AllSaints
Lion Capital · United Kingdom
AllSaints is a London fashion brand founded in 1994 by Stuart Trevor and Kait Bolongaro, known for leather jackets and a washed, rock-influenced look. Rescued in 2011 by Lion Capital, which remains the owner according to published accounts, it is led by chief executive Peter Wood.
| Founded | 1994, London |
|---|---|
| Founders | Stuart Trevor, Kait Bolongaro |
| Owner | Lion Capital (since 2011) |
| CEO | Peter Wood (since 2018) |
| Chief creative officer | Wil Beedle (since 2012) |
| Website | allsaints.com |
What is AllSaints?
AllSaints is a British premium fashion brand for men and women. Its signature is the leather biker jacket, alongside knitwear, jeans, dresses, T-shirts, footwear, bags and jewellery, all shaped by a muted, slightly distressed, rock-influenced aesthetic.
History
The brand was founded in London in 1994 by Stuart Trevor and Kait Bolongaro. In the mid 2000s Kevin Stanford, co-founder of Karen Millen, bought out the other partners, and the Icelandic investor Baugur took a stake. After rapid expansion the business got into difficulties, and in 2011 Lion Capital and Goode Partners acquired a 76% stake for 105 million pounds; Lion Capital bought out Goode Partners in 2012. Lion Capital also bought the US label John Varvatos in 2020, which was later integrated with AllSaints.
Products and positioning
AllSaints targets the premium contemporary segment with a consistent, recognisable look. Core categories include:
- Leather jackets, the brand's best known product
- Knitwear, shirts, T-shirts and jeans
- Dresses and outerwear
- Boots, trainers and other footwear
- Bags, jewellery and fragrance
Business model and distribution
AllSaints is primarily a vertically integrated retailer that designs its products and sells them through its own stores and websites, supplemented by selected wholesale. Published figures cite around 280 stores and about 2,400 staff in 27 countries and regions. Peter Wood, who joined in 2010 as finance director, has been chief executive since 2018; Wil Beedle has led design as chief creative officer since 2012.
AllSaints and technology
Digital has been central to the brand's recovery. Under former chief executive William Kim the company rebuilt AllSaints.com and invested in e-commerce, and a new online platform was credited with record results in the year to January 2023. The brand also runs its own app and uses store staff as social media advocates.
Why it matters
AllSaints is often cited as a turnaround story in British fashion retail, showing how a clear product identity combined with investment in digital channels can revive a vertically integrated brand.
Frequently asked questions
Who owns AllSaints?
AllSaints has been controlled by the private equity firm Lion Capital since 2011, when Lion Capital and Goode Partners acquired a majority stake. Lion Capital took over Goode's remaining stake in 2012.
Where is AllSaints from?
AllSaints is a British brand founded in London in 1994. The company is still headquartered in London.