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Nadja Swarovski announced as new majority shareholder of Really Wild Clothing

Tom Bottomley
17 May 2024

Nadja Swarovski, who worked at her family firm Swarovski for 26 years and was the first female member on its executive board, has been announced as the new majority owner of Really Wild Clothing, along with her husband, Rupert Adams.

Swarovski will steer the British brand into its new era as Chief Creative Officer, Chief Marketing Officer and Chair of the board, alongside Adams as Managing Director.

The new owners will continue to work with existing shareholders Gabriela Luksic, her daughter Florence Newman, and with Really Wild Clothing Founder, Natalie Lake.

Under the new ownership, the mission is "to leverage Really Wild’s core craft and become a British lifestyle brand globally", offering timeless collections that span across country and city pursuits.

The brand investment by Swarovski and Adams sits as one of several new acquisitions within the partner’s investment portfolio, which purchases heritage brands to maintain and celebrate traditional craftsmanship.

"Really Wild seemed like the perfect fit for our portfolio, which invests in brands that are rooted in craftsmanship and cultural heritage. We feel strongly about the preservation of craftspeople and their expertise," said Swarovski.

"In the case of fashion, we believe that style vs trend supports a more sustainable business model, offering our customers products of the highest quality, which will last a lifetime. The connection of this brand to nature is a reminder to us that we must protect people and planet in everything we do.

"Really Wild has the potential to grow into a global lifestyle brand, which celebrates craft, creativity and cultural heritage in various geographic regions, combining traditional artistry with design relevant to the Zeitgeist."

Really Wild Clothing was founded by Natalie Lake in 2002. She identified a gap in the market for chic, well-tailored and classic garments having grown frustrated with the lack of more considered country pursuits clothing for women. The brand is also known for working with Liberty fabrics and Linton Tweeds.

"I couldn’t be more excited about the next era of Really Wild with Nadja at the helm. She’s a spearhead that I’ve deeply admired and a leader that exemplifies everything I’ve worked for Really Wild to embody," said Lake.

"With so much synergy between our passions for traditional British and Scottish manufacturing, and celebration of nature, we are reinventing the brand’s diverse heritage together - taking inspiration from some of our earliest designs to create shapes that enhance the female form and acknowledge our wild foundations."

During her time at the Swarovski family business, Nadja Swarovski initiated over 500 designer collaborations with international fashion companies, founded the luxury jewellery brand Atelier Swarovski and lighting brand Swarovski Crystal Palace, and acted as CEO and Creative Director for both.


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