humour, blending futuristic 1960s space-age elegance with Memphis Milano's rebellious spirit.

Quantifiable outcome

• 70% waste reduction through zero-waste made-to-order policy
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Emilia Wickstead: London-based luxury womenswear designer with a Central Saint Martins pedigree and made-to-measure services. Closely comparable in founder credentials, bespoke offering, and price tier.
• Erdem: London-based designer luxury womenswear house founded by a CSM alumnus, known for print-driven romantic silhouettes. Shares the same founder pedigree and luxury designer positioning as Sanne.
• Rotate Birger Christensen: Scandinavian contemporary luxury womenswear brand strong on occasionwear. Comparable in DTC-first model, accessible-luxury pricing, and seasonal collection cadence.
• Rixo: London-based independent luxury womenswear brand offering dresses, tops, and accessories with a vintage-inspired aesthetic. Closely comparable DTC luxury positioning and price tier to Sanne.
• Needle & Thread: London luxury womenswear brand known for embellished occasionwear, dresses, and accessories. Operates a similar DTC-plus-private-appointment model and competes in the same accessible-luxury price band.
• Temperley London: British luxury womenswear brand offering dresses, separates, and accessories with a distinct bohemian-romantic aesthetic. Comparable in size, London origin, and accessible-luxury price positioning.
• Beulah London: London-based sustainable luxury womenswear brand with explicit ethical-production positioning. Most directly comparable peer on the sustainability narrative that anchors Sanne's value proposition.
• Self-Portrait: Contemporary luxury womenswear label with strong international DTC and wholesale presence. Directly comparable in price band (£300-£1,500+) and product categories (dresses, tops, tailoring).

Broad incumbents

• Net-a-Porter: Global luxury multi-brand e-commerce platform that would be a natural distribution partner or competitive benchmark for Sanne's DTC positioning. Operates broadly across the same luxury womenswear category.

Emerging players

• Ahluwalia: London-based luxury womenswear designer with sustainability-led positioning. Smaller-scale designer brand similar in stage and sustainability narrative to Sanne.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sanne-limited

Compliance1 record

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 Sanne