After almost a decade as an independent fashion retailer, Alison Townshend had a vision: to create a retail company that specialised in unique knitwear collections, combining the highest quality cashmere blend yarn with accessible prices.

Luella was born out of Alison's personal experience of running her own boutique. Listening to her customers and recognising the difficulty in finding them fresh, flattering knitwear, she set about bringing a design team together to create stylish monthly collections.