From Retail Recognition to Wholesale Confidence: Goddiva’s Award Nominations - 2025
In today’s competitive fashion landscape, recognition is more than prestige — it’s proof of performance. We’re thrilled to announce that Goddiva, the retail arm of City Goddess, has been nominated for five categories at the Drapers Awards 2025 and three categories at the Boutique Star Awards 2025. This recognition marks a major milestone as we celebrate 21 years of success in the fashion industry.
City Goddess has been a trusted name in wholesale fashion for over two decades, delivering trend-led designs that help retail partners grow. From occasionwear to everyday styles, we’ve built our reputation on quality, reliability, and agility in a fast-moving market. Continuous innovation is at our core — supported by significant investment in technology and a seamless e-commerce platform that makes ordering and stock management effortless for wholesale clients.
Since 2009, our retail division, Goddiva, has brought red-carpet style to customers worldwide at accessible prices. Designed for inclusivity and real-world appeal, our collections cater to all body shapes, sizes, and ages. Goddiva’s customer-first approach, digital strength, and global reach have made it a go-to brand for affordable glamour — earning multiple industry award nominations. Together, City Goddess and Goddiva reflect a shared vision of innovation, partnership, and growth — empowering retailers through creativity, inclusivity, and consistent performance.
Celebrating Excellence: Eight Prestigious Nominations at the Drapers Awards and Boutique Star Awards 2025
For over three decades, the Drapers Awards have stood as one of the most respected accolades in the UK and Irish fashion industry — celebrating outstanding service, design, and innovation from the most exceptional brands, retailers, and suppliers. The event remains a cornerstone of the fashion calendar, bringing together the leaders who continue to shape the industry’s future. As the only awards programme that unites the entire sector under one roof, Drapers continues to set the benchmark for excellence, inclusivity, and collaboration. In 2025, the event once again recognises the achievements of both multiple and independent retailers in one major celebration — while maintaining distinct judging criteria for each category to ensure fairness and transparency across all entrants.
This year, Goddiva — part of the City Goddess group — has been shortlisted in five prestigious Drapers Awards categories, representing excellence across multiple areas of retail and fashion innovation. Each category reflects a different facet of our business: from technological advancement and customer experience to teamwork, inclusivity, and the power of digital-first retail. To be recognised across such diverse areas demonstrates not only the strength of our internal teams but also the value of our collaborative partnerships with suppliers, boutiques, and retail platforms.
Equally prestigious, the Boutique Star Awards, launched in 2019 by Boutique Magazine, continue to celebrate excellence among independent fashion retailers and their suppliers. The 2025 shortlist brings together some of the most exciting names in UK fashion, including Iris Fashion, Sisters & Misters, and Sue Parkinson — alongside standout brands such as Fee G, Foil, Lily Charmed, Luna Charles, and of course, Goddiva. This year, Goddiva has been nominated in three major Boutique Star Award categories. These nominations recognise Goddiva’s growing influence in the independent retail sector, where strong brand partnerships, consistent supply quality, and trend-driven design continue to deliver measurable commercial results for our retail partners.
To be recognised across such diverse categories — from innovation to inclusion — is a testament to the strength, creativity, and dedication of our entire team. Each nomination represents a story of hard work, innovation, and heart.
Below, we share why these acknowledgements mean so much to us and what drives our continued journey.
Pureplay of the Year - Drapers Awards
Our nomination for Pureplay Retailer of the Year at the Drapers Awards celebrates the strength of our digital-first strategy — a business model that has allowed us to grow with precision, speed, and sustainability. Operating exclusively online across our own website, app, and major marketplaces such as Debenhams, Freemans, and ASOS, we’ve built a structure defined by insight and agility. With over one million customers and a thriving community of 250,000 app users, our 2024 direct-to-consumer turnover reached £19.5 million, with projections to double by the end of 2025 — all driven by a compact, high-performing team of fewer than 25 people.
Our technology infrastructure is the quiet engine behind this success. The introduction of an AI-powered inventory management system enables real-time demand forecasting, waste reduction, and improved efficiency across global markets. Collaborating with the Technical University of Vienna, we also developed an AI chatbot that redefines online shopping by offering personalised, conversation-led discovery. This technology doesn’t just improve service — it transforms browsing into an experience of confidence and connection. As Retail Economics (2025) notes, UK online apparel sales are forecast to grow by 8.1% annually, underscoring the strength of digital-first retail models like ours.
Tech Innovator of the year - Drapers Awards
Our nomination for Tech Innovators of the Year showcases how deeply technology and creativity are integrated across City Goddess and Goddiva. At Goddiva.co.uk, we developed a proprietary AI-powered Smart Customer Chat Assistant — an intelligent virtual stylist built with GPT-4, LangChain, and semantic search to provide real-time, personalised recommendations based on size, fit, colour, and occasion. Launched in January 2025 to half of our site traffic, it has transformed the customer journey by managing product discovery, orders, and returns through natural-language interaction. In just six months, the assistant generated £2.03 million in additional sales, reduced return rates by 14.8%, and shortened the average purchase journey by 32%, with most transactions completed in under seven minutes. It also resolved 61% of customer queries autonomously, boosting efficiency, easing pressure on support teams, and raising our CSAT score to 4.6/5. This innovation reflects our focus on using smart automation to deliver measurable business growth, stronger conversion rates, and a seamless digital experience for both retail and wholesale partners.
Building on this success, Goddiva has now introduced an advanced internal AI styling engine that extends beyond conversation into intelligent product curation. The system analyses user preferences, browsing behaviour, and past interactions to recommend a curated line of styles aligned with each customer’s personal aesthetic. Using reinforcement learning and vector-based recommendation models, the AI identifies patterns in likes, dislikes, and seasonal interest to surface new arrivals, colour palettes, and silhouettes that match each shopper’s intent. It also dynamically highlights current offers, bundle discounts, and limited editions, ensuring the recommendations are not only relevant but commercially optimised.
Click the button to explore Goddiva’s AI-powered shopping experience.
From a technical standpoint, the engine leverages multi-modal embeddings to interpret product attributes (fabric, silhouette, occasion tags) and match them against customer sentiment data collected from natural-language chat inputs. The model continuously improves through feedback loops — learning from user interactions to refine accuracy and relevance over time. This innovation has effectively created a self-learning digital stylist that personalises discovery, enhances engagement, and increases conversion without the need for human intervention.
Most importantly, we’ve extended these technology services free of charge to our wholesale partners through City Goddess, giving boutique retailers the same AI-enabled product discovery, ordering, and inventory tracking tools that power our retail operations. This integration ensures easier access, faster stock management, and improved buying confidence for every partner — helping independent boutiques compete with major players through automation, insights, and smarter replenishment cycles.
This innovation also advances our sustainability goals. By reducing returns, it cuts down on unnecessary shipping and packaging waste — an increasingly critical issue in fashion logistics. As highlighted in the BoF x McKinsey State of Fashion 2025 Report. AI-driven tools like ours are redefining retail efficiency and environmental accountability.
Built by a small team, powered by advanced AI, and proven at commercial scale, this assistant isn’t just a chatbot — it’s a breakthrough in how fashion connects technology, customer experience, and sustainability.
Womenswear Brand of the Year - Drapers Awards & Boutique Star Awards
Our shortlisting for Womenswear Brand of the Year, at both the Drapers Awards and the Boutique Star Awards in 2025, spotlights not only the strength of our product offering but the comprehensive value we deliver to wholesale partners, retail customers and the industry as a whole. Since its founding in 2009, Goddiva has grown from a boutique British label into a dual-channel powerhouse — supplying over 1,500 independent stores and major retailers such as Debenhams, ASOS and Freemans, while simultaneously operating a high-performing D2C ecommerce platform. Our business model blends depth and reach: digital insight meets on-the-ground boutique engagement, offering women around the world access to trend-led, accessible fashion.
From an operational perspective, our vertically-integrated infrastructure ensures speed, visibility and reliability for partners of all sizes. Whether we’re supplying boutique orders of 50 units or large-scale runs of 80,000, our systems deliver on time and to specification. In 2024 our D2C turnover reached £19.5 million with growth on track to double by the end of 2025 — evidence of strong performance. Importantly, this performance is backed by ethical infrastructure: we partner only with Sedex-approved factories, deploy UK-sourced recyclable packaging, and are building towards full supply chain traceability by 2026.
The UK women’s apparel market continues to evolve — demand for inclusive design, digital-first shopping and hybrid distribution is rising. According to market research, the UK women’s apparel market is projected to grow significantly, reflecting opportunities for brands that combine relevance, range and reach. (Credence Research estimates the UK market size to increase from USD 41.4 billion in 2023 to USD 54.5 billion by 2032 at a CAGR of 3.12%. Credence Research Inc.Goddiva’s strategy aligns directly with these market dynamics: by offering full-size inclusivity, omni-channel reach and wholesale-partner enablement, we are positioned to capitalise on both performance and purpose.
For our wholesale buyers, choosing Goddiva means choosing a brand that is resilient, relevant and resourced for today’s retail challenges. With strong retail growth, sophisticated partner tools and a values-driven supply chain, we believe our nomination for Womenswear Brand of the Year recognises more than product—it recognises partnership, performance and progress.
Some of our favorite top picks from Goddiva.
Team of the Year - Drapers Awards
Behind every collection and campaign is a team of 30 exceptional people — the heart of our Team of the Year nomination. Spanning design, e-commerce, marketing, logistics, and customer service, this team has built a brand that reaches over a million customers and delivered £19.5 million in turnover in 2024. Many of them have been part of the journey since the early days, combining seasoned expertise with the fresh energy of new recruits.
Together, they have created an environment of collaboration and growth, embracing change as a pathway rather than a challenge. Through internship and apprenticeship programmes in the UK and overseas, we also invest in developing young talent, ensuring the next generation gains hands-on experience in digital fashion. Independent research shows that stronger communication and collaboration meaningfully lift performance — McKinsey estimates that improved collaboration enabled by digital tools can raise the productivity of interaction workers by 20–25%, underscoring the impact of how we work day to day. mckinsey.com
Diversity & Inclusion Award - Drapers Awards
Our nomination for the Diversity & Inclusion Award reflects a belief that inclusivity must exist both within the company and throughout the collections we create. Over half of our leadership team — including our Design Director, Head of Ecommerce, Brand Manager, and Product Developer — are women from diverse cultural backgrounds. This lived diversity ensures that every decision, from design to strategy, reflects a multiplicity of perspectives.
In product terms, our commitment translates into broad size ranges, maternity wear, and inclusive occasion collections that celebrate individuality. As the British Fashion Council reports, 60% of UK fashion consumers now make buying decisions influenced by representation — proving that inclusion is not just the right thing to do, but a key factor in brand trust and customer loyalty. For Goddiva, it’s not a policy — it’s part of our DNA. But our definition of inclusion extends beyond representation. It’s about creating a business that’s responsible, ethical, and sustainable at every level. We work exclusively with Sedex-approved factories, ensuring fair wages, safe working conditions, and respect for human rights across our supply chain. Our packaging is UK-sourced and fully recyclable, and we’re actively transitioning to sustainable fabrics with a goal of achieving full traceability by 2026.
Through our corporate social responsibility (CSR) initiatives, we also support causes that champion equality and empowerment — including collaborations with The Pink Ribbon Foundation and Models of Diversity, as well as ongoing mentorship opportunities for young creatives entering the fashion industry.
British Brand of the Year - Boutique Star Awards
At the Boutique Star Awards, our nomination for British Brand of the Year sits alongside some of the most respected names in independent fashion — including Chalk, Fee G, Foil, and Luna Charles. This category honours brands that embody the spirit of modern British design: creativity balanced with commercial strength, and individuality rooted in heritage.
For Goddiva, Britishness is expressed through craftsmanship and adaptability — designing from London for women worldwide, yet keeping the focus on quality, fit, and affordability. As Boutique Magazine highlights in its 2025 market review, home-grown British fashion now contributes over £32 billion annually to the UK economy, with independent labels driving much of that momentum. Our recognition in this space reinforces our role as a brand that proudly carries British design values onto the global stage. Over 80% of our production is done locally with trusted UK factories and suppliers. Keeping our making close to home gives wholesale partners real, practical advantages: shorter lead times, tighter QC, and faster reorders on proven styles. It also means full compliance with UK labour and safety standards, transparent auditing, and clearer traceability from fabric to finished garment. Beyond operational benefits, our commitment to local manufacturing directly supports the UK fashion industry — sustaining skilled jobs, strengthening domestic supply chains, and contributing to the national economy. Every garment produced locally helps fuel regional growth, encourage innovation, and keep traditional craftsmanship alive. For our wholesale partners, this means partnering with a brand that not only delivers quality and speed but also invests in the long-term prosperity of the British fashion ecosystem.
Special Award: Favourite Supplier - Boutique Star Awards
The “Favourite Supplier” nomination captures the spirit of City Goddess and Goddiva — a business built on partnership, reliability, and shared ambition. For over twenty years, we’ve nurtured relationships with independent boutiques, department stores, and retail groups across the UK and overseas. Our wholesale model is driven by transparency, collaboration, and mutual growth — values that have positioned us as a trusted, forward-thinking fashion supplier. We don’t just deliver garments; we deliver capability and opportunity. From product design to fulfilment, every stage of our partnership is supported by digital innovation and creative collaboration, helping retailers adapt quickly and profitably in an ever-evolving retail landscape.
Our technology-led wholesale ecosystem ensures accessibility and efficiency for every scale of business. Retailers can buy in packs or single units, submit pre-order requests for popular out-of-stock styles, and benefit from our AI-generated Pre-Order Report — providing predictive visibility into future demand and production priorities. We offer free UK delivery, as well as free EU and US shipping with low minimum orders, allowing partners to restock without restrictive thresholds. For enterprise-level retailers, our advanced order management platform provides real-time visibility into inventory, production, and logistics. In the past year alone, we’ve fulfilled single orders exceeding 80,000 units, delivered on time and to exact specifications. Our private-label services, covering bespoke branding, packaging, and labelling, integrate seamlessly with each retailer’s identity — making City Goddess a dependable production partner at every level.
While scale and systems define our reach, our purpose remains rooted in empowering independent fashion businesses. Through AI-driven trend forecasting, data-based buying tools, and branded marketing support, we help boutiques make smarter purchasing decisions and accelerate sell-through. Our “Sales Booster” chatbot, launched in 2024, has driven an 11% average uplift in sales and a 32% reduction in cart abandonment, proving how innovation can directly translate to retail success. From low minimum order quantities and VAT-inclusive pricing to upcoming zero-cost ecommerce websites (launching Spring/Summer 2026) — complete with live stock syncing and automatic fulfilment — we’re removing barriers to growth. Supported by Sedex-approved factories, fair labour practices, and recyclable UK packaging, City Goddess and Goddiva continue to set the standard for ethical, intelligent, and future-focused fashion partnerships.
Each nomination shines a light on Goddiva’s holistic approach to retail success — from leveraging technology to enhance the shopping experience, to building an inclusive workplace culture, to delivering timeless womenswear that resonates across demographics and markets.
Some of our favorite top picks from City Goddess,
Retail Recognition: Why It Matters to Wholesale Partners
For our wholesale community, Goddiva’s nominations carry deeper meaning. Retail success is a reflection of brand trust, product integrity, and market readiness — the same principles that define our wholesale collections at City Goddess.
When a retail brand is recognised at national level, it sends a clear message to buyers and partners: our products are performing, relevant, and in demand. This translates into tangible benefits across the supply chain:
This synergy between retail and wholesale success ensures that City Goddess partners are not just buying garments — they’re investing in a proven, award-nominated brand story.
The Shared DNA: Goddiva and City Goddess
Behind every retail achievement is a strong foundation built on years of expertise in design, sourcing, logistics, and brand development. Both City Goddess and Goddiva share the same values of quality, innovation, and agility. Our retail platform acts as a live testing ground — analysing customer data, identifying emerging trends, and refining styles before they reach wholesale. These insights flow directly into our collections, ensuring every piece offered to partners is both commercially proven and creatively distinctive.
We use this data-driven approach to help wholesale partners make smarter buying decisions through real-time insights, digital reports, and curated trend guidance. Each collection is strategically tailored to match individual boutique profiles, transforming retail intelligence into measurable wholesale success. This ongoing feedback loop between Goddiva’s retail performance and City Goddess’s wholesale strategy strengthens the entire network — ensuring our B2B clients receive collections backed by real consumer behaviour, consistent sell-through, and the endorsement of industry recognition.
More Than Awards: Strengthening the Fashion Community
Both the Drapers and Boutique Star Awards celebrate more than design; they celebrate the people, partnerships, and purpose driving the fashion industry forward. For City Goddess and Goddiva, being part of these awards reflects our shared belief in progress — in building a fashion community that values responsibility, inclusivity, and digital innovation.
Participating in these awards provides real, measurable benefits that extend well beyond trophies and headlines:
Industry recognition does more than celebrate success — it drives it forward. Each nomination inspires our teams to keep innovating while reinforcing City Goddess’s reputation as a trusted, forward-thinking partner in the fashion wholesale space. For our buyers and partners, these acknowledgements build confidence and credibility, signalling that the products they stock are both market-relevant and industry-approved. Beyond prestige, such recognition strengthens relationships across the retail and wholesale community, fostering collaboration, shared insight, and collective growth throughout the fashion sector.
Through these nominations City Goddess and Goddiva reaffirm their shared vision — to elevate the standard of occasionwear and empower partners across all levels of the fashion supply chain.
Looking Forward
As we celebrate these achievements, our focus remains firmly on the future. Goddiva’s continued success is a reflection not only of our strong retail strategy but also of the robust wholesale foundation built through City Goddess. The insights gained from retail performance directly inform our design and development process, ensuring every collection we offer our wholesale partners is both trend-led and commercially driven. This seamless alignment between retail recognition and wholesale growth keeps City Goddess at the forefront of the fashion industry — delivering not just garments, but confidence, collaboration, and consistency to every partner we work with.
