Wax London reports ‘milestone year’ with 40% uplift in wholesale and retail expansion

British menswear brand Wax London has reported a "milestone year", which has seen it grow its wholesale channels by 40% in 2025 - including adding new US retail partners – and expand its physical store presence in the UK.

The brand opened its first-ever concession at Fenwick one year ago in December 2024, and in 2025 it opened its first regional store in Leeds and its fourth London store in Canary Wharf.

Wax London’s wholesale growth throughout this year was supported by a global presence spanning 24 countries, 192 accounts and more than 500 stores.

Key partners during this period included Harrods (new partnership), Nordstrom (50-door rollout), Harvey Nichols, Liberty London, END Clothing, Brown Thomas, Bloomingdale’s, Le Bon Marché and Beams Japan – “illustrating the brand’s widening international distribution and elevated positioning”.

Additional international activations included a month-long residency at The Optimist in Los Angeles, a seasonal event at Kapok in Hong Kong, and a pop-up in Shibuya, Japan.

In the US, the brand also scaled operations by establishing dedicated third-party logistics, supporting both business to business and direct to consumer.

A revised supply chain now enables direct domestic shipping, faster fulfilment and improved customer benefits including free returns and free shipping for orders over $100 – driving increased e-commerce and wholesale opportunities across the market.

Internally, Wax London celebrated its 10-year anniversary, appointed Patrick Duggan as Brand Director and expanded its London HQ with a new floor and enlarged photo studio.

The brand has also continued to build on its core product identity, including its signature ‘Whiting Overshirt’, while developing new categories that define the Wax aesthetic.

Roger Wightman, Managing Director of Wax London, said: “I couldn’t be prouder of what 2025 has brought to Wax London. This year has been one of significant growth and important milestones for the brand – from expanding into the US market to strengthening our global wholesale partnerships and retail presence.

“The team’s dedication and hard work have been central to these achievements, and I want to thank everyone who continues to drive the brand forward. These results are not only a reflection of our past success but also a strong foundation for the next phase of Wax London’s international growth.”