Celebrating 10 years of Varley.
As Varley marks its 10-year anniversary, co-founders Lara and Ben Mead sit down with Louise Roe at their new SoHo store to reflect on their journey. From humble beginnings to becoming a leading name in contemporary leisurewear, the couple share the personal and professional milestones that have shaped Varley’s growth.
2014: The start of the journey.
Varley’s journey began in 2014, rooted in a series of conversations and a leap of faith. For founders Lara and Ben, it was a merging of their passions that eventually took shape as Varley.The brand’s official launch came with an Instagram post in September 2014, marking the start of something bigger. From the very beginning, Varley was shaped by Lara and Ben’s shared and individual passions, which served as the foundation for the brand’s unique identity.
Varley's first lookbook, shot by Ben and modeled by Lara.
2015: Building a foundation.
Armed with a camera and a few photography lessons, Lara and Ben set out to create their debut lookbook, with Lara herself as the model - a hands-on approach that quickly defined our brand. The lookbook caught the eye of key U.S. wholesalers, many of whom are still our partners today. From major department stores to small boutiques, these lasting partnerships remain at the heart of who we are.
During the time of many disruptor brands going direct to market, Varley focused on delivery quality and building meaningful partnerships. Wholesale became our natural route to market, providing a steady foundation for growth.
2016: The move to LA.
With growing demand in the U.S., Lara and Ben made the decision to relocate from the UK to Los Angeles in 2016. It was a self-funded move that saw them leave behind friends and family to chase their dream. The transition took place on their son Wilf’s first birthday, marking a bittersweet milestone as they embarked on a new chapter far from home.
Ben’s father, Peter Mead, played a pivotal role in supporting their journey, believing in their vision at a time when many questioned the risk they were taking. It was a leap of faith that would pay off.
2018: Evolving the brand.
As Varley grew, so did the brand’s offerings. The focus expanded beyond activewear to introduce pieces that seamlessly fit into every aspect of a woman’s wardrobe. This evolution led to the introduction of our signature fabric, DoubleSoft®, as well as new collections including Club, Swim, Alpine.
With the brand gaining momentum, Lara and Ben took on external investment, a decision that enabled them to expand Varley even further. The investment helped fund the development of new collections, build the infrastructure, and establish Varley as a global brand.
2023: Opening the flagship store.
2023 marked a new chapter for Varley with the opening of its first flagship store on King’s Road, London. Designed in collaboration with HAM Interiors, our stores reflect Varley's core values of quiet confidence and quality. Instead of showcasing models, we celebrate talented female artists. Partnering with the female-led consultancy Cramer & Bell, we’ve curated a collection of works by emerging female artists, highlighting our commitment to being a brand for women, by women.
2024: The New York flagship.
In October 2024, Varley opened its first U.S. flagship store in SoHo, New York. This store, like its London counterparts, was designed to offer customers a consistent, elevated experience, blending both Los Angeles and London craftsmanship.
Celebrating 10 years, together.
To our team, partners, and community - thank you for being part of this incredible journey. The past 10 years have been an adventure beyond what we ever could have imagined. Your support, belief, and love have made Varley what it is today.
Thank you.
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