Our prices are fair from the outset, and they don’t change. As a result, our customers never have to second guess what represents good value. You will never see a Flax London item listed at 50% discount only a few weeks after it’s been released. 

So, how does Flax London’s pricing model work?

We don’t build future discounts into our margins, we don’t do any wholesaling, and we have permanent collections. All of which means we can set a fair price right from the beginning. We’re certainly confident you won’t find equivalent quality materials and craftsmanship for less money elsewhere. 

If it’s such a good thing, why doesn’t every brand do it?  

The current system of relentless sales is borne out of the seasonal, fast-fashion mindset that has infiltrated the way we consume clothing and, consequently, the way brands sell it. It’s a race to the bottom where brands find themselves increasingly reliant on the staccato surges in revenue derived from seasonal sales. 

The system also dictates how brands calculate their margins, knowing that a decent portion of the stock will inevitably be sold at a heavy discount. The initial RRP needs to be inflated so that some sort of profit margin can be salvaged at a 40-50% discount. Add a wholesale margin – i.e. another hand to feed - and it’s easy to see how the markup can spiral out of control. 

If you have any questions about how we arrive at the prices we do, let us know and we’d be very happy to share more information.