Femme Luxe’s rise as one of the UK’s fastest-growing online womenswear brands has been powered by entrepreneurial ambition and digital agility. The company operates from Manchester, officially launching its major online platform in 2017. The original directors, Bobak “Bobby” Samari and Hannah Marie Brownrigg, established the firm with a focus on affordable, trend-led fashion geared toward young women. Femme Luxe began with an offering of bodycon dresses, casual co-ords, ruched loungewear, and bold going-out sections, positioned directly for “the next big thing” crowd.
Bold Vision and Early Breakout
Bobby Samari and Hannah Brownrigg built Femme Luxe into a social-first destination, leveraging Instagram and TikTok to turn customer posts and influencer partnerships into core marketing drivers. Within the first year, the brand hit major milestones, from £4.7 million in annual sales to a whopping 450% year-on-year growth in 2018 alone. By 2019, the team had invested in a 25,000-square-foot warehouse to keep pace with demand and doubled staff numbers, scaling every department for rapid response.
Reinventing Fast Fashion for the Social Era
The founders focused heavily on building an in-house design team obsessed with forecasting influencer and pop culture-driven trends. Femme Luxe differentiated itself with speed to market and frequent “New In” drops—sometimes launching up to 50 new products per week—and by introducing ‘brand exclusive’ lines worn by UK reality TV stars.. Customer engagement thrived on micro-influencer partnerships and TikTok Lives, making the brand a staple for Gen Z shoppers seeking viral looks for as little as £2.99.
Timeline of Key Developments
- 2017: Femme Luxe launches online retail presence
- 2018: Sales reach £4.7 million, 450% growth, 160% profit increase; expansion of warehouse space begins
- 2019: Monthly sales surpass £1 million, with the August goal of £2 million achieved; staff doubles to thirty
- 2019–2023: Brand solidifies reputation for top trending dresses and on-demand new arrivals; influencer campaigns intensify
- 2024: Femme Luxe invests in paid social with agencies to boost impression share and keep pace with industry giants.
- 2025: Company expands into further categories and increases investment in brand-exclusive designs, but faces growing competition and market changes.
Ownership and Status in 2025
As of September 2025, Femme Luxe remains led by Bobby Samari (CEO/Director) and Hannah Brownrigg (Director), who together continue to steer the company’s strategy out of their Manchester HQ. The brand operates largely as an independent, private enterprise with no publicly-listed shares or external major owners. The primary company operating the retail business is FEMME LUXE LIMITED (registered 2015), with additional entities formed alongside for digital expansion.
The brand’s focus on empowerment, social engagement, and accessible fashion is communicated directly through every customer touchpoint. As of July 2025, the original company FEMME LUXE FASHION LTD (est. 2020) has dissolved, but the first legal entity continues to lead operations, with the team transitioning digital operations under its core directors.
Femme Luxe’s trajectory demonstrates both the power and volatility of fast fashion—it beat £1 million monthly sales, expanded influencers and TikTok dominance, but now faces market challenges and tighter competition from established e-commerce players. Still, its legacy as a 2017 start-up and its focus on social engagement illustrate the impact small, founder-driven teams can have amid the international fast fashion landscape.
