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Today, London-based label Peachy Den is opening its second store on Brewer Street in Soho, following the breakout success of its Shoreditch location. “Our Shoreditch store has grown really quickly over the last two years,” says founder Isabella Weatherby. “It’s a very profitable channel and has been an amazing customer acquisition tool for us.” The East London space generated seven-figure revenues in 2025 alone, helping drive what has become Peachy Den’s strongest year to date, with a 35% year-on-year uplift.
Designed by architect Kat Milne and set in Heaven by Marc Jacobs’s former flagship, the Soho space has been conceived as something more fluid: part retail environment, part cultural venue, part community hub. A rotating program of workshops, activations, and events — from nail artists to tattooists and emerging brands — will position the store as a living extension of Peachy Den’s world.
“I want it to become a real reference point in the city,” Weatherby explains. “I want people to come and hang out there. I want there to be regulars — like how a bar or a restaurant has regulars. I want that same feeling at the Peachy flagship store.”
Designing for real life
Founded in 2019, Peachy Den didn’t emerge via the usual fashion pipeline. Weatherby studied politics and international relations at university, and was working on the charity team at Swarovski while building her brand on the side. That outsider perspective has shaped Peachy Den from the start. Unburdened by the orthodoxies of fashion school or the industry’s traditional playbook, Weatherby built the business around a sharp understanding of what women actually want to wear.
“It’s about really putting the woman at the forefront of everything we do, and trying to connect with real women. The clothes give me that feeling, and at the same time, it has that level of functionality where I’m like, ‘OK, this is going to be worn by girls every day,’” Weatherby says of her design process. “The bestselling products always have that element to them: it’s a combination of functionality, sexiness, fit, and quality.” That thinking plays out in the details: skirts are designed with integrated shorts, denim includes adjustable waistbands, and fabrics are tested for comfort across a full day-to-night rhythm.
Peachy Den’s production model reinforces that agility. The brand works with London factories, a setup that allows for unusually short lead times and a high degree of responsiveness. As a result, ideas can move from conception to product in the customer’s hands within roughly three months — a rare speed for a contemporary premium label, and one that gives Weatherby room to act on instinct.
Weatherby has also been disciplined about product categories, resisting the temptation to overextend too early. Around 60% of the business comes from its core products, with the remaining 40% made up of more directional fashion drops. “Our core product is queen,” she says. “She is essentially the backbone of the business.” Often, those core pieces begin life as limited fashion items that sell out quickly, signaling that they may have a longer commercial future. From there, the team builds them out through new colorways and fabrications, while assessing whether the appeal is lasting or simply a fleeting hype moment. The success of that model also depends on knowing when to evolve. “Core doesn’t necessarily stay forever,” she says. “It’s about understanding when the lifetime of that product is nearing its end and pulling it back.”
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Alongside those longer-running staples, Peachy Den uses more limited “fashion” pieces, such as slogan T-shirts or seasonal hero items, to create urgency and cultural relevance. “It’s something for the community to get behind, something that feels more culturally connected and timely,” she says. “So having those two sides working together is super key.”
Crucially, this all operates outside the traditional fashion calendar. Weatherby hasn’t built Peachy Den around the rigid cadence of spring/summer and fall/winter, wherein collectsions are shown six months ahead of arriving in-store. Instead, the brand works to its own framework: Peachy Spring, Peachy Summer, Peachy Fall, and Peachy Winter, timed around customer behavior rather than wholesale convention. “We’ve aligned these seasons with our customers’ buying behaviors, because our customer is very ‘see now, buy now’. They don’t want to see something two months in advance and then have to wait for it,” she explains. In practice, this looks like four tightly edited collectsions released in line with each season, dropping in real time to meet immediate customer demand.
Community as infrastructure
From sample sales to store activations, Peachy Den prioritizes direct, in-person interaction as a way of maintaining proximity to its audience. “We make sure that, for example, at our sample sales, it’s key that Peachy Den HQ are there — it’s non-negotiable — because that really is an opportunity for them to see the customer firsthand, meet them, and build that relationship,” Weatherby says.
In recent years, that approach has evolved into a distinctive content strategy built around audience participation. The brand’s open casting calls, from campaigns featuring their community’s dogs to Valentine’s-themed couple shoots, invite customers into the creative process. These IRL moments are then translated into social content, where those same participants become faces of the brand.
The response has been significant. A recent Valentine’s Day casting call became Peachy Den’s most-engaged post of the year, underscoring the power of co-creation over traditional campaign formats. “You can really see that it unlocks that genuine intimacy between the brand and its community,” Weatherby says. “People are desperate to be involved — they want to be seen, and they want those lines between themselves and the brand to be blurred.”
Instagram content
Notably, it’s not the polished campaign that drives the strongest results, but the collectsive moment. “For both the Valentine’s and dog casting, we created an image carousel of everyone who participated, and that has always driven the most engagement and attention,” she explains. “Then, we followed up with the campaign, which didn’t perform as well.”
This logic extends to the brand’s digital output. Initiatives such as the “Peachy Diaries” series shift authorship away from the brand and onto its community, inviting customers, often with small followings, to interpret Peachy Den through their own lens. “It’s really about handing the mic over to them,” Weatherby says. Rather than relying on traditional influencer hierarchies, the team actively sources talent through platforms like TikTok and Instagram, identifying individuals whose style already aligns with the brand. “They don’t need to have thousands of followers — it’s more about us truly adoring their style and feeling like they live within the Peachy world.”
That said, scale still has a place. Peachy Den builds long-term relationships with high-profile collaborators, but applies the same criteria: authenticity first. “It has to be someone who truly loves the brand. You can always tell the difference when something feels transactional,” Weatherby says.
The collaboration with Amelia Dimoldenberg is a case in point. A longstanding friend of Weatherby’s, Dimoldenberg had been wearing the brand organically for years before any formal partnership was discussed. “She naturally gravitated toward wearing Peachy, we were kind of her go-to in London,” Weatherby says. In July 2025 they formalized the relationship with a 10-piece capsule featuring the hero “Flirt” slogan tee — teased in her viral Chicken Shop Date with Bella Hadid — a metallic knitted two piece, capris, and a slinky halterneck.
When the collaboration launched, the response was immediate. “As soon as we dropped the collaboration video — honestly, within about three minutes — we were like, ‘OK, this is going to pop off.’ And it did. It completely sold out,” Weatherby says. Filmed across a series of playful, London locations — including a car wash, Burgess Park, a Chinese takeout, and a bathroom — it saw the social media personality, also known for her TikTok dances, performing her signature moves while wearing the collectsion’s different looks. The video garnered 360,000-plus likes on Peachy Den’s Instagram.
Weatherby is careful not to conflate virality with commercial success, however. A recent campaign with Japanese pop group F5ve generated significant online traction, but tells a different story in performance terms. Interestingly, the collaboration came about after the group reached out to the brand, rather than emerging from an existing relationship built over time. “When we analyzed it, it was amazing for follower growth and brand awareness, but perhaps less so in terms of direct sales and new customer acquisition,” Weatherby notes. “We’ve gone viral before, and in those instances it really did convert into sales. So it’s about understanding that balance — we’re always testing and learning.”
In contrast, collaborations that did drive sales, such as those with Dimoldenberg and Irish influencer Olivia Neill, remain rooted in longstanding, organic relationships. This insight has since shaped Peachy Den’s broader influencer strategy. The brand only introduced paid collaborations last year, and even then, selectively. “It has to be someone we already have a real relationship with. Someone who was wearing us before there was ever any conversation about money. From the relationship, we can build and potentially support it with paid activity, so it still feels organic,” she says.
Scaling with intention
For all its cultural momentum, Peachy Den’s growth strategy remains notably measured. The business is still firmly anchored in its direct-to-consumer (DTC) channel, which currently accounts for 80% of revenue, with wholesale making up the remaining 20%.
It’s a split Weatherby has built deliberately. “DTC is where we have control over the experience, the margins, and the relationship with our customer. That’s always going to be our focus,” she says. Wholesale, by contrast, is being developed more selectively. “Wholesale is more of a marketing and customer acquisition strategy at the moment, supporting areas where DTC alone cannot do all the heavy lifting.”
That approach is beginning to evolve. The recent hire of a full-time wholesale manager marks a shift toward a more structured, strategic rollout, particularly as the brand looks to strengthen its presence beyond London. In the UK, this has already translated into new regional touchpoints, including a presence in Selfridges Manchester, alongside a growing network of independent retailers.
Internationally, the opportunity is more pronounced. The US already accounts for 25% of Peachy Den sales, yet its local wholesale footprint remains relatively small. “That’s something we’re looking to put more energy into this year,” Weatherby says. Current partners include Kith and Revolve, but the founder says there is clear scope to expand beyond the established hubs of New York and Los Angeles.
This deliberate pace reflects a broader philosophy that has underpinned Peachy Den’s success to date. Even as the business scales, Weatherby remains focused on protecting the qualities that made it resonate in the first place. “Our joy,” she says, when asked what matters most. “The fun, playful, slightly silly element of Peachy — we want to make people smile.”
It is, perhaps, an unconventional metric in a landscape dominated by growth targets and margin pressures. But for Peachy Den, it is also a strategic one. “Scaling can sometimes make brands feel more serious,” Weatherby says. “I never want that for Peachy. I always want us to feel fun.”
