LONDON — Tove, the British fashion label that’s been not so quietly building itself into a contender in the premium contemporary space, on Monday opened its first stand-alone retail residency in the affluent neighborhood of Mayfair, London.
Spanning 700 square feet, the pop-up running till Dec.1 enables clients to walk into the world of Tove via two intimate rooms, conceived as both a retail space with the latest collection on full display and a selection of homeware from friends of the brand, and a reflection of the brand’s feminine, minimalistic aesthetic.
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“It’s a really lovely space. It’s in a beautiful red brick building on the exterior, and as you go in, it feels more minimal, which is really lovely. It’s also a really intimate space, refined and luxurious, and just a place where we can share more of our world,” said Camille Perry, who cofounded Tove with Holly Wright in 2019.
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The two met when both of them were working at Topshop. It was a time when the retailer was trendsetting and throwing its weight behind emerging fashion labels. Wright spent nearly 12 years at Topshop, and by the time she left in 2017, she was head of design. Perry was head of buying for eight years at Topshop.
Fast forward to 2025 and Tove has been growing steadily.
Perry said the brand is profitable, with profits doubling in the past year. It has expanded from a dress and separates business to include more categories such as denim, outerwear, handbags, footwear and jewelry, with over 25 retail partners around the world, including Net-a-porter, Mytheresa, Harrods, Selfridges, Browns, La Samaritaine, Ounass, Bloomingdale’s, and El Corte Inglés.
The brand’s growth has been guided by both instinct and listening to market feedback. For example, with the expansion into outerwear for fall 2023, Perry said they just felt there was a gap in the market for a beautiful quality coat that their women would appreciate, and they put in great effort to achieve the perfect cut.
“We balance modernity with femininity. We don’t lean heavily one way or the other, and I think that’s what’s really resonated with our woman,” said Perry, adding that the Tove women are worldly, strong and intelligent.
“A lot of the women who love the brand are aspirational to us. They dress primarily for themselves. They want to feel effortlessly put together, elevated and refined. She definitely wants what we are offering her, and we feel like we barely scratched the surface. There’s so much opportunity and so much potential in the brand to be the global brand that Holly and I set out for it to be,” she added.
The first step in their global ambition is to scout a location in London, as well as other fashion capitals like New York, for a permanent brick-and-mortar presence next year.
“We are looking at locations both here and overseas. The U.S. is also a significant part of our business [accounting for 60 percent of direct-to-consumer sales], and it feels right for us to start something there. We’re in discussions about a space in New York and a space here in London,” said Perry.
“It’s been six years since we had the brand. The collection has grown to a point that it feels like the only way for us to be able to present the full world to our women is through our own space,” she added.
The Middle East will be another major market to tap into in the future. In addition to working with the Dubai-based e-commerce player Ounass, Perry said the brand has received positive responses from customers from the Gulf region flocking to London all year round, shopping at Harrods and Selfridges.
“I think it’s because of the timelessness of what we offer. Our color palette, as well, really resonates with them. There’s so much opportunity there. We see it in our own direct-to-consumer sales. We’ve had good growth in the region for a good couple of years,” said Perry.