Damson Madder
Damson Madder is a London-based, founder-led direct-to-consumer women's fashion brand founded in 2020 by Emma Hill, producing sustainable clothing, accessories, eyewear, and homeware in small batches for fashion-conscious women seeking distinctive prints and verified ethical materials.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Damson Madder does
Damson Madder is a London-based, founder-led direct-to-consumer fashion brand established in Spring 2020 by Emma Hill. The company designs and produces women's clothing, accessories, and homeware under a slow-fashion model, using predominantly sustainable materials (92%+ organic or recycled cotton in 2025, 75%+ plant-based fibres) and small-batch production runs of 100-350 units per style. The brand's core products span dresses, tops, denim, knitwear, outerwear, swimwear, bags, hair accessories, and, since 2024-2025, a newly launched homeware collection and a recycled-acetate eyewear line. GOTS, OCS, and GRS certifications substantiate the sustainability claims.
The business model is primarily direct-to-consumer through the owned e-commerce platform damsonmadder.com, with global shipping to the UK, US, EU, Canada, Australia, and broader ROW. Pricing is positioned at the mid-premium tier: dresses $180-$280, denim $210-$335, tops $75-$135, accessories $22-$125. Customer acquisition is driven by viral social media marketing on TikTok and Instagram — viral SKUs have generated 45,000+ restock notification signups (leopard cargo jeans) and 13,000+ waitlists (Jerry Cropped Trench Coat) — supplemented by PR coverage in Grazia, Cosmopolitan, Livingetc, and The Independent, and a newsletter programme with a 10% signup incentive. A SOJO partnership offers free alterations and repairs on Damson Madder items, extending garment lifecycle.
The brand has begun a measured expansion beyond pure DTC: Covent Garden and Selfridges pop-ups in March-May 2025 marked its 5th anniversary; the September 2024 New York Fashion Week pop-up drove US e-commerce above 25% of total and initiated wholesale conversations with Nordstrom and Saks. Distribution now spans own-site e-commerce, temporary physical retail (UK pop-ups, NYFW), and prospective US wholesale. The brand remains privately held and bootstrapped, with no disclosed external funding and no parent company.
Damson Madder firmographics
Firmographics- Name
- Damson Madder
- Legal name
- Damson Madder
- Website
- https://damsonmadder.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Damson Madder is a London-based, founder-led direct-to-consumer women's fashion brand founded in 2020 by Emma Hill, producing sustainable clothing, accessories, eyewear, and homeware in small batches for fashion-conscious women seeking distinctive prints and verified ethical materials.
- Ownership category
- akta.pro rank
Damson Madder industry classification
Industry- Product category
- Sustainable Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Luxury Fashion Jewelry & Designer Accessories (Non-fine) (CRAAAFAM)
Keywords
Where Damson Madder is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Damson Madder business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Direct e-commerce sales: Primary revenue stream through owned e-commerce platform damsonmadder.com, selling clothing, accessories, and homeware directly to consumers globally
- Physical retail (pop-ups and wholesale): Revenue from temporary retail locations and potential wholesale partnerships with major retailers like Nordstrom and Saks following New York expansion
- Gift cards: Digital gift cards sold in denominations from $10 to $250, valid for one year from purchase date
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift cards in denominations from $10 to $250 |
| Unit Pricing | Pay-as-you-go | Standard product pricing across clothing categories |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Damson Madder product offering
Product offeringCore offering
Damson Madder designs and sells sustainable women's clothing, accessories, homeware, and eyewear, producing each style in small batches of 100-350 items. The brand sells primarily through its own direct-to-consumer e-commerce site and pop-up retail, with a focus on slow fashion, distinctive in-house prints, and ethical production. Complementary offerings include gift cards and a partnership with SOJO providing free alterations and repairs to extend garment life.
Product overview
Damson Madder is a London-based sustainable fashion brand founded in Spring 2020 by Emma Hill, offering a broad women's clothing and accessories portfolio. The core offering spans dresses, tops, denim, skirts, shorts, shirts, swimwear, trousers, nightwear, coats, jackets, knitwear, bags, hair accessories, hats, socks, and recently launched eyewear (recycled acetate with polarised lenses) and homeware categories. The brand operates on a small-batch production model of 100-350 items per style, emphasizing slow fashion principles and sustainability. Products are sold exclusively through their e-commerce platform with value-added services including SOJO tailoring partnerships for alterations and repairs.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Clothing Small-batch women's apparel including dresses, tops, trousers, knitwear, and signature reversible jeans, designed for style-conscious consumers seeking sustainable alternatives to fast fashion.
- Accessories Small-batch fashion accessories including bags and other carry items, designed to complement the women's clothing range.
- Homeware Small-batch homeware products featuring the brand's distinctive prints, extending the apparel aesthetic into home goods.
- Eyewear Small-batch eyewear produced as part of the brand's lifestyle offerings, designed in keeping with Damson Madder's sustainable and design-led ethos.
- Gift Cards Prepaid gift cards redeemable across the Damson Madder product range, sold as a standalone product through the brand's e-commerce site.
Quantifiable outcome
- Over 25% of e-commerce sales from US market
- +2 more outcomes
Companies that use Damson Madder
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Damson Madder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Damson Madder partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- UnpluggedminorCollaboration offering tech-free cabin retreats aimed at digital detoxing where visitors can immerse themselves in nature and disconnect from devices.
- Women's Environmental NetworkminorNon-profit charity partnership for 5th anniversary celebration. Proceeds from exclusive birthday merchandise at Covent Garden pop-up went to Women's Environmental Network.
- SOJOcorePartnership with UK-based SOJO tailoring service to offer free bespoke alterations and repairs on Damson Madder items. SOJO provides door-to-door collection/delivery in London and postal service nationwide. Located in East London with turnaround of 5 days in London, 7 days elsewhere.
- PapierminorWellness journal collaboration - Damson Madder x Papier Harlequin Wellness Journal sold at $38
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Damson Madder competitors and assessment
Company assessmentDirect peers
- Ganni: Copenhagen-based contemporary womenswear label with Scandinavian-indie DNA, sustainability commitments, and growing US DTC/retail presence. Comparable in independent designer positioning, sustainability credentials, and the playbook of scaling from European indie to US omni-channel.
- Christy Dawn: LA-based sustainable womenswear/dress brand built on deadstock and regenerative organic cotton, sold DTC. Closely comparable in small-batch sustainable fashion, dress-led assortment, and founder-led brand storytelling.
- House of Sunny: Independent London womenswear brand with viral social-media-led demand, distinctive prints, small-batch drops, and DTC-first model. Highly comparable creator-led brand architecture and growth trajectory to Damson Madder.
- Never Fully Dressed: UK-based independent womenswear brand selling dresses, sets and occasionwear DTC and through concessions. Directly comparable in DTC-led women's occasionwear, mid-premium price points, and influencer-driven marketing.
- Stine Goya: Copenhagen-based designer womenswear brand known for bold prints, vibrant colors, and DTC + select wholesale. Comparable in print-driven signature aesthetic, indie designer positioning, and women's occasionwear/everyday mix.
- Dôen: California-based independent womenswear brand with romantic, feminine silhouettes, sustainable materials, and DTC + select wholesale distribution. Closely comparable in indie designer positioning, sustainability narrative, and US/UK omnichannel strategy.
- Rixo: London-based independent womenswear brand famous for vintage-inspired prints and dresses sold DTC and via premium department stores. Closely comparable in indie positioning, print-led design, premium price points, and wholesale expansion into US retailers.
- Sezane: French independent womenswear brand built DTC with periodic pop-ups and selective department-store entry in the US and UK. Highly comparable in founder-led premium indie fashion, Parisian aesthetic softened for Anglo-US market, and cross-channel scaling playbook.
Broad incumbents
- & Other Stories: H&M Group's premium womenswear label with strong print storytelling, physical retail, and DTC platform. Comparable in indie-feel premium womenswear positioning toward fashion-conscious women; serves as a broader incumbent reference point on category pricing and assortments.
- Reformation: LA-based sustainable womenswear leader with strong DTC platform, retail stores and product extensions (denim, accessories, bridal). Comparable in sustainable womenswear DNA and small-batch mindset; larger scale sets a ceiling example for Damson Madder's aspirational trajectory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Damson Madder social profiles
Digital presenceDamson Madder compliance and trust
Trust signalCompliance3 records
Damson Madder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Damson Madder leadership team
Management profileNumber of profiles
Profiles1 record
Damson Madder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Damson Madder 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 Damson Madder
What does Damson Madder do?
Damson Madder designs and sells sustainable women's clothing, accessories, homeware, and eyewear, producing each style in small batches of 100-350 items. The brand sells primarily through its own direct-to-consumer e-commerce site and pop-up retail, with a focus on slow fashion, distinctive in-house prints, and ethical production. Complementary offerings include gift cards and a partnership with SOJO providing free alterations and repairs to extend garment life.
Is Damson Madder a public or private company?
Damson Madder is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Damson Madder founded?
Damson Madder was founded in 2020. It employs 11 to 50 people.
Where is Damson Madder based?
Damson Madder is headquartered in London, United Kingdom, in the Europe region.
How does Damson Madder make money?
Three revenue lines are on record. Direct e-commerce sales are the primary driver. The others are physical retail (pop-ups and wholesale) and gift cards.
Who are Damson Madder's main competitors?
Direct peers on record are Ganni, Christy Dawn, House of Sunny, Never Fully Dressed, Stine Goya, Dôen, Rixo and Sezane. Broad incumbents are & Other Stories and Reformation.
Does Damson Madder have an API?
No public API is recorded for Damson Madder.
What industry is Damson Madder in?
Damson Madder's product category is Sustainable Women's Apparel. Its primary akta.pro industry code is CRAAAFAM, Luxury Fashion Jewelry & Designer Accessories (Non-fine). Its NAICS code is 45811 and its SIC code is 2300.