Yumi

joythestore

Joythestore is a British women’s and lifestyle retailer focused on affordable fashion, accessories and small homeware gifts. Core lines include printed dresses, knitwear, jewellery, bags and seasonal décor, almost all priced between £15 and £80, situating the brand in the budget-to-mid-range bracket. Sales are conducted exclusively through the e-commerce site and a single flagship on London’s Earlham Street, Covent Garden. The label is best known for cheerful, conversational prints—florals, polka dots and limited-edition artist collaborations—produced in small runs that refresh weekly. Frequent micro-collections keep the site stocked with newness, while a consistent petite, tall and curve size range (UK 6-22) widens appeal without premium pricing. Signature items such as the “Joy” reusable shopping bag and Christmas jumpers have become cult gifts. Shoppers are predominantly 25-45-year-old women who want upbeat, Instagram-ready pieces for work, weekends and festivities without fast-fashion guilt; many value British design and the brand’s use of responsibly sourced cotton and recyclable packaging. The tone of voice—playful puns, bright colour stories—targets customers who see clothing as mood-lifting self-expression rather than wardrobe investment. Joy competes with mid-market high-street fashion brands and gift-led lifestyle boutiques. It differentiates by blending wearable daywear with novelty gifting, maintaining weekly newness, and keeping prices below premium contemporary labels while still offering limited-run exclusivity and London-designed prints.

Cheerful prints that lift your mood, gifts that spark joy, weekly newness that never feels stale

• Recycled

Yoek

Yoek is a UK-based plus-size women’s fashion label selling sizes 14-36. Core ranges are occasion dresses, tailored coats, jersey staples and statement prints priced £60-£220, sitting in the mid-range bracket. The brand trades through its own e-commerce site, the Yoek outlet store in Tunbridge Wells and a network of independent boutiques across northern Europe. Design is done in-house at the Amsterdam headquarters, allowing weekly drops of new prints and colourways. Signature pieces include the “Evening Deluxe” sequin dresses, reversible jersey wraps and boiled-wool coats that feature in seasonal lookbooks shot on size-18 models. Yoek positions itself as “European style, not basics,” emphasising bold colour, luxe textiles and consistent fit across the size curve. The typical shopper is 35-65, professional, and buys for work, travel and social events where she wants polished style without compromise on size. She values wardrobe longevity, machine-washable fabrics and reliable sleeve, bust and hip grading that removes the need for alterations. Yoek competes with mainstream retailers’ plus lines and niche curve brands by maintaining a single-size matrix rather than a diffusion range, keeping design control in Europe and turning stock quickly to stay ahead of copy-cat prints. Its differentiation lies in combining fashion-forward colour and textile development with a true plus-size block, filling the gap between discount basics and designer capsule collections.

European fashion with a fit that actually works for your size

• Independent

Gini London

Gini London sells women’s fashion—dresses, tops, knitwear, coats and occasionwear—priced £25-£120, sitting in the mid-range bracket. The brand is digital-first, trading through ginilondon.com and shipping worldwide, with periodic pop-ups and wholesale concessions in UK department stores. The label is known for fast-turnaround occasion dresses that mirror current runway colourways and silhouettes but at a fraction of designer prices; new styles drop weekly. Their best-selling “Gini” satin midi and curve-friendly wrap dresses are stocked in up to 20 colourways and have become repeat best-sellers on social media hauls. Core shoppers are 18-35-year-old British and European women who need affordable, camera-ready outfits for weddings, races or holidays without long-term wardrobe investment. They value trend responsiveness, inclusive sizing (UK 4-24) and Instagram-friendly packaging that signals “new outfit” rather than “forever piece”. Gini London competes with other online-only, trend-driven womenswear brands that compress catwalk-to-customer lead times; it differentiates by keeping design, photography and fulfilment in-house, allowing drops within 7-10 days of a trend surfacing and undercutting rival mid-price labels by 15-20 % on equivalent styles.

Runway trends, high street prices, delivered before you need them

Babs Boutique NYC

Babs Boutique NYC sells women’s contemporary apparel, statement jewelry, and small-batch accessories, with most ready-to-wear priced $88-$298 and jewelry $38-$128—solidly mid-range. The site drops 8-10 new micro-collections each year and ships nationwide; there is no brick-and-mortar, so 100 % of revenue comes from the e-commerce storefront and Instagram DM checkout. The brand is known for limited-run sets cut from dead-stock fabrics produced in Queens, ensuring no style exceeds 50 units. Best-sellers include the “SoHo satin cargo pants” and convertible wrap tops that can be worn five ways; every piece is tagged with the neighborhood that inspired it, reinforcing the hyper-local NYC narrative. Core shoppers are 22-35-year-old creative professionals living in metro areas who want Instagram-ready looks without luxury mark-ups. They value small-batch exclusivity, support for local garment production, and the ability to own pieces unlikely to be duplicated at social events. Babs competes within the crowded DTC contemporary-womens space dominated by national labels that outsource production. It differentiates through Queens-based micro-production, sub-100-unit drops that sell out within days, and price points 30-40 % below comparable quality, giving customers trend-forward originality and local supply-chain transparency.

Rare Queens-made pieces that sell out before your friends even know they existed

Omnes

Omnes is a London-based womenswear label that sells dresses, tops, knitwear, skirts and outerwear made from certified organic, recycled or lower-impact fabrics. Most pieces sit between £35 and £120, placing the brand in the mid-range segment. Sales are currently online-only through omnes.com and selective marketplace pop-ups. The company builds small, tightly edited drops released every few weeks to keep inventory low and waste minimal; every garment carries a QR code that traces fabric origin, factory and carbon footprint. Their printed midi dresses—cut from Lenzing™ Ecovero™ viscose—have become a recurring sell-out thanks to flattering silhouettes priced under £70. Omnes offsets remaining emissions and publishes impact data in an annual sustainability report. Core shoppers are 20-35-year-old city dwellers who want fashion-forward pieces but rank environmental transparency above fast-fashion novelty. They value inclusive sizing (UK 4-24), vegan options and styling videos that show how one dress transitions from office to weekend. Omnes competes with other direct-to-consumer womenswear brands that balance trend and ethics; it differentiates by offering design-led prints at high-street prices while meeting independent certifications such as GOTS and FSC, a combination rarely found in the same price bracket.

Fashion that looks good and proves it does good

• Sustainable
• Recycled
• Independent
• Organic
• Vegan

Lavender Hill

Lavender Hill sells women’s everyday basics made from sustainable bamboo, organic cotton and cashmere blends. Core categories are ultra-soft T-shirts, long-sleeves, leggings, loungewear and knitwear priced £28-£120, placing the label in the mid-range bracket. Distribution is DTC through its own UK site with global shipping; no wholesale or bricks-and-mortar stores are operated. The brand’s signature is a patented “Bamboo & Organic Cotton” jersey that uses closed-loop processing and Oeko-Tex dyes, yielding a naturally breathable, hypoallergenic fabric. Collections are released in small, seasonless drops dyed in muted, colour-matched tones designed to layer interchangeably; the “Lavender Hill 10” tee is repeatedly restocked as a best-seller for its claimed pill-resistant finish after 50 washes. Customers are 25-45-year-old professional women in the UK, EU and US who want elevated staples that align with low-waste values without visible logos or trend-chasing. They buy for work-from-home comfort, capsule wardrobes and sensitive skin, prioritising traceability—each garment carries a QR code linking to fibre farm, factory and carbon-offset data. Lavender Hill competes in the crowded sustainable-basics segment against larger eco labels and premium high-street casualwear. It differentiates by limiting SKUs to perfected fits, using predominantly bamboo (faster renewability than conventional cotton), keeping margins lean through direct online sales, and offering free lifetime repairs to reinforce durability over volume.

Everyday basics that breathe, last forever and tell your sustainability story

• Sustainable
• Organic

Liquorish

Liquorish is a UK-based women’s fashion label selling statement dresses, tops, knitwear, outerwear and accessories in sizes 6-22. Price points sit in the mid-range bracket: dresses £45-£90, knitwear £35-£70, coats £80-£140. The brand trades exclusively through its own Shopify site, liquorishonline.com, with free UK next-day delivery on orders over £75 and worldwide shipping to 40+ countries. The line is built around bold digital prints, colour-block faux leather and figure-flattering wrap silhouettes that photograph well for social media. New drops land weekly, limited to 100-200 units per style to keep product fresh and discourage discounting. Their best-selling “Zahara” wrap dress has been restocked 14 times since 2020 and accounts for 8 % of annual revenue. Core shoppers are 25-40-year-old professional women who want office-to-bar pieces that look premium without designer price tags. They value quick trend turnover, inclusive sizing and Instagram-ready packaging; #liquorishstyle has 42 k tagged posts. Sustainability is secondary—customers prioritise stand-out pattern and rapid delivery over organic fibres. Liquorish competes with other British mid-market e-commerce-only labels that turn fast trends in small runs. It differentiates by tighter inventory (average 30 styles live at any time), consistent wrap-and-flare silhouettes that suit curvier figures, and aggressive re-stocking of proven winners rather than seasonal clearance cycles.

Bold prints, flattering cuts, fresh drops every week

• Sustainable
• Organic

Selvithelabel

Selvithelabel is a women’s fashion e-commerce label that focuses on elevated everyday staples: linen-blend dresses, two-piece sets, tailored trousers, and knit tops in muted earth tones. Prices sit in the mid-range bracket—USD 60-140 for dresses and USD 45-90 for separates—positioned between fast fashion and designer contemporary. The brand is digital-native, selling exclusively through its own Shopify site with worldwide DHL shipping and periodic “online trunk shows” that drop limited quantities every 4-6 weeks. The label’s calling card is small-batch production runs (seldom more than 150 units per style) cut from certified European linen and dead-stock cotton, finished with in-house developed dyes such as “mocha dust” and “sage ash.” Every garment is photographed on diverse body shapes (sizes XS-3XL) and accompanied by detailed flat sketches that show seam placement and fabric weight, reinforcing a transparent design ethos. Their best-known release, the “Reversible Linen Jumpsuit,” sold out in 36 hours and is restocked by wait-list only. Customers are 25-40-year-old creative professionals—editors, dietitians, UX designers—who want work-to-weekend pieces that read minimalist yet feel responsibly made. They value traceable supply chains, inclusive sizing without surcharges, and palettes that integrate with existing capsule wardrobes; Instagram comments show repeat buyers citing “quiet luxury on a real income.” Selvithelabel competes in the same space as indie contemporary labels that use natural fabrics and Instagram drops, but differentiates through lower MOQs, size-inclusive sampling from the outset, and pricing roughly 30-40 % below comparable linen brands. By keeping design, cutting, and packing under one roof in Surat, India, the company maintains margin while offering free alterations credit within 60 days, a service rarely matched by similar direct-to-consumer womenswear brands.

Linen that lasts, prices that don't, and sizing for everyone