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As a core part of its core business strategy, London & Avalon partnered with Positive Luxury to benchmark then strengthen its environmental, social and governance performance. Although sustainability was already embedded in every detail of the brand offering – from fibre origin to weaving location, packaging and aftercare – driving continuous improvement can be challenging as a niche luxury brand, particularly when responsible materials carry higher costs or require supplier alignment. To uphold its values while scaling responsibly, London & Avalon sought Positive Luxury’s deep expertise to build a rigorous, future-proofed, sustainable procurement framework that would guide internal decision-making, while elevating standards across its supply chain.
CONSIDERATIONS
Understanding the environmental impact of materials at the very start of the value chain is a central focus of London & Avalon’s sustainability strategy. The irrigation of cotton crops alone can require 15,000–20,000 litres of water for a single bed linen set, making transparency around sourcing and longevity essential to the product design. Strengthening material assurance, reducing water intensity and improving chemical management all became urgent priorities. Beyond textiles, the team also wanted to explore how procurement insights could positively encourage new product development and support the experiential nature of the brand’s products.
APPROACH & ACTIONS
London & Avalon adopted a holistic, end-to-end approach, embedding ESG considerations across sourcing, production, and aftercare
Using the Positive Luxury ESG assessment as a strategic tool, the brand identified opportunities to improve procurement efficiency, enhance traceability and challenge suppliers on critical issues including water use, chemical inputs and animal welfare
The assessment also highlighted gaps in material innovation, prompting London & Avalon to explore circular and lower-impact alternatives for future product development
This process strengthened its ability to set clear expectations for suppliers, align material choices with its sustainability ethos and invest in research that supports long-term progress
RESULT
Guided by Positive Luxury, London & Avalon completed a detailed evaluation of its product ecosystem, mapping supply chains and strengthening standards for every farm and mill part of its close-knit, curated ecosystem of suppliers.
• The brand is now investing in R&D to reduce water intensity and diversify into natural fibres with stronger environmental performance. • Procurement insights led to a high-performance, gently scented laundry detergent designed specifically to preserve the quality of its luxury linens while reducing environmental impact. • In parallel, it is extending product lifespan through consumer education, encouraging customers to love and care for their linen and accessories for decades – and introducing an eco-friendly care product designed to enhance the sleep experience, support product durability and reduce replacement frequency • Learnings have shaped the brand’s long-term development roadmap and clarified the sustainability priorities needed to attract aligned luxury hospitality partners • These actions also saw a 120% increase in the brand’s innovation score in Positive Luxury’s ESG assessment
