How did it all start?
When our French-born founder relocated from New York to London, a love story ensued with the United Kingdom and its tradition of craftsmanship.
A lawyer by day and often by night - sleep was vital to recharge and face a new day of challenges.
Josephine Home (recently rebranded as London & Avalon) began simply as a necessity - a need for a good night's rest and the need for reliable and incredible feel Bed Linen to sink into at the end of a long day. Along with the inspiration of her grandmother 'Josephine' the company was born from a place of sustainable luxury, exceptional quality and longevity in mind.
Savile Row epitomised the best of British craftsmanship for centuries with its style, quality and impeccably neat stitching, thus the signature grosgrain detailing - a wonderfully aesthetic, yet practical addition admired by so many worldwide.
ready, set, relax...
Always Evolving
After sixteen years of Josephine Home – with the last two spent indoors, inwardly reflecting on the key cornerstones of our brand – it felt like a fitting moment in time to undergo an evolution. So, at the beginning of 2022, we relaunched as London & Avalon.
Our new name transcends the world of sleep and interiors, elegantly weaving together our two eternal muses. The sharp and timeless style of London’s Savile Row tailoring, and the dreamy wilds of Avalon, the mythical island of peace and serenity.
evolution
Who we work with
Over time we have cultivated an incredible community of sleep lovers, fostered relationships with world-class artisans and craftsmen, refined our aesthetic and established our signature collections of timeless, luxury linens.
We feel the intrinsic pull to look at the ways we can help to shape the world in which we want to live. We all need an Avalon to retreat to at the end of the day, and we’re here to help you create yours.
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Soho House selected Josephine Home as its European supplier back in 2009.
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2011 Josephine Home became an approved supplier for Mandarin Oriental Hotels; supplying their flagships with bespoke linen and accessories.
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Overlooking the Royal Hyde Park amidst the glamour of Knightsbridge, The Wellesley combines sophisticated luxury with captivating grandeur and uncompromising service.
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Hoteliers since 1897, Kempinski has travelled the world in search of the most fascinating destinations without ever forgetting the finest traditions of its European heritage.
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100 years of history. With an unshakeable credo and corporate philosophy of un-wavering commitment to service, both in our hotels and in our communities, The Ritz-Carlton has been recognized with numerous awards for being the gold standard of hospitality.
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Uncompromising in scale, beauty, and attention to detail. The Great House is a luxurious yet warm and welcoming island home.
Achievements
Take a look through some of our Hero moments and milestones over the past 16 years.
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2006 Press launch for Josephine Home at Vogue House.
The press launch was held at the home of chic, Vogue House. A prestigious location to kick off the beginning of an incredible 16 years.
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2007 Josephine Home appointed supplier to two of the finest luxury hotels.
Such an accolade to be contacted by Palazzo Terranova in Umbria and Polo Resort Desert Palm in Dubai to supply their bedlinen. They both came to us by word of mouth and we knew at this point we were on our way!
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2009 Soho House selected Josephine Home as its European supplier.
The private member's club for people in the creative industries, with "homes" across Europe and North America chooses us as its European supplier. Chic, trendy and exclusive, the perfect match for Josephine Home.
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2010 Josephine Home was invited to join the prestigious Walpole Luxury Brands alliance.
Walpole selects a small number of British Luxury brands to join their alliance each year. It was and still is, such an honour to be recognized as one of the British Brands of Tomorrow.
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2011 Josephine Home became an approved supplier for Mandarin Oriental Hotels.
Being made an approved supplier for MO hotels, and supplying linen and accessories to their flagship properties was definitely a turning point for us. Josephine Home was only five years old and was already being recognised by industry experts, leading magazines and a superstar client list.
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2012 Harrods began stocking Josephine Home bed linen and accessories.
Our gorgeous bedlinen became stocked in the most famous department store in the world, and even better – they approached us! We had a fantastic buyer and were in store within a week of meeting them.
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2015 Josephine Home moved from London to Berkshire.
The decision was made to move our family and our business to Berkshire so we would be able to find premises fit to run our entire operations in-house, from design to dispatch, ensuring every detail of an order was perfect, for every customer.
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2016 Josephine Home was awarded a UKTI Award for 'Best Design in New York City'.
UKTI: Awards Businesses who have achieved success in the United Kingdom and renowned status in their field - recognising both their achievements and design led product offer, of which would translate effortlessly across the pond.
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2022 A new chapter begins as Josephine Home rebrands to London & Avalon.
After sixteen years of Josephine Home – with the last two spent indoors, inwardly reflecting on the key cornerstones of our brand – it felt like a fitting moment in time to undergo an evolution. So, at the beginning of 2022, we relaunched as London & Avalon.
Sustainability
"From the outset, we have intended to create products with as little obsolescence as possible. Products you can enjoy and love for much longer (if not for life) so we can all play an active role in safeguarding our planet, and our lives, from the very real threat of climate change.
Thank you for joining us on this journey, as we continually seek new ways to improve our processes, while reducing our impact on our planet’s resources."
Stephanie Betts – Founder
Stephanie talks about sustainability, where it’s really going, about her textiles company and the "why" behind it all.