Wax London is on an impressive journey, having opened its first concession at Fenwick just a year ago. This marks a vibrant chapter of growth for the decade-old brand. Its success stems from a robust rise in both retail and wholesale segments, successfully branching out not just from its UK roots but also into markets in the US, Hong Kong, and Japan.
The excitement is reflected in managing director Roger Wightman’s words, as he shared that the brand “has recorded a milestone year of growth… marked by new international retail partnerships, a strengthened US operation and a major uplift in wholesale performance.”
Standalone UK locations have now expanded to four sites in London and one in Leeds. The brand has also ventured internationally with a month-long residency at The Optimist in Los Angeles, a seasonal event at Kapok in Hong Kong, and a pop-up shop in Shibuya, Japan.
Its wholesale division has truly flourished, showing a remarkable 40% increase, now boasting a presence across 24 countries with 192 accounts and more than 500 retail outlets. Key partnerships that testify to this growth include Harrods, Nordstrom (with 50 doors), Harvey Nichols, Liberty London, END Clothing, Brown Thomas, Bloomingdale’s, Le Bon Marché, and Beams Japan, showcasing the brand’s expanding international reach and elevated status.
In the US market, the brand has swiftly enhanced its operations by establishing a dedicated third-party logistics provider (3PL), efficiently servicing both B2B and direct-to-consumer channels.
The revamped supply chain now supports direct domestic shipping and faster fulfilment, along with customer benefits like free returns and free shipping on orders over $200. This strategy nurtures increased opportunities for e-commerce and wholesale across the region.
Wightman emphasized, “These results are not only a reflection of our past success but also a strong foundation for the next phase of Wax London’s growth as we move into our next phase with a clear focus on international expansion and continued brand elevation.”
