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Goldie London

This precious source of trend-driven womenswear has grown up for autumn 12, says Marie Davies.


Wholesale prices £15 to £40       


Telephone 020 7404 8748           

Back in 2009, Drapers highlighted Goldie London as one to watch because its on-trend, quick-response product was ahead of the short-order curve. And now, just as a flurry of similar brands have begun to get a grip on the UK market, Goldie London has stepped it up a notch.

“Spring 12 was solid, but we are most excited about autumn 12,” explains founder Michelle Goldie. Highlights from the spring 12 British Dream collection (available now at short order) include peekaboo summer dresses, gingham blouses and feminine skater skirts. 

In contrast, the autumn 12 range (available at forward order) has a more grown-up feel, with a range of day-to-night printed separates, vampy evening dresses and sheer maxi layers. “For autumn 12 we sexed things up a bit and went with details, rich hues and fabrics,” Goldie says.

Goldie London was founded in 2005 by South African designer Goldie. From humble beginnings at Portobello and Spitalfields markets, it now counts Asos and Topshop among its stockists, although it is keen to develop its indie accounts, which now include Fox & Feather in Bristol. “Goldie London caught my eye because it quite clearly competes with the high street multiples both on price point and trends,” says store owner Clare Serjeant.

Goldie says: “The focus for autumn 12 is on distribution. We have a new Canadian and Spanish distributor.” Orders are open for spring 12 and autumn 12, and Goldie says she is gunning for 25% growth during autumn 12.

The brand hopes to expand into underwear and extend its accessories line. “If 2012 goes to plan, in 2013 we’ll launch bespoke jewellery and lingerie. This is a passion of mine and I think there’s a gap in the market for affordable, original and high-quality lingerie – like our clothing.”

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