Apricot

Apricot sells women’s fashion and accessories: dresses, knitwear, coats, tops, trousers and jewellery. Price points sit in the mid-range bracket, with dresses typically £45-£70 and coats £80-£120. The brand trades only through its own e-commerce site and selected wholesale partners such as Next, John Lewis and Debenhams, operating no standalone stores. The label is known for feminine, print-led pieces that reference current runway trends at accessible prices; signature items include floral midi dresses, colour-block knits and faux-suede biker jackets. New lines are dropped weekly in small runs to keep inventory fresh and reduce end-of-season markdowns. Sustainability efforts include recycled polyester blends and plastic-free mailing bags. Core shoppers are 25-40-year-old women who want fashion-forward looks without premium price tags and who mix high-street with online-only labels. They value quick trend turnover, flattering fits for work-to-weekend wear, and Instagram-friendly prints that photograph well for social feeds. Apricot competes in the crowded “affordable trend” segment against other digital-first womenswear labels and concession-based high-street names. It differentiates by combining catwalk-inspired prints with modest production volumes, allowing faster style refresh cycles and lower discount rates than larger chains while staying cheaper than niche boutique brands.