MEEM FASHION BRAND BELOVED BY THE GENTRY SEES REMARKABLE GROWTH IN AMERICA

A British fashion label with a loyal following among high society and celebrated figures such as the Princess of Wales and Victoria Starmer is achieving what eludes many retailers—an extraordinary expansion across the Atlantic. Me+Em, established in 2009 by Clare Hornby, is currently growing at a pace in the United States six times more rapid than in its home market, defying the headwinds that have unsettled numerous international competitors.

The momentum stems in part from a decisive move into bricks and mortar. Me+Em made its American debut in March 2024 with a prominent Madison Avenue store, followed swiftly by locations in SoHo, East Hampton, and Dallas. This month, the doors open in Greenwich, Connecticut, with Los Angeles due this autumn and Stanford scheduled for next year. This expansion has delivered a remarkable 190 per cent annual rise in US customers.

Financial performance confirms the scale of this success. Group turnover surged 46 per cent to £119.5 million in the year to 28 January 2024, buoyed especially by a dramatic 106 per cent increase in US sales. Profit reached £65.9 million with underlying EBITDA of £21.1 million. The group’s most recent financial year, closing January 2025, is expected to unveil net revenue of around $200 million when filed with Companies House later this month.

Clare Hornby’s route to retail prominence began in Manchester, where she studied business and began her career at Harrods. Motivated by a passion for clothing that fits both frame and lifestyle, Hornby started by learning to sew and ran a stall selling Italian shoes in Oldham. After remortgaging her house and investing her savings into what was first the Pyjama Room—focused on loungewear—Hornby reinvented her brand as Me+Em, now revered for modern, wearable wardrobe staples.

Me+Em’s influence soared as the Princess of Wales was seen in its sharply tailored dresses and separates, helping cement its stature as a label that smoothly merges business, leisure, and evening wear. Other distinguished admirers include Amal Clooney and Rosamund Pike. Today, Me+Em operates nine boutiques in the UK, five in the US, and concessions in both Selfridges and Harrods with Hornby and her husband Johnny Hornby maintaining a significant holding in the company.

Customer insight is central to Me+Em’s success. Hornby is renowned for her intense analysis of client data. Her consumer-first approach has helped tailor Me+Em’s American journey. New York, she notes, has a notably multigenerational customer base, with many shopping for milestone events such as embarking on careers. The spending habits differ from London, where customers are less likely to flow in and out with the seasons. Me+Em’s ability to interpret and adapt to these nuances continues to drive its robust growth in the US fashion market.