Our story

The Apricot brand was founded in 2006, beginning life in the basement of a North London building. We’ve come a long way since. When founders Philip and Sophia opened their first Apricot store, they couldn’t have dreamt their playful prints and statement designs would grow into a global brand. Though we’ve grown to over 1200 outlets across the world, we’ve still managed to keep our unique family feel, putting creativity at the heart of everything we do. Taking inspiration from travel, nature and our vibrant home city of London, we make beautiful, wearable collections that tell a timeless story. We strive to deliver the effortless design, in-house print and fantastic quality that is so important to the Apricot customer. We currently have 17 Apricot stores with over 300 concessions in New Look and independent department stores in the UK and Ireland. You can also find our concessions in Italy, Germany, the United States and Canada.