The company was founded in 1973. The original focus was always clothes with an ethnic origin from faraway places, including unusual dresses from Afghanistan and countries en route. In May 1973, the first company shop opened in Beau champ place, knights bridge London. In 1984, we evolved as an exciting and a strongly differentiated high street concept for fashion accessories in an adjoining shop. In May 1999, the company launched its first shop in Kings Road, London.

The range incorporates the company look and philosophy creating an innovative and individual home accessories range. Company has expanded rapidly from its London base. Today there are over 500 company stores throughout the UK and Eire. Globally, outlets are located in Austria, Brazil, Croatia Denmark, France, Greece, Gibraltar, Iceland, Italy, Lebanon, Malta, the Middle East, The Netherlands, Norway, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, and UAE.