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Our story

We’ve come a long way in 15 years. When founders Philip and Sophia opened their first Apricot store they couldn’t have dreamt their playful prints and accessible design would grow into a global brand. Though we’ve grown to over 1200 outlets across the world we’ve still managed to keep our creative family feel. Taking inspiration from travel, nature and our vibrant home city of London, we want to make beautiful, wearable collections that tell a story. We strive to deliver the effortless design, unique print and great quality that is important to the Apricot customer.