ME+EM

ME+EM is a British women’s fashion brand founded in 2007 by Clare Hornby and Emma Howarth. The business began under the name Pyjama Room, with an initial focus on luxury women’s loungewear. In 2009 it adopted the ME+EM name and broadened its range into ready-to-wear clothing, establishing the product and commercial direction associated with the brand today. The label operates primarily through a direct-to-consumer model, selling through its own website and branded stores, while also using selected department-store concessions. Its offer is centered on women’s apparel, with a wardrobe-oriented assortment that has expanded beyond clothing into swimwear, footwear and accessories. The brand’s retail presence has developed from a predominantly UK-based business into an international operation with stores in the United States. ME+EM’s first branded store opened on New Cavendish Street in London in January 2018. Later that year, in September, the brand opened its first concession at Selfridges, giving it a presence within one of the United Kingdom’s best-known department stores. Its UK store network subsequently included locations in London, Edinburgh, Harrogate, Manchester and Bath, with London locations including Chelsea, Belgravia and a Marylebone flagship. International expansion began in February 2024 with the opening of ME+EM’s first overseas store on Madison Avenue in New York City. The brand then added locations in SoHo, New York City; East Hampton, New York; and Dallas, Texas. This expansion marked a significant step in the company’s development, extending its store-based customer proposition into the United States while retaining its British identity. The business has also broadened its category range. In 2024 it introduced its first swimwear collection and subsequently expanded into additional categories including footwear and accessories. These moves suggest an effort to develop ME+EM from a women’s ready-to-wear label into a more complete lifestyle wardrobe brand. Clare Hornby has remained central to the company’s leadership. Emma Howarth left the business in 2012, while Hornby continued as founder and chief executive. According to the supplied reference material, ME+EM received a Royal Warrant from Queen Camilla in April 2026, and Hornby was awarded an OBE for services to the fashion industry in June 2026 after being included in The King’s Birthday Honours List. The brand’s current model combines owned digital and physical retail, selective department-store distribution and an expanding presence in the United States.

ME+EM was established in 2007 by Clare Hornby and Emma Howarth. The original business operated as Pyjama Room and concentrated on luxury loungewear for women. This starting point gave the company an emphasis on comfortable, high-quality wardrobe pieces, but the business soon moved beyond its initial specialist category. In 2009, it was renamed ME+EM and expanded into ready-to-wear fashion. The company underwent a change in its founding leadership in 2012, when Emma Howarth left the business. Clare Hornby remained with the brand and continued as its chief executive. Under Hornby’s leadership, ME+EM developed a direct-to-consumer model based on its own online channel and branded retail, supplemented by selected concessions. This approach allowed the brand to control its presentation and customer relationship while gradually building a physical store network. The first ME+EM retail store opened on New Cavendish Street in London in January 2018. In September of the same year, the brand established its first department-store concession at Selfridges. Its subsequent British retail footprint included several London locations, among them Chelsea, Belgravia and a Marylebone flagship, as well as stores in Edinburgh, Harrogate, Manchester and Bath. ME+EM began its international retail expansion in February 2024, opening a store on Madison Avenue in New York City. It later added three further United States locations: SoHo in New York City, East Hampton in New York and Dallas, Texas. The United States expansion extended the brand’s physical presence beyond Britain while preserving its identity as a British women’s fashion label. The product range also widened in 2024. ME+EM launched its first swimwear collection and expanded into footwear and accessories. These additions complemented its established ready-to-wear and loungewear business and broadened the brand’s potential role in customers’ full wardrobes. The supplied reference material records two developments in 2026: the award of a Royal Warrant by Queen Camilla in April and an OBE for Clare Hornby in June for services to the fashion industry. The latter recognition was associated with The King’s Birthday Honours List, published on 12 June. No reliable information was supplied about the company’s ownership structure, revenue, profitability, workforce or legal entity, so those details remain unspecified.

• 2026

  Royal Warrant awarded

  [1]ME+EMen.wikipedia.org

  The supplied reference material states that ME+EM received a Royal Warrant from Queen Camilla in April.

• 2026

  Clare Hornby receives an OBE

  [1]ME+EMen.wikipedia.org

  The supplied reference material states that Clare Hornby was awarded an OBE for services to the fashion industry in The King’s Birthday Honours List.

• 2024

  First international store opens in New York

  [1]ME+EMen.wikipedia.org

  ME+EM opened its first store outside the United Kingdom on Madison Avenue in New York City.

• 2024

  Swimwear introduced

  [1]ME+EMen.wikipedia.org

  The brand launched its debut swimwear collection and subsequently expanded into footwear and accessories.

• 2018

  First branded store opens in London

  [1]ME+EMen.wikipedia.org

  ME+EM opened its first retail store on New Cavendish Street in London in January.

• 2018

  First Selfridges concession

  [1]ME+EMen.wikipedia.org

  The brand opened its first concession at Selfridges in September.

• 2012

  Emma Howarth leaves the business

  [1]ME+EMen.wikipedia.org

  Co-founder Emma Howarth departed, while Clare Hornby continued to lead the brand as chief executive.

• 2009

  Renamed ME+EM and expanded into ready-to-wear

  [1]ME+EMen.wikipedia.org

  The business adopted the ME+EM name and broadened its offer beyond loungewear into women’s ready-to-wear clothing.

• 2007

  Brand founded as Pyjama Room

  [1]ME+EMen.wikipedia.org

  Clare Hornby and Emma Howarth founded the business, initially focusing on luxury women’s loungewear under the Pyjama Room name.

A British luxury women’s fashion label positioned around direct-to-consumer retail, wardrobe-focused ready-to-wear and an expanding range of complementary lifestyle categories.

• Apparel · 2009

  Women’s ready-to-wear

  ME+EM’s central product line is women’s ready-to-wear. The category was added when the former Pyjama Room business was renamed in 2009 and remains the foundation of the brand’s wardrobe-focused proposition.

• Apparel · 2007

  Luxury loungewear

  Luxury women’s loungewear was the brand’s original focus when it was founded as Pyjama Room in 2007. Although the assortment later expanded into ready-to-wear, loungewear remains part of the brand’s historical and current product identity.

• Apparel · 2024

  Swimwear

  ME+EM introduced its first swimwear collection in 2024, marking an expansion into a seasonal category outside its established ready-to-wear and loungewear offer.

• Fashion accessories

  Footwear

  Footwear was added as part of the brand’s broader category expansion after the launch of swimwear in 2024. Specific footwear styles and collections were not identified in the supplied material.

• Fashion accessories

  Accessories

  Accessories form part of ME+EM’s expanding lifestyle and wardrobe offer. The available reference material confirms the category but does not specify the full range or individual signature products.

• 2024

  Enter the United States through owned storesStrategy

  Background

  ME+EM’s retail presence had previously been concentrated in the United Kingdom.

  Action taken

  The brand opened its first international store on Madison Avenue in New York City, followed by locations in SoHo, East Hampton and Dallas.

  Aftermath

  The company established a physical retail presence in the United States and expanded its international operating markets.

  Source

• 2024

  Launch swimwear and broaden category offerProduct launch

  Background

  The brand sought to extend its women’s wardrobe offer beyond its established apparel categories.

  Action taken

  ME+EM launched its debut swimwear collection and expanded into footwear and accessories.

  Aftermath

  The assortment moved toward a broader lifestyle and full-wardrobe proposition, although detailed commercial results were not supplied.

  Source

• 2018

  Begin branded physical retailStrategy

  Background

  ME+EM had developed from its original loungewear concept into a ready-to-wear fashion business.

  Action taken

  The brand opened its first own retail store on New Cavendish Street in London and later that year opened a Selfridges concession.

  Aftermath

  The move was followed by a broader UK store network and a retail model combining owned stores, e-commerce and department-store concessions.

  Source

• 2009

  Expand from loungewear into ready-to-wearStrategy

  Background

  The business began as Pyjama Room with a focus on luxury women’s loungewear.

  Action taken

  It changed its name to ME+EM and expanded its assortment into ready-to-wear clothing.

  Aftermath

  The move established the broader women’s fashion positioning that defines the brand’s subsequent development.

  Source

• 2026

  ME+EM receives a Royal Warrant[1]ME+EMen.wikipedia.org

  Other

  According to the supplied reference material, ME+EM was awarded a Royal Warrant by Queen Camilla in April 2026.

• 2026

  Clare Hornby awarded an OBE[1]ME+EMen.wikipedia.org

  Other

  According to the supplied reference material, founder and chief executive Clare Hornby received an OBE for services to the fashion industry after being named in The King’s Birthday Honours List published on 12 June 2026.

• 2024

  ME+EM opens its first international store in New York[1]ME+EMen.wikipedia.org

  Other

  ME+EM opened its first store outside the United Kingdom on Madison Avenue in New York City and subsequently expanded its United States store presence to SoHo, East Hampton and Dallas.

• 2024

  ME+EM launches its debut swimwear collection[1]ME+EMen.wikipedia.org

  Product launch

  The brand introduced swimwear as a new product category and later broadened its assortment to include footwear and accessories.

1. 1ME+EMen.wikipedia.org
2. 2Fashion Brand ME+EM, Worn by British Royals, Posts Sales Growth on U.S. Expansion - WSJnews.google.com