LAY
- Company typePrivate
- Founded2017
- HeadquartersPrague, Czechia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
LAY firmographics
Firmographics- Name
- LAY
- Legal name
- Lay Sedláková s.r.o.
- Website
- https://laysedlakova.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
LAY industry classification
Industry- Product category
- Luxury Apparel and Couture
- NAICS
- Apparel Manufacturing (315), Cut and Sew Apparel Contractors (315210)
- SIC
- Women's, Misses', And Juniors Outerwear (2330), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)
- akta.pro secondary industry
- Luxury Haute Couture (CRAAAFAB)
Keywords
Where LAY is headquartered
LocationHeadquarters
- HQ city
- Prague
- HQ country
- Czechia
- HQ region
- Europe
Offices1 record
Markets served
LAY business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ready-to-Wear Garment Sales: Direct e-commerce sales of pre-designed sculptural coats, biker jackets, shirts, and couture pieces at fixed price points. Products include CLASSY coats (€820), BIKER jackets (€620), WOOL TRENCH coats (€1,140), THE SHIRT (€200), Gold Blazer (€1,000), and Brocade pieces (€400-€1,800).
- Custom/Made-to-Measure Creations: Bespoke garment creation through one-to-one atelier appointments. The Gold Blazer is specifically offered as 'Made to measure.' Custom couture pieces can be crafted aligned with customer stories and future visions.
- Couture Commissions: High-value custom couture pieces for special occasions, including wedding dresses and ceremonial garments. The brand collaborates directly with clients to create unique silhouettes in their signature design language.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | THE SHIRT - Basic structured shirt |
| Unit Pricing | Pay-as-you-go | CLASSY Coat - Signature elongated silhouette coat |
| Unit Pricing | Pay-as-you-go | WOOL TRENCH Coat - Classic trench silhouette |
| Unit Pricing | Pay-as-you-go | BIKER JACKET - Cropped biker silhouette |
| Unit Pricing | Pay-as-you-go | Brocade Biker Jacket - Couture brocade reinterpretation |
| Unit Pricing | Pay-as-you-go | Gold Blazer - Made to measure |
| Unit Pricing | Pay-as-you-go | Iconic Brocade Corset - Signature two-panel silhouette |
| Unit Pricing | Pay-as-you-go | Sculptural Corset - Dimensional brocade waves |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
LAY product offering
Product offeringCore offering
LAY is a Prague-based luxury fashion label that designs, manufactures, and sells ready-to-wear sculptural coats, biker jackets, structured shirts, and couture pieces directly to consumers through its Shopify e-commerce store and atelier showroom. The brand also offers bespoke made-to-measure and custom couture commissions created through one-to-one atelier appointments, blending couture craftsmanship with sculptural tailoring and artisanal embellishments.
Product overview
LAY is a fashion label offering a focused portfolio of sculptural garments. The core collection centers on tailored coats and jackets in the Wool Collection (CLASSY and BIKER JACKET lines in Lazurite, Ash, and Cherry colorways), crafted from circular fabric blends of virgin wool and cashmere. Separately, THE SHIRT provides a structured tops option. The Couture line features bespoke brocade pieces including the Brocade Biker Jacket, Gold Blazer, and Corset variations (Iconic Brocade Corset, Sculptural Corset), offering made-to-measure and custom silhouette services. The brand operates as a single label without a modular platform architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- THE SHIRT A precisely tailored cotton shirt with sculpted silhouette featuring vertical and side shaping seams, available in White and Black with fitted or regular sleeve options. Designed for women seeking refined everyday elegance.
- CLASSY Coat Signature elongated silhouette coat crafted from a circular fabric blend of 80% virgin wool and 20% cashmere woven in Italy, meeting the Circular Fabric Standard. Available in Lazurite, Cherry, and Ash colorways, fully lined with European viscose twill.
- WOOL TRENCH Coat Classic trench silhouette crafted from the same circular wool-cashmere blend as the CLASSY coat, available in Lazurite, Ash, and Cherry colorways. Features clean lines that soften into fluid movement.
- BIKER JACKET Cropped biker silhouette jacket crafted from a circular 80% virgin wool, 20% cashmere blend woven in Italy. Available in Lazurite, Cherry, and Ash colorways with a refined yet daring silhouette.
- Brocade Biker Jacket Part of the 2025 Brocade Couture collection, sculpted from luminous brocade with oversized sleeves and cinched waist. Embodies the archetype of 'The Sacred Child' — a balance of armor and tenderness.
- Gold Blazer A gold suiting blazer in a sharp yet fluid silhouette, offered as a made-to-measure piece through one-to-one atelier appointments. Embodies the archetype of 'The Visionary'.
- Iconic Brocade Corset Signature two-panel corset silhouette cut from luminous gold brocade with architectural precision while remaining fluid and wearable. Embodies the archetype of 'The Visionary'.
- Sculptural Corset Built on LAY's signature two-panel corset base with layers of brocade sculpted and hand-arranged into fluid waves. Embodies the archetype of 'The Bride of the Future'.
- Custom Couture Commissions Bespoke couture creation service offered through one-to-one atelier appointments at the Prague showroom. Includes high-value custom couture pieces such as wedding dresses and ceremonial garments crafted in collaboration with the client.
Quantifiable outcome
- Products meet Circular Fabric Standard with zero resource consumption, zero emissions, zero disposal
- +2 more outcomes
Companies that use LAY
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
LAY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LAY partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- JS Textile Studio (Juraj Straka)coreOngoing creative collaboration with textile artist Juraj Straka since 2023. JS Textile Studio creates custom textile designs exclusively for LAY, including diamond fractal graphic patterns, op-art designs, and luminous brocades with metallic foils. Collaboration produced Crystal Coat (2025), OPART SS '23, and Trench Coat JS (2024). Juraj provides visual scoring and textile design; Lay provides sculptural silhouettes and precision tailoring.
- Helping DollsminorRenowned Czech charity event. LAY created six archetypal relics from golden brocade fabric — silhouettes drawn from sacred geometry of LAY's brand DNA — including the signature two-piece corset cut. All pieces gifted as gesture of devotion.
- Sweet & Chic WeddingsminorWedding publication/media brand. Wedding editorial featuring LAY couture dress in vibrant editorial combining Prague's elegance with citrus-toned florals and sleek tailoring. Shot by photographer Sandra Raev.
- Sandra RaevminorPhotographer who captured LAY's 2025 wedding editorial with Sweet & Chic Weddings. Her lens brought the vivid wedding dream to life with citrus-toned florals and vibrant paper accents.
- Ina T.coreMost renowned Czech fashion critic and LAY brand ambassador since 2012 when she first reached out to wear Lay's pieces. Evolved into natural collaboration: Ina serves as ambassador wearing coats publicly with elegance. In 2024, LAY created a unique bridal look (generous gown with couture softness) and cocktail dress for Ina's wedding.
- Anna KoniaevaminorPhotographer who captured LAY's OPART SS '23 collaboration with JS Textile Studio. Her lens highlighted the movement, lightness, and visual power of the fluid yet sculptural silhouettes.
- MadoraminorMost renowned bridal atelier in South Moravia. Lay approached their professional team while still young to propose collaboration, resulting in a limited wedding minicollection of five unique looks featuring her signature 3D floral embroidery and minimalist gown with oversized bow (bestseller for the salon).
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
LAY competitors and assessment
Company assessmentDirect peers
- Roksanda: London-based designer label offering sculptural, colour-driven ready-to-wear with couture sensibility. Comparable to LAY in its focus on feminine architectural silhouettes, premium price points (£600-£3,000+), and art-gallery-style positioning.
- Dice Kayek: Istanbul/Paris-based couture house producing architectural, sculptural womenswear in limited editions. Comparable to LAY in its small-batch couture model, artisanal craftsmanship, and collaborations with artists and cultural institutions.
- Christopher Esber: Australian designer label producing sculptural, modern minimalist ready-to-wear. Comparable to LAY in its tailored architectural silhouettes, limited drops, and premium contemporary luxury positioning.
- Iris van Herpen: Dutch haute couture house known for sculptural, technologically-driven designs and limited-edition drops. Highly comparable to LAY in its small-batch couture philosophy, art-informed narrative, and premium pricing positioning for a niche luxury collector audience.
- Johanna Ortiz: Colombian luxury label known for sculptural feminine ready-to-wear and resort collections. Comparable to LAY in its focus on limited-edition artisanal pieces with narrative-driven design and premium ready-to-wear positioning.
- Toni Maticevski: Australian designer label specialising in sculptural evening wear and bridal couture. Comparable to LAY in its sculptural two-panel corset silhouettes, custom/bespoke commissions, and couture-feel premium pricing.
Broad incumbents
- Delpozo: Spanish couture house (now owned by Puig) specialising in sculptural, architectural womenswear. Highly comparable artistic direction to LAY's sculptural silhouettes, but operates at significantly larger scale with corporate backing and runway presence.
- Erdem: London-based luxury house known for narrative-driven, artisanal womenswear with couture craftsmanship. Comparable to LAY in artistic positioning and limited-edition premium collections, but with broader wholesale distribution.
- Temperley London: British heritage luxury label offering artisanal ready-to-wear and bridal couture at higher volumes than LAY. Comparable in its small-batch craftsmanship ethos, bridal collaborations, and premium positioning, but operates at broader wholesale scale.
Regional players
- By Malene Birger: Danish contemporary luxury label offering sculptural, minimal womenswear with artisanal finishing. Comparable to LAY in quiet-luxury aesthetic and tailored silhouettes, but primarily serves Scandinavian and broader European markets at higher volume.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
LAY social profiles
Digital presenceLAY financial estimates
Financial estimateRevenue estimate
Valuation estimate
LAY leadership team
Management profileNumber of profiles
Profiles1 record
LAY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LAY 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 LAY
What does LAY do?
LAY is a Prague-based luxury fashion label that designs, manufactures, and sells ready-to-wear sculptural coats, biker jackets, structured shirts, and couture pieces directly to consumers through its Shopify e-commerce store and atelier showroom. The brand also offers bespoke made-to-measure and custom couture commissions created through one-to-one atelier appointments, blending couture craftsmanship with sculptural tailoring and artisanal embellishments.
Is LAY a public or private company?
LAY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LAY founded?
LAY was founded in 2017. It employs 1 to 10 people.
Where is LAY based?
LAY is headquartered in Prague, Czechia, in the Europe region.
How does LAY make money?
Three revenue lines are on record. Ready-to-Wear Garment Sales are the primary driver. The others are custom/Made-to-Measure Creations and couture Commissions.
Who are LAY's main competitors?
Direct peers on record are Roksanda, Dice Kayek, Christopher Esber, Iris van Herpen, Johanna Ortiz and Toni Maticevski. Broad incumbents are Delpozo, Erdem and Temperley London. By Malene Birger is listed as a regional player.
Does LAY have an API?
No public API is recorded for LAY.
What industry is LAY in?
LAY's product category is Luxury Apparel and Couture. Its primary akta.pro industry code is IMAOAEAL, Luxury & Couture / Small-Batch Cut & Sew, with a secondary code of CRAAAFAB, Luxury Haute Couture. Its NAICS code is 315 and its SIC code is 2330.