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Loungewear brand Om & Ah turns attention to the UK

After achieving rapid growth in the US, London-based luxury loungewear brand Om & Ah is looking to establish a presence in the UK.

The brand was founded in 2016 by Claire Cooper and Charlotte Girdwood in London, but until now has only been available in the States. In 2018, its estimated annual revenues hit $5m (£3.9m), generating a gross profit of $1m (£771,000).

Cooper and Girdwood describe the brand as being “dreamed up over green tea and vegan cakes” in London, inspired by their mutual desire to find an ethically-sourced luxury brand.

The collections feature a range of cosy loungewear – T-shirts, jumpers and vests – in slouchy fits and soft marl fabrications.

Designs feature a range of quotations from philosophers, poets and artists including EE Cummings and the Dalai Lama, as well as exclusive work from Instagram poets Atticus and R H Sin.

Emslie Creative has taken over UK sales for the brand for autumn 19. With its slouchy, LA-cool aesthetic and premium price point, the yummy mummy yoga demographic seems a natural fit.

Wholesale prices range from £12 for a vest to £20.80 for a jumper; 0203 581 5900; omandahlondon.com

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