Tomorrow takes "significant" Charles Jeffrey Loverboy stake, has big plans for brand

By

Sandra Halliday

Published
Mar 30, 2021

Tomorrow has announced an investment in ready-to-wear and accessories brand Charles Jeffrey Loverboy and said it would “democratise access” to the label. 

It’s the latest in a series of investments the company has made, including Machine-A and Lucinda Chambers’ Colville label.

The group “has taken a significant equity investment” and said it will act as the key “partner across all aspects of the development of the brand and the business, as well as being the global licensing partner”.

It means Glaswegian designer Jeffrey and his team will be able to “expand and develop creative ideas, whilst simultaneously democratising access to the brand, by offering wider reach internationally and driving more accessible price points”. 

Tomorrow is a multi-service brand development platform for fashion businesses that’s headquartered in London but also has a presence in Milan, Paris, New York, Los Angeles, and Hong Kong. It currently employs 150+ people across three continents. 

This new investment is its latest step in its aim of building a brands portfolio focused on labels “that are based around deep engagement with strong communities”.

It said Loverboy will leverage Tomorrow’s complete platform of services, including, production, marketing/content development, e-commerce, distribution and partnerships/collaborations. 

Jeffrey graduated from Central Saint Martins in 2015 and founded his label as something different from the average fashion brand with a strong focus on a diverse and creative community, This was born out of the Loverboy club night he’d launched in London to fund his MA course.

Tomorrow co-founder and CEO Stefano Martinetto said of all this: “We are incredibly excited to be announcing our partnership with Charles Jeffrey and his team, and to work with them all to continue and extend the community and messages that are central to the Loverboy ethos. We have huge respect for Charles as a polymath of creativity and can clearly visualise how this partnership will catalyse the development of the brand, drive growth for both Loverboy and Tomorrow, as well as to further build the Loverboy movement.”