Celebrating 20 Years of Excellence

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Tried & Trusted

Since 2005, 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 high-profile performers, from creatives to athletes and the boardroom, our customers know that our commitment to their experience as well as to sustainable luxury is uncompromising.

Proudly partnering with some of the world's most exacting private hosts and hoteliers, such as The Mandarin Oriental Hotel Group.

The first Bed Linen company to be sustainably certified by Positive Luxury.

Read Our Story

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.

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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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