In Partnership with Holland Cooper

Jade Holland Cooper founded luxury British fashion brand Holland Cooper in 2008. It started from small beginnings, literally. Jade sold the first collection, comprising 30 mini skirts, from a rail at Badminton Horse Trials. Since its inception Holland Cooper though, a brand now synonymous with luxury, sophistication and elegance as well as British heritage, has grown significantly and has been worn by the likes of Her Royal Highness, the Princess of Wales amongst other high profile people. Holland Cooper’s timeless designs transcend seasonal trends and the brand now offers a full lifestyle collection including womenswear, comprising outerwear, denim and accessories, menswear, childrenswear and an equestrian line.

Hood grabbed five minutes with the designer to find out how she’s navigated the trajectory of Holland Cooper, where she sees its future and why it was so important to her to bring the collection back to Edinburgh’s Royal Highland Show next week.

Your brand has a special connection with the Royal Highland Show. What makes this event so significant for you and Holland Cooper, and why was it important for you to bring your collection back here?

I have worked with Scottish Mills since I started Holland Cooper in 2008. We have a loyal customer base in Scotland. The Royal Highland Show gives the brand an opportunity to connect with our customers here, showcasing the full product range all in one place.

Could you share the story of what inspired you to start your own fashion collection, and what motivated you to leave your course to pursue this dream?

Since a very young age I believe I’ve had a strong work ethic and an entrepreneurial energy. I decided to turn down my place at Central St Martins and was studying at the Royal Agricultural College. Whilst there, I noticed a real gap in the market for stylish country clothes. I quickly understood the market and from my first step into retail, which was a two-metre stand at Badminton Horse Trials, Holland Cooper was born. Here, I sold 30 tweed mini-skirts. I had a flair for business, and my hard work, determination and drive fuelled the growth of the collections, mills and product ranges. It was the start of my journey.

Reflecting on the early days of Holland Cooper, what was it like selling from a small stand at Badminton? Are there any particular challenges from that time that stand out to you?

I was told I wouldn’t be able to keep my tailoring manufactured in the UK, it would be too challenging and wouldn’t make money; however, I did believe it was possible. Now, 15 years later, I am immensely proud to demonstrate that anything is possible if you set your mind to it, all our tailoring continues to be made in the UK. Today, in a challenging retail environment, Holland Cooper has continued to see year-on-year growth and now has a £40 million turnover; I have overcome that challenge.

And when you reflect on your journey, what are the successes that have made you most proud?

There have been several moments I’m proud of in my career, most recently I was honoured to sponsor the Coronation Cup at The Epsom Derby and presented the award alongside King Charles and Queen Camilla, which was a real pinch-me moment. A particularly memorable moment was when HRH The Princess of Wales, Kate Middleton, first wore one of our trench coats. It was such a special moment, even better that she is a genuine fan and continues to wear key garments, which is regularly documented in the media. She is the ultimate style icon, the epitome of classic style, just the perfect endorsement and ambassador for the brand. Alongside the Royal endorsement there have been many successes: opening a flagship boutique, launching menswear, a fantastic workforce … the list is endless!

Holland Cooper has grown remarkably since its inception. What is your vision for the future of the brand, and where do you see it in the next five to ten years?

I want to become the ultimate British lifestyle brand. This year is all about reinvestment. I am in no rush; we will expand the business, but in our own time. I’m working closely with each collection and the product ranges are developing and getting stronger season on season. Growth opportunities overseas will be integral, without forgetting our loyal British roots, from our home and hub in the Cotswolds we will initiate a US website and start to engage with the new markets.

The Royal Highland Show attracts a diverse audience. Who do you expect will be most excited to see Holland Cooper at the event this year?

At Holland Cooper, we really do have a product for everyone. We often have three generations shopping in our flagship boutique (in Cheltenham) and with the shows Equestrian link, I’m confident this collection alongside the country collections will be popular. I hope to not only engage with our loyal Scottish fans but ignite new ones, those who might not have experienced the menswear or tried our new outerwear range. Women might like to try footwear. Also, the denim collection is super flattering with such great price points. Our team of dedicated boutique stylists travel to all the shows and will be on hand to support and help. If you have not experienced Holland Cooper, I urge everyone to take a look!

Your collections are known for using timeless, heritage fabrics such as tweed. Why is it important for you to incorporate these materials into your designs, and how do they reflect the ethos of your brand?

This has always been so important to me since I started. I am delighted that Holland Cooper continues to use Scottish tweed and wools, purchasing hundreds of thousands of metres a year. The tailored collections are now synonymous with Holland Cooper, and we have become known for British tailoring iconic styles, the trench, classic blazers, suiting – this will always remain at the forefront of what we stand for: British-made excellence, investment pieces, timeless style.

Jade is excited for visitors at Edinburgh’s Royal Highland Show to see the new collection of summer dresses

What are some of the standout pieces in your current collection that you believe will surprise and delight visitors at the Royal Highland Show?

We have a gorgeous new performance linen collection, crafted from a crease-resistant, lightweight and breathable linen-blend and fully lined with a luxury stretch lining for extra comfort. Our new collection of summer dresses and our super-popular menswear collection, alongside the vast range or outwear and denim. I think new customers will be blown away!

Of all the pieces you’ve created, which ones are you most proud of and why? Is there a particular story or inspiration behind these designs?

Our trench coats are probably the classic and most relatable to the brand. It’s where we started and are still the most important pieces in the collection. They have become the most iconic and are now our signature styles – regularly photographed in the media and are often spotted at key racing events on presenters, TV stars horse riders and more.

How do you balance maintaining the traditional elements of your brand while also staying innovative and appealing to modern fashion trends?

Tradition and craftsmanship remain at the core of Holland Cooper. Our tailoring still uses all the traditional methods, hand cut and manufactured here in the UK. I don’t follow trends; I very much focus on my customers and their wants and needs. Alongside tailored classics, we have plenty of amazing separates: jeans, knits, accessories, footwear.

For aspiring fashion entrepreneurs, what advice would you give based on your own journey from starting out at small events to building a successful brand?

Always establish clear goals and expectations. It's easy to make mistakes without clarity. A strong team that you can trust is crucial; I work closely with mine and all my business associates. They grasp my vision, ethos and goals, and together we strive to achieve them. Stay adaptable, seizing opportunities as they arise, and take pride in exceeding expectations and reaping the rewards of hard work. From the very beginning, believe in yourself and know that alongside ambition and hard work anything and everything is possible.

Visit the Holland Cooper Stand at Edinburgh’s Royal Highland Show, 4th Avenue, 27 (C) from Thursday 20th June until Sunday 23rd June.

Five Minutes With Jade Holland Cooper

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