Baukjen
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House of Baukjen is a British women's fashion retailer headquartered in London.[1][2]
History
2003–2012
House of Baukjen was founded in 2003 in London by the Anglo-Dutch husband-and-wife team Baukjen de Swaan Arons and Geoff van Sonsbeeck, who previously worked at Orange and Shell respectively.[3]
2012–present
Baukjen was founded in London in 2012 by Baukjen de Swaan Arons and Geoff van Sonsbeeck as a womenswear line that expanded on their earlier maternity brand, Isabella Oliver, established in 2003.[4][5][6] In 2013, Baukjen launched an online stylist service.[7]
Initially a direct-to-consumer business, Baukjen expanded into wholesale partnerships by 2018, with products stocked by retailers including John Lewis, Next, and Nordstrom.[8] At that time, the company shipped to about 170 countries. In late 2018, Baukjen Group launched a £400,000 equity crowdfunding campaign on Crowdcube to finance expansion into the United States and the opening of physical retail locations.[9][10]
In 2020, Baukjen reached carbon negative status across its operations.[11] In the same year, it signed Fashion Pact of G7 countries.[12][13] The company also began boycotting Black Friday from 2020, donating 100 percent of net proceeds over the four-day weekend to charities.[14][15]
In early 2021, Baukjen became a Certified B Corporation. Later that year, it received the United Nations Global Climate Action Award in the Climate Neutral Now category.[16][17] Also, in 2021, Baukjen began publishing a Sustainability Index, which reports on the environmental and social metrics of its garments and has set science-based targets for further carbon reduction.[18][19]
In 2022, Baukjen released an exclusive seven-piece Earth Day capsule collection in partnership with John Lewis, made from planet-friendly materials.[20]
In 2025, Baukjen launched its sustainable jewellery collection.[21]
Operations
House of Baukjen is headquartered in London, and most of its production is based in Europe.[12] It owns Baukjen and Isabella Oliver brands.[22][23]
Baukjen operates primarily on a direct-to-consumer retail model but also sells in-store through retail partnerships. It uses natural and recycled materials in its apparel and runs a circular program through which customers can return previously owned garments for resale or recycling.[11][17]
References
- ↑ Onita, Laura. "Clothes range was born from a maternity fashion malfunction". www.thetimes.com.
- ↑ "Can fashion ever be truly sustainable?". The Independent. January 20, 2022.
- ↑ Kirby, David A. (January 18, 2022). "The House of Baukjen".
- ↑ Bounds, Andy (2017-06-06). "European entrepreneurs learn to count the cost of Brexit". Financial Times.
- ↑ Cleland, Lucy (July 6, 2021). "Green Heroes: Geoff van Sonsbeeck, founder of Baukjen".
- ↑ "Isabella Oliver 365 to be reborn as Baukjen".
- ↑ "Baukjen to launch free online eStylist service".
- ↑ Roberts, Lauretta (November 28, 2018). "The Baukjen Group announces £400,000 crowdfunding campaign".
- ↑ Dunkley, Peter Evans | Liam Kelly | Emma. "Start-ups going to the wall as Rishi Sunak stumbles over coronavirus rescue". www.thetimes.com.
- ↑ "The Baukjen Group raises funds for US expansion".
- ↑ 11.0 11.1 https://unfccc.int/climate-action/un-global-climate-action-awards/climate-neutral-now/house-of-baukjen
- ↑ 12.0 12.1 Roshitsh, Kaley (March 9, 2020). "Baukjen and Isabella Oliver Sign Onto Fashion Pact".
- ↑ BE, FashionNetwork com (March 4, 2020). "Baukjen and Isabella Oliver sign Fashion Pact". FashionNetwork.com.
- ↑ Walker, Gaelle (November 18, 2020). "House of Baukjen declares Black Friday boycott with 100% of profits to be donated to charity".
- ↑ Wightman-Stone, Danielle (November 22, 2022). "Fashion brands boycott Black Friday discounting". FashionUnited.
- ↑ Wightman-Stone, Danielle (October 7, 2021). "House of Baukjen win 2021 UN Global Climate Action Award". FashionUnited.
- ↑ 17.0 17.1 "How carbon might go out of fashion". www.bbc.com. November 9, 2021.
- ↑ Wightman-Stone, Danielle (September 3, 2021). "Womenswear brand Baukjen launches sustainability index". FashionUnited.
- ↑ Bocken, Nancy M. P.; Niessen, Laura; Short, Samuel W. (May 3, 2022). "The Sufficiency-Based Circular Economy—An Analysis of 150 Companies". Frontiers in Sustainability. 3. Bibcode:2022FrSus...399289B. doi:10.3389/frsus.2022.899289. Unknown parameter
|article-number=ignored (help) - ↑ Wightman-Stone, Danielle (April 21, 2022). "Baukjen and John Lewis collaborate on an exclusive collection". FashionUnited.
- ↑ Mills, Chloe (December 4, 2025). "Baukjen launches jewellery collection". Drapers.
- ↑ Mills, Chloe (October 2, 2025). "Baukjen unveils first ever petite range".
- ↑ Burke, Jade (24 October 2025). "How to launch a petite fashion line". Drapers.
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