Starting Mint Velvet, a well-known British women’s apparel business, in 2009, Liz Houghton, Lisa Agar-Rea, and Jane Rawlings Over time Mint Velvet has grown significantly and acquired popularity for its “Relaxed Glamour” style.
Said to be worth more than £100 million, Mint Velvet was acquired in 2019 by Lewis Trust Group (LTG), River Island’s parent business.
Mint Velvet – Founders and Early Years
At Liz’s kitchen table over cups of fresh mint tea, Liz Houghton, Lisa Agar-Rea, and Jane Rawlings developed the concept for Mint Velvet. Their dissatisfaction with the dearth of fashionable, cosy clothes on the high street led them to resolve to build a brand with opulent, easy-going designs. The trio aimed to give ladies adaptable, pleasing clothes that would fit well either dressed up or down.
Launching their initial line in 2009, Mint Velvet concentrated on opulent, cosy items reflecting its ‘Relaxed Glamour’ philosophy. Early success of the firm was much influenced by the founders’ combined retail and fashion experience. Their awareness of their target market and meticulous nature helped them to produce a line that appealed to ladies looking for elegant but useful apparel.
Mint Velvet Development and Performance
Mint Velvet’s distinctive approach and premium clothing helped company to become well-known very fast. Customers connected with the brand’s “Relaxed Glamour” idea, which drove explosive expansion. Mint Velvet received Fast Track 100 honours and was ranked as one of Britain’s fastest-growing private firms by 2013 and 2014. The business kept broadening its product line and building several outlets all throughout the United Kingdom.
Aside from physical locations, Mint Velvet established a strong online presence by entering the retail market. The company’s user-friendly website and excellent e-commerce infrastructure contributed to its rising consumer base. Mint Velvet’s ability to adapt to changing consumer trends and market conditions has helped it maintain its competitive advantage.
Acquisition by Lewis Trust Group
Mint Velvet was bought by Lewis Trust Group (LTG), the parent company of River Island, allegedly for more than £100 million in 2019. The purchase spoke to Mint Velvet’s success and future for more expansion. Liz Houghton and Lisa Agar-Rea stayed active in Mint Velvet even after the purchase, guiding the business.
After LTG purchased Mint Velvet, there was money and resources available to help it grow steadily. Mint Velvet wanted to grow, and LTG’s business model and long-term goals were suitable for this. This relationship benefited the company in developing new ideas and increasing its reach beyond the United Kingdom.
Future Prospect
Along its path of growth, Mint Velvet under Lewis Trust Group is expected to keep going. The brand will do well in the future because it cares about quality and style and has the support of a bigger parent business. Mint Velvet’s emphasis on ethical behaviour and sustainability also fits the rising need for fashion with environmental conscience.
Among its various sustainability projects, Mint Velvet has cut its carbon footprint by employing environmentally friendly products and Customers that give ethical and sustainable practices a priority have connected with the brand’s commitment to responsible fashion. Mint Velvet’s profile will probably improve and a larger clientele will be attracted by their dedication to sustainability.
In Conclusion
Mint Velvet’s growth from a kitchen-table notion to a thriving fashion firm demonstrates the creators’ vision and commitment. Lewis Trust Group’s takeover provides the brand with new opportunities for expansion and creativity. Even as it evolves, Mint Velvet remains an excellent choice for ladies seeking trendy, comfortable clothing.
The brand’s ability to adapt to changing consumer tastes and market conditions will be vital in maintaining its competitive edge. Mint Velvet’s attention on sustainability, design, and quality positions it for long-term success in the ever-changing fashion industry.