Sassy & Boo

After almost a decade as an independent fashion retailer, Alison Townshend had a vision: to create a ladies’ brand that specialised in unique knitwear collections, combining the highest quality cashmere blend yarn with accessible prices.

Luella was born out of Alison’s personal experience of running her own boutique. Listening to her customers and recognising the difficulty in finding them fresh, flattering knitwear, she set about bringing a design team together to create stylish monthly collections, designed in their Cotswolds studio and manufactured mostly in Italy.

Today the Luella and Sassy & Boo brands are synonymous with luxuriously-soft knitwear, Italian linens, beautifully patterned cotton shirts and flattering, wear-everywhere dresses.

Inspired by uncomplicated happiness, they create bright, colourful collections that have wear-forever appeal. They know colour can change your mood and bring joy to your day, so they always design plenty of new vibrant styles and feel-good prints.

Everything they make is easy to care for, wonderfully durable and made to last. They pride themselves on bringing colour to women everywhere, every day.