If you want to look the part in the upper echelons of rural England, Holland Cooper is the go-to luxury style destination.
The brand, which celebrates its 15th anniversary this year, is favoured by the modern country set, including the Princess of Wales, Idris Elba, Amelia and Eliza Spencer, and Claudia Winkleman, who chose multiple pieces to wear on hit TV series The Traitors. It’s worn by everyone who wants their tweed with a shot of contemporary glamour and their heritage fabrics to be well-cut as well as warm.
Holland Cooper is the brainchild of Jade Holland Cooper, who founded her business in 2008 after she noticed a gap in the market for stylish clothes to wear at rural society events. “I couldn’t see or find anything that I wanted to wear, which sparked the idea for the business,” she told us. And with that, Cooper, the daughter of a farmer and fashion designer, quit the Royal Agricultural College in Cirencester, Gloucestershire and her course on international equine and agriculture management. “I wanted to dress me,” she says. “Holland Cooper was created to cater to every aspect of my lifestyle, which is truly the DNA of the brand.”
In partnership with Holland Cooper.
Cooper took her first 30 tweed mini skirts to the Badminton horse trials, and immediately sold out. Over the next 15 years, she revolutionised the way the British country crowd dressed, offering contemporary solutions – sleek coats with tartan detailing, scene-stealing, bright tailoring and heirloom silk shirts. Her clothes aren’t about trends, but rather design classics to love forever. Today, her empire also includes a luxury hotel, No.131 Cheltenham, and Cotswolds-based retail hub Dunkertons Park. Here, she talks us through her career journey, sharing the secret to creating a fashion brand with longevity and why every discerning rural resident wants to wear Holland Cooper.
What made you think there was a gap in the market for the clothes you wanted to make?
“I was seeing high-net-worth clients arriving at events with nothing suitable to wear for those occasions. This was the lightbulb moment that made me believe there was a real opportunity.”
At what point did you start to think that there was a real appetite for your clothing?
“The brand’s growth has been phenomenal, and I think it stems from truly understanding our customers and designing with them in mind. When we opened our second flagship boutique at our Cotswold headquarters, I was amazed by customers traveling from around the world to visit us. This really signifies the journey and growth of the brand.”
How did you grow your business? What steps did you make?
“Growth for me is not just financial. It’s about building a legacy that lasts. I have an innate obsession with pushing boundaries, and while you can’t manifest success overnight, with the right drive and vision, it’s something you can build over time. Being involved in every aspect, from photography to product development, means I’m constantly juggling, but I thrive on it. Leading, expanding and staying true to our core brand values keep me focused, and I believe the key to overcoming challenges is the ability to continuously learn. I believe in staying ahead of the curve, thinking about the future of the business, and mentally preparing for the changes that come with running a brand that has 2,000 product options.
What are your most popular styles and why?
“Our trench coats are undoubtedly our signature pieces. They’re timeless, classic and essential wardrobe staples. We still sell the same fabrics we have used since the beginning. Our Tawny Tweed has been a staple in our collection and continues to be a bestseller.”
What is your starting point when it comes to design? What are the aesthetic threads that unite HC collections?
“At Holland Cooper, we own the space for classic products. Our commitment to timeless, sophisticated fashion remains unmatched. We have a very specific customer in mind for every product we create. These are individuals who expect more than just fashion. It’s not just about following trends; it’s about creating products that stand the test of time. Our goal is to design products that work hard for you, ones that customers can return to again and again – pieces that fit seamlessly into their lifestyle.”
How did you learn the business side of running a fashion brand?
“I have always had a business brain. As a child, I had an egg business, so taught myself the basics of profit and loss. When I started Holland Cooper, I was a one-man band, creating my own confidence to cut through the noise and deliver the result. Now I have a fantastic team around me.”
The HRH The Princess of Wales has worn Holland Cooper. In what way has her patronage benefited your brand?
“Naturally, with any pieces that The Princess of Wales chooses to wear, there is an uplift in traffic to the website. She is the ultimate style icon.”
Is there anyone else you’d still like to see in your clothes?
“We recently launched our US website and had the pleasure of dressing Drew Barrymore. I’d love to see more American icons embracing Holland Cooper.”
Holland Cooper celebrates its 15th anniversary this year. How do you build a long-standing fashion brand? What are the key components?
“We’ve continued to surpass expectations at every turn, growing our product lines to over 2,000 and achieving a 60 per cent year-on-year growth rate. We’re clear about our marketing, our product and our brand, which allows us to continually buck expectations and exceed our targets.”
How do you manage family life with your growing empire?
“I’m very lucky that my businesses are based close to my home, and I ensure there is time in my diary every day to spend with my children.”
You and your husband also own No.131 Cheltenham – what are the synergies with your fashion brand?
“Design and interiors are a real passion of mine. The interiors in the hotel very much marry that of my home and our flagship Holland Cooper boutique. We find lots of our customers were coming to stay and then visiting us in the store, so we recently launched our ‘Stay in Style’, which allows customers to book the seamless experience of the hotel stay and a luxury styling experience.”
Tell us about the fabulous Dunkertons Park, home to your flagship Holland Cooper boutique.
“Dunkertons Park has become a hub in the Cotswolds. It features a fantastic farm shop with artisanal produce, eateries, bars, event spaces and, of course, our Holland Cooper boutique. It’s a real destination and definitely worth a visit!”
What advice would you offer anyone who wants to launch their own business, but isn’t sure where to start?
“My advice is simple: take the leap. Nothing is impossible with determination and a clear vision. Building Holland Cooper has taught me that perseverance and focus can overcome any challenge.”
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