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Tried & Trusted

Since 2003, London & Avalon, formerly known as Josephine Home, has been trusted by the most discerning clientele to provide the very finest bed and bath linen.

From renowned interior designers to prestigious hotels and well-known personalities, our customers know that our commitment to sustainable luxury in all of our fabrics and home accessories is uncompromising.

Proudly partnering with esteemed establishments like The Mandarin Oriental Hotel Group. Sustainably certified by Positive Luxury.

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What sets us apart?

The quality and simplicity of our fabric is the core of our business. With a heritage rooted in British craftsmanship, our signature grosgrain detailing pays homage to Savile Row's impeccable style. From cool and crisp 300 thread-count percale to soft and silky 500 thread-count sateen cotton, our fabrics offer a simple choice between understated elegance and indulgent luxury.

At the heart of our brand is a dedication to quality and sustainability. Our bed and bath linen, made from OEKO-TEX® certified 100% Egyptian Cotton at our European Portuguese mills, epitomises luxury with a conscience.

Our bedding and home accessories, designed and made in the UK, reflect our meticulous attention to detail, ensuring longevity and timeless elegance.

Treat yourself to a spa experience at home...

Take a breather and relax... with our ultra white, extra thick and super soft fluffy bath linen.

Monogramming available - for a luxurious and thoughtful gift.

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Introducing our percale fabric, now available in both Housewife & Oxford style pillowcases! Choose from a white, navy or signature silver trim.


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Join the London & Avalon loyalty programme for exclusive access, offers and rewards. Refer a friend and each receive 15% off your next order.

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Positive Luxury accredited

Proudly accredited by Positive Luxury's prestigious Butterfly Mark in 2023 for certified sustainability. Find out more at www.positiveluxury.com

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