Why London & Avalon

The story behind London & Avalon

Every great name has a reason behind it. Ours has two.

London

London came first, from inspiration Steph found working in the City and her fascination with Savile Row. There, she discovered a different kind of luxury: the ability to choose everything. The cloth. The number of pockets. The cut. The precise, considered details that turn a suit into something that you truly own.

It struck her that we spend two-thirds of our lives dressed up and thinking about what we are wearing, and yet the other third, spent in bed, is given little consideration. Savile Row's legacy of craftsmanship, precision and unwavering attention to detail became the standard for London & Avalon.

Avalon

Avalon came from somewhere closer to home, her grandmother's house, which was next to an ancient forest, the equivalent of Avalon, the mythical island where King Arthur went to rest and recover after battle. A place of true respite.

It felt like exactly what the brand needed. A place to restore and recover, setting you up for the day to come. Your sanctuary from the world.

That's the promise stitched into every seam. Pieces made to be lived in, washed, loved and returned to for years, softening, never fading, getting better with every night's sleep.

The Island Collection

This season's signature style, in crisp Island White.

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As Featured In

The Financial Times

"The Chanel No. 5 of bed linen"

'How To Spend It'

Mandarin Oriental Hotel Group

"London & Avalon's dedication to creating impeccable bed and bath linen makes them a natural preferred partner for Mandarin Oriental Exceptional Homes"

Wall Street Journal

"Chosen as the quiet luxury standard"

'Discreet vs. Loud Wealth'

Falling in love with British Craftsmanship

The details that turn a night's sleep into a ritual.

  • Hand-Finished Hemstitching

    Every edge finished by hand, thread by thread.

  • Woven on Heritage British Looms

    Fabrics milled using techniques passed down for generations.

  • Certified Sustainable Luxury

    Independently verified against the highest standards by Positive Luxury.

  • Savile Row Detailing

    Considered trims and cuts, inspired by bespoke tailoring.

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Preferred Partner Of

Mandarin Oriental Exceptional Homes

Consistently excellent customer reviews reflecting the care taken with every order, with a verified rating of 4.8/5

Exclusive collaboration with Edward Bulmer Natural Paint

Independently verified against the highest sustainability standards by Positive Luxury

An extensive roster of HNW and celebrity clients

Bespoke, fully personalised orders available, including unique trim colours and custom sizes

Trusted relationships with interior designers spanning over 20 years

“Testimonial quote to be supplied”

Vicky CharlesCharles & Co

“Testimonial quote to be supplied”

Kate SlesingerFormer Publisher, Condé Nast

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