Cocoon Group expands its circular luxury ecosystem through merger with More Luxury Club.

Fashion accessories and jewellery membership club More Luxury Club has announced a strategic move to join forces with the Cocoon Group, expanding the latter’s portfolio which already includes Cocoon Club and My Wardrobe HQ. This integration positions the newly consolidated entity as a “circular luxury powerhouse” operating under an ever-widening Cocoon Group umbrella.

The move is driven by a strong alignment in mission and values. More Luxury Club was founded with the objective "to redefine how people access and enjoy luxury goods, building a loyal community passionate about quality, longevity, and conscious consumption." This ethos aligns perfectly with the Cocoon Group's vision. Cynthia Morrow, co-founder of More Luxury Club, stated that "Cocoon shares our belief that the future of luxury lies in sustainability, circularity, and community - and we are proud that our members will continue this journey within a company that shares our values and long-term vision."

Morrow highlighted the integration's broader implications, calling it "an important milestone for the circular fashion sector." The consolidated Cocoon Group aims "to build the leading ecosystem for circular luxury." As a result of the merger, members will gain access to expanded benefits, including designer rental, resale, subscription models, and exclusive brand collaborations, all available within a single, unified platform.

Cocoon Group has been actively consolidating the circular luxury sector, having recently merged with My Wardrobe HQ. By bringing together businesses like Rotaro, Cercle, and now More Luxury Club, the company asserts its position as a "definitive category leader." The group claims to offer the "most comprehensive, sustainable, and innovative way to access and enjoy luxury fashion in the UK."

Cocoon Group CEO Coco Baraer Panazza emphasized the company's commitment to creating a sustainable future for luxury consumption, stating: "Our mission is to build the most forward-thinking and sustainable way for people to enjoy luxury… as we continue to scale a smarter, more inclusive and more circular future for fashion together." This strategic growth follows a recent change in investment structure, as Kering, which held a minority stake in Cocoon since 2021, exited its investment earlier this year.