Founded in 1981, Nova of London stands as one of the UK’s largest wholesalers of women’s apparel, located in the fashionable areas of East London and Manchester. We carry a wide range of beautifully crafted wholesale garments designed in-house and sourced world-wide.
Every Step, Done In-House
At Nova of London, we pride ourselves on an integrated in-house operation covering every aspect of the company, from design to marketing. Our talented design team works collaboratively to construct unique styles that are relevant to the current trends yet timeless in appeal. Once designs are finalised, our buying team carefully oversees the production process, ensuring that every garment meets our criteria for quality.
Some other key aspects of our in-house capabilities are merchandising, in which collections from our committed team produce cohesive collections that resonate with our target audience, and elevate the customer shopping experience. We also do our photography in-house, capturing stunning visuals that showcase the details and features of our clothing. This allows us to hold a steady visual identity across all touchpoints and make sure that our products always look their best.
On the marketing front, our expert group devises focused campaigns that deliver the unique selling points of the product and appeal to customers. We handle the entirety in-house, keeping a tight rein on quality and efficiency while retaining brand identity, enabling us to deliver nothing but the best products and services to our clients at the same time as fostering innovation and creativity throughout the business.
Departments
Sales
We have two showrooms, one in London and one in Manchester, which is designed to provide our customers with a thorough and enjoyable shopping experience. We invite you to come in and browse our extensive selection of samples, allowing you to physically assess the quality, craftsmanship and style of our women’s apparel. Upon entering, customers are greeted by our friendly and educated sales team, who are happy to help you explore our latest collections and locate the perfect pieces for your retail needs.
Whether you prefer personalised consultations or simply want to look around, our staff is available to provide expert advice and answer any questions you may have. Once you've made your selections, you can either make an order for future delivery or take your items on the same day. Our fast order processing allows you to quickly stock your inventory with the most recent designs, making your shopping experience both convenient and enjoyable.
Design
At Nova of London, we proudly offer our own design-led labels, including QED London, Wild Flower and Misumi, each crafted to embody a unique aesthetic that resonates with the most recent fashion trends. Our design process for all our garments starting with an NL code is a comprehensive and creative journey that starts with in-depth trend research. Our dedicated design team meticulously analyses current market trends and consumer preferences, ensuring that we
remain at the forefront of fashion innovation. Once they gather insights, they bring ideas to life by creating detailed mock designs, which serve as a blueprint for each collection. This stage is crucial as it allows us to experiment with different styles, silhouettes and colour palettes, ensuring that our final products are both unique and appealing as well as staying true to the season.
In addition to these mock designs, our design department also focuses on constructing original prints that add a distinctive flair to our garments, making sure that each piece stands out in the marketplace. Fit is of utmost importance in our design process; therefore, we conduct rigorous fittings and adjustments throughout the development course to ensure that the garment not only looks stunning but also flatters the body and provides maximum comfort. This attention to detail in both aesthetics and fit is what allows us to deliver garments that our customers love and resonate well with their customers.
Merchandisers & Buyers
Our merchandisers and buyers play a crucial role in the supply chain, ensuring that our collections not only reach the marketplace but are also in sync with consumer demands and our business goals. Once designs are finalised, our merchandisers work closely with the buyers to place orders with our trusted manufacturers, making strategic decisions about quantities, styles and timing to align with seasonal trends and anticipated demand. They meticulously manage stock and inventory, implementing systems to monitor levels and optimise availability, ensuring that popular items are always in stock while minimising overproduction.
Our team also actively liaises with various factors including manufacturers and suppliers, to negotiate terms, monitor production schedules, and address any logistical challenges that may arise, fostering strong relationships that enhance our operational efficiency. Moreover, analysing sales data is a vital responsibility of this department; they study sales trends, identify top-performing products, and assess market fluctuations to make informed decisions about future orders and product placements. This analytical approach not only helps in maximising revenue but also in refining our product offerings based on real market insights, ultimately contributing to our overall success.
Online & Marketing
Our online and marketing department is responsible for driving brand visibility and 
engagement across multiple digital platforms. They oversee all creative practices to ensure that our visual and written content aligns with the brand’s identity and messaging, developing a cohesive image across all channels. Managing the website is a critical aspect of the role; they regularly update product listings, blog posts and promotional content, while also optimising user experience through website design and social media. Our social media platforms such as Instagram, serve as a dynamic outreach tool, where they create engaging content that resonates with our audience. This involves strategising and implementing campaigns, interacting with followers, and analysing engagement metrics to refine our approaches and see what content works best for our customers.
The Studio Team
The Studio Team, made up of our skilled photographers and stylists, play a crucial role in bringing our brand to life through imagery. Each week, they conduct e-commerce shoots in our studio, where they capture high-quality photographs that
present our garments in the best possible light. These sessions are carefully planned, with the team organising photoshoots for core, midsize and curve sizes as well as their attention to detail ensuring that every angle and presentation resonates with our online audience, enhancing their shopping experience.
In addition to this, the Studio Team work together with the marketing team to execute seasonal campaign shoots that give us eye-catching imagery. These larger productions involve extra brainstorming meetings to develop creative concepts that reflect seasonal themes and follow the latest trends. From casting models to selecting locations or building overall sets, the team plans every aspect to create a visually cohesive narrative.
Our Team as a Whole
As a whole, our in-house integrated approach across sales, design, merchandising, online marketing and studio production, ensures a seamless experience from concept to customer. The showroom invites customers to explore our samples and receive a personalised service, while our design team works hard focusing on innovative trends and quality fit to create standout garments. Merchandisers and buyers manage stock and inventory, ensuring that we meet customer demand effectively. Meanwhile, the creative online and marketing team amplify our reach through engaging content supported by the Studio Team’s appealing images. Together, all our wonderful departments collaborate to drive our brand forward, delivering exceptional products and experiences that are at the highest standard for our customers.
