Overview

• Revenue increased about 26% year on year, marking a fourth consecutive year of double-digit growth.
• Direct-to-consumer channels — the Mayfair flagship and the website — grew 26% and accounted for just under two thirds of sales.
• EBITDA rose 22% to £2.2 million, while operating losses widened to £1.6 million and the business has not posted an operating profit since 2008.
• Growth was driven by both the fashion line and beauty, with the company citing its Satin Kajal Liner as a bestseller reportedly purchased every 30 seconds.
• New fashion CEO Sybille Darricarrère Lunel signaled ongoing momentum into 2025, and a Netflix docu-series is reported for this autumn.