Pure London Fashion Brands


Hall: Ground Level Stand: A82
Alison Townshend launched her retail business, Sassy & Boo, in 2005 but often found it difficult to source quality brands on an ‘as you need them’ basis to complement her forward order brands. This led her to create Luella in 2013, a one size brand offering quality cashmere blend knitwear, stylish linens and a range of summer cottons at a great price point.

Today Luella offers new collections monthly and supplies more than 400 independent retailers throughout the UK, including a growing number of boutiques within the EU, as well as Africa, America and Japan. Luella is the perfect in-season brand for retailers who wish to offer discerning customers something different each time they visit.  The Classic Star Jumper is now synonymous with Luella and has been imitated at home and abroad.  But that’s just part of the story.

Introducing something new and fresh on a regular basis brings customers back time after time.  The ability to order as much or as little as retailers need – when they need it – provides essential flexibility for independent boutiques as they compete on today’s high street. Being a one size brand (8 through to 14), Luella eliminates the need to buy multiple sizes allowing retailers to achieve 100% sell through.  And for retailers who need it Luella offers generous interest free credit terms, as well as a facility to make regular weekly payments whilst continuing to order new styles throughout the year.


United Kingdom



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  • Our Most popular Skirt , Zara. Elegant and versityle , easy to wear all year round!  
  • The Violet part of our lovely dress collection that was launched Autumn 19, our dresses our perfect for sizes that vary between an 8 - 14 and can be dressed up or down depending on the occasion.  
  • Our ever so popular Classic Star Jumper in Sea blue / Navy also availble in many other colour combinations , bright summer colours  perfect for an evening bbq or greens and creams that will keep you w ...
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