SIMMI

SIMMI, trading as SIMMI London, is a British women's fashion and footwear brand. It sells trend-led heels, boots, flats, bags and clothing at accessible prices, mainly through its own online store.

What is SIMMI?

SIMMI London is a UK women's fashion label that started out with footwear and has grown into a broader fashion offer. The brand describes itself as more than 15 years in the making and positions itself around trend-driven styles sold at value price points.

Products and positioning

Footwear remains the core of the range. The assortment covers:

• Heels, including slingback pumps, kitten heels and heeled sandals
• Ankle, knee and ruched boots
• Flats such as loafers, mules, slides and trainers
• A dedicated wide-fit footwear line
• Bags, from shoulder and mini bags to evening bags and bag charms

Alongside shoes and bags, SIMMI sells party dresses, coats, jackets and swimwear, while the Simmi Studios line adds loungewear, knitwear, joggers and activewear.

Distribution

SIMMI sells primarily through its own e-commerce site, which prices in several currencies including GBP, EUR, USD, AUD, CAD and AED. Its products also appear with third-party online retailers. Marketing leans heavily on social media, where the brand reports a following of more than two million, and on partnerships with influencers; it has worked with so-called it-girls since 2016 and released an edit with Tasha Ghouri in 2023.

Why it matters

SIMMI illustrates the social-first, online-led model that has become common among value fashion brands in the UK, where rapid trend response, influencer edits and wide-fit sizing are used to compete for younger shoppers.

Frequently asked questions

Where is SIMMI from?

SIMMI is a British brand that trades as SIMMI London and sells mainly online to customers in the UK and abroad.

What does SIMMI sell?

SIMMI sells women's heels, boots, flats and wide-fit shoes, as well as bags, dresses, outerwear, swimwear and the Simmi Studios loungewear line.

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