Jade Holland Cooper, the founder of the eponymous fashion brand, has built a business poised to reach an £80 million turnover for the year ending March 2027, with ambitions to hit £100 million the following year. The brand, based in the Cotswolds, has gained prominence for its blend of traditional British countryside styles infused with contemporary cuts and designs.

Holland Cooper, 39, began the business in 2008 after studying at agricultural college and initially selling tweed miniskirts at the Badminton Horse Trials. She identified a niche for more glamorous and fitted versions of traditional country wear—the kind favored at equestrian and horseracing events. Over nearly two decades, her brand has become a staple for many in the countryside and equestrian scenes, with a clientele that includes BBC presenter Claudia Winkleman and reportedly the Princess of Wales, although Holland Cooper has not met the princess personally.

Operating from a Grade II-listed home in the Cotswolds and a new £10 million headquarters and flagship store in nearby Cheltenham, the brand sells a wide range of products. These include men’s and women’s clothing such as skinny jeans, striped shirts with crests, and technical equestrian pieces like riding breeches and lace-trimmed riding tops. The label also offers premium British tailoring including made-to-measure options and a lifestyle range featuring items from English sparkling wine to gardening aprons.

Holland Cooper’s brand has attracted a diverse international following, with customers flying in from Europe, Australia, and the United States seeking the “Cotswold country look.” The brand cultivated a strong social media presence, with around 850,000 Instagram followers and direct engagement from Holland Cooper herself, who describes the interaction as both rewarding and sometimes “invasive” given the volume of messages she receives.

While the brand has found commercial success, it has faced some criticism. Some commentators describe the clothes as “country cosplay,” repackaging traditional British heritage styles for a clientele more familiar with luxury leisure lifestyles than rural life itself. This perspective suggests the brand caters to an aspirational rural aesthetic rather than authentic countryside wear. Holland Cooper counters this by emphasizing the functionality and fit of her designs, rejecting the notion that the brand is merely trend-driven or superficial.

Holland Cooper is married to Julian Dunkerton, co-founder of fashion label Superdry. After Superdry’s challenges, including a delisting from the London Stock Exchange in 2024, Dunkerton returned as CEO to lead a turnaround targeting a younger audience. Holland Cooper praises this effort while noting that her own experience with business growth has made her wary of public ownership. She is focused on expanding by recruiting experts in specific areas such as equestrian wear and denim, acknowledging the limits of managing all aspects herself.

The designer has expressed interest in policies to promote domestic manufacturing, particularly tax incentives to encourage production within the UK, supporting British mills and factories. Despite her commercial success, she says her brand has not received recognition from institutions like the British Fashion Council, which she attributes to her focus on commercial viability over high fashion.

Throughout her career, Holland Cooper has remained hands-on in the details that define her brand, from production to the aesthetics of her home and surroundings. The business continues to grow amid a wider cultural interest in British countryside style, bolstered by the Cotswolds’ rising profile as home to various celebrities and as a location for television and film productions.