The high-end women’s fashion brand dressing Samantha Cameron and Davina McCall
Polly McMaster, 35
Company: The Fold
Web: thefoldlondon.com
Describing itself as a fashion brand for “high-flying modern women”, Polly McMaster’s multichannel clothing company knows who its customers are: “CEOs, senior partners, entrepreneurs and decision makers”.
Focusing on elegant but bold pieces for business or occasionwear, The Fold sells online and through its Clerkenwell showroom, which also hosts regular networking events for its community of business women and organisations. Community is key to its brand image, with profiles of its customers’ success stories on the site, exclusive shopping evenings and business breakfasts all part of the consumer experience. Founder McMaster previously worked in strategy consulting and private equity before spotting a gap in the market for a modern women’s workwear company in 2012; three years later and The Fold has grown to a multimillion pound business – with revenues projected to double again next year.
Backed by angel investment, The Fold is on a mission to become the go-to brand for women dressing for work – and with high-profile customers including the likes of Samantha Cameron, Kim Sears, Holly Willoughby and Davina McCall, the brand has clearly hit home with its target market.
