After almost a decade as an independent fashion retailer, Alison Townshend had a vision: to create a retail company 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.
Alison travelled to Italy, in search of the very best yarns and textiles. Those first months were hard but great fun. She spent time connecting with other independent retailers to find out what their customers really wanted and interestingly, the feedback turned out to be very similar.