Our Journey

Take a look through some of our Hero moments and milestones over the past 16 years.

  • Awarded the Butterfly Mark by Positive Luxury

    2023

  • Josephine Home rebrands to London & Avalon

    2022

  • Awarded 'Best Design in New York City' by UKTI

    2016

     

  • Josephine Home moved from London to Berkshire

    2015

  • Harrods began stocking Josephine Home bed linen and accessories.

    2012

  • Josephine Home became an approved supplier for Mandarin Oriental Hotels

    2011

  • Josephine Home was invited to join the prestigious Walpole Luxury Brands alliance.

    2010

  • Soho House selected Josephine Home as its European supplier.

    2009

  • Josephine Home appointed supplier to Palazzo Terranova and Polo Resort Desert Palm

    2007

  • Press launch for Josephine Home at Vogue House.

    2006

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Stephanie Betts - Founder of London & Avalon

How did it all start?

When our French-born founder, Stephanie, relocated from New York to London, a love story ensued with the British tradition of craftsmanship.

A lawyer by day and often by night, Stephanie understood that quality sleep was vital to recharging and facing a new day of challenges.

With her grandmother Josephine as her source of inspiration, Stephanie founded Josephine Home (recently rebranded as London & Avalon) and began her pursuit of the finest fabrics that would always give that soothing feeling of sinking into exquisite bedding at the end of a long day.

Drawing from the timeless elegance of Savile Row, renowned for its British craftsmanship and impeccably neat stitching, Josephine Home launched its signature grosgrain detailing reminiscent of Savile Row tailoring. This refined design has become synonymous with our brand, embodying timelessness and simplicity.

Since then, the range of products we offer has evolved, but our commitment to sustainable luxury, unwavering quality, and enduring craftsmanship has remained steadfast, shaping every aspect of our company ethos.

ready, set, relax...

Always evolving

In 2020, we spent time reflecting on the key cornerstones of the Josephine Home brand, and our business’ growth since its beginnings in 2003.

We saw how far we had come in 16 years, in becoming the trusted supplier of linen and home accessories to discerning clients and renowned businesses in all corners of the world.

It felt like the right time to mark this evolution with a change at the heart of our brand. So, at the beginning of 2022, we relaunched as London & Avalon.

Our name today reflects the world of sleep and interiors, elegantly weaving together our two enduring inspirations - the refined and timeless style of London’s Savile Row tailoring, and the dreamy wilds of Avalon, the mythical island of peace and serenity.

Sustainability

We are proud to have been awarded the Butterfly Mark by Positive Luxury. Signaling the next stage of our journey, the Butterfly Mark is a symbol that we are committed to higher and higher standards for people and nature. We’re part of a global movement transforming luxury, and this is reflected through the practices of the local craftsmen we work with.

"From the outset, we have intended to create products with as little obsolescence as possible. Products you can enjoy and love for much longer (if not for life) so we can all play an active role in safeguarding our planet, and our lives, from the very real threat of climate change.

Thank you for joining us on this journey, as we continually seek new ways to improve our processes, while reducing our impact on our planet’s resources."

Stephanie Betts – Founder

Stephanie talks about sustainability, where it’s really going, about her textiles company and the "why" behind it all.

Find out more here.

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