East Lifestyle

Welcome to EAST, the home of fresh, free-spirited fashion for any age and every occasion! Our home is filled with talented and individual people blending their unique skills to give customers a personalised shopping experience. We still get excited when we hear the story of how three friends hatched a plan to adorn customers in luxurious and timeless artisan clothing. They looked to the east for design inspiration and sought out skilled artisans to bring their vision to life, and so EAST’s journey began. In 1994 we opened our first store in Fulham Road. From there we grew, tested new concepts, learnt along the way but at all times remain true to our purpose and core values. PEOPLE & VALUES Our people live and breathe these values in everything they do; customer focused - deliver quality and service with integrity - innovate and learn - accountable - resilience - and work as one team. By underpinning our values with a genuine love for the brand and passion for making customers feel good, we strive to fulfil our purpose - providing a unique experience and designs that celebrates individuality. We do all this in a culture that is open, encourages learning, enables autonomy and promotes good work-life balance. The pace is fast, we test our limits to excel, and yet not afraid to have a good laugh along the way! FIND US You are welcome in any of our homes, whether that’s in stores across the UK, Guernsey, in concessions or online at east.co.uk, we aim to make your visits memorable. The rest of the team can be found at the head office based in Wandsworth, London. WHAT ARE WE UP TO NOW There are so many exciting things happening to support our turnaround we just had to tell you a few. We are evolving, growing and having a Brand makeover in every area. Penny Oliver, co-founder, is back at the helm of all things product, with Francine Seward, the original designer for the EAST brand. Erika Vilkauls, CEO, is paving the way for growth and re-energising the business.