

Meet The Brand
London & Avalon
Since 2003, London & Avalon has been trusted by the most discerning clientele. From world-famous interior designers to prestigious hotels and high-profile VIPs, our customers know our commitment to sustainable luxury is uncompromising. With heritage rooted in British craftsmanship, our signature grosgrain detailing pays homage to Savile Row's impeccable style. From cool and crisp 300 thread-count percale to soft and silky 500 thread-count sateen cotton, our fabrics offer a simple choice between understated elegance and indulgent luxury. The quality of our fabrics and finishing, the elegant and understated simplicity of our designs, provide an unparalleled experience of modern, quiet luxury.


Brand of Choice
To this day, London & Avalon is continually picked as the brand of choice by the most demanding clients, from VIPs and rock stars to some of the most exclusive hotels in the world.


The Finest British Bed Linen
London & Avalon combines traditional craftsmanship, a commitment to sustainable practices, and a dedication to quality fabrics, to create the very finest British bed linen, bath linen and accessories that stand the test of time.
“Sustainability has always been a core part of our offering. We were inspired by nature’s colours, but also by the experience of being in nature so it felt totally natural to us to constantly aim at limiting our footprint on nature. Luxury is so reliant on nature, through the finest natural materials that it needs to deliver extraordinary products and experience, that true luxury could not be anything other than sustainable”.
“Our twin design inspirations were Savile Row for its sumptuous yet durable textures and my grandmother’s home which was nestled on the edge of the famed King Arthur’s Avalon in Brittany – the enchanted forest of Broceliande – which is where, according to the legend, King Arthur would go to rest and repair after battle. This provided the two sides of our products DNA: exceptional craftsmanship to deliver an ‘out of this world’ sleep experience, equal to none”.
Stephanie Betts - Founder