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History

The background to the globally successful, multi award-winning label is as romantic as the clothes. Hiro and Radhika migrated to the UK after both their families disapproved their 'love' for one another and attempts to marry in India. Born out of a passion for beautiful fabrics and exquisite clothing, Hiro and Radhika Harjani began the Aftershock story in 1985 on a market stall in Petticoat Lane in London's East End. Radhika was forced to sell her wedding ring so they could purchase the market stall with the dream of one day creating a new, unique, dynamic fashion concept.

The result that followed was a spectacular range of stylish, contemporary evening and daywear aptly named, Aftershock, the impact of which has rippled all around the world. Their first store opened in Market Place later in 1992. Today the company boasts a portfolio of over 50 distinct 'fashion destinations' with an ever growing number of stores and concessions.

Our Label...

Then name "Aftershock" was coined after a series of family and financial troubles in Hiro and Radhika's life. Hiro believes "Not many people know the true meaning behind the brand. We were living on a meal a day in a flat in London given to us by Radhika's father. We would travel at 5 am each morning to prepare the market stall for the days trading. Sometimes we would come back with £10 in our pockets. We lost money along the way and made numerous mistakes such as lending money to family members even though we were in no position to do so, giving credit to buyers on our merchandise and not being paid, being cheated by suppliers who would supply our exclusive designs to competitors and losing money to investors who never had a true understanding of the brand. It was definitely a learning curve for both of us! Despite all our troubles we never lost faith and dedicated 100% of time and effort to building the brand. We had a vision to be one of the most desirable and glamorous designer brands in the world and now that vision is beginning to materialise and become a reality."

After 1987 the family experienced greater fortune and stability - The so-called period "after the shock" or period after all the distress experienced in both their lives. Radhika says "Aftershock is not only a brand...it's a way of life. We face challenges everyday and have to find ways to deal with problems to ultimately fulfil our dreams. An Aftershock piece of clothing or accessory represents the path to achieving this; pure luxury, art and purpose of being. By visiting one of our stores you're not reaching a final destination but embarking on a journey. From the latest diamante encrusted stilettos to long silk satin cocktail dresses there's no reason why you can't journey in style!"

Our Collections...

The Aftershock Collection is synonymous with exclusivity and elegant couture. The brand's strength lies in its ability to source unique fabrics coupled with superior tailoring.

The Aftershock Accessories Collection was introduced in 1998 initially to complement the evening wear collection. The range has experienced overwhelming success and has grown to accommodate evening and daywear accessories. The range covers bags, footwear, jewellery, scarves, pashminas, belts and hair accessories.

Between 2000-2005, the company pursued an aggressive expansion plan via its franchise programme and the purchase of a state-of-art manufacturing facility in India. The factory employs experienced artisan hand-beaders whilst strictly operating a no underage labour rule, uses fabrics produced in like-minded factories and makes annual donations to local children's charities and hospitals resulting in beautiful but ethical clothing. Most embellished pieces are hand embroidered using no industrious machinery or underage labour proving a luxury brand can also make an effort to be eco-friendly and socially responsible.

Aftershock is also one of the few fashion houses to also offer trade customers a unique 'customer choice' option. Provided that an order is placed in advance and minimum quantities are reached at a trade show, clothes are altered to suit customers' tastes and specific requirements.

Our Market Strategy...

Aftershock's market strategy, stunning range of products and service dedication has helped the company reach an impressive turnover with a growth rate of 40% over the past three years. International store locations include: New York, Paris, Milan, Madrid, Gibraltar, Moscow, Tripoli, Dubai, Abu Dhabi, Riyadh, Muscat, Delhi, Mumbai, Cape Town and Johannesburg. Click here for a full list of our international stores.

Currently there are over 15 stores in the UK with a mix of independent and department store concessions. The company has launched its exclusive Gold Collection in House of Fraser by opening over 10 concessions across the UK. Recent international stores openings include Vienna (Austria), Baku (Azerbaijan),and Casablanca (Morocco). In total Aftershock's wholesale and trade operations serves over 5,000 worldwide trade accounts and remains one of the most upcoming and desirable brands in the fashion world. Click here for a full list of international press coverage.

Our Franchisees...

Aftershock operates a very successful franchising operation around the world. The Aftershock franchise programme was developed in 2004. There are franchise stores in the following countries: Russia, Saudi Arabia (K.S.A), United Arab Emirates (U.A.E), India and South Africa. In return for becoming a franchise holder, Aftershock offer's an unrivalled fashion package that includes daily business support, IT support and exclusive franchisee discounts as well as the unique opportunity to be part of the international Aftershock success story.

The design and buying team work closely with franchise partners to develop specialised product supporting market-focused trend opportunities and cultural requirements in addition to the UK range. They also work alongside a merchandising team to plan products entering international franchise stores to help potentialise sales and manage stock in each store. In addition the UK team support franchisees across all areas of Retail and Marketing to ensure profitability reaches its full potential in each market and the brand identity is consistent globally.

These three areas combine to provide a strategic planning and trading support for all new and existing markets and store openings.

E-mail: franchise@aftershockplc.com or marketing@aftershockplc.com to register your interest and apply now for the exclusive rights to an Aftershock franchise for your country or territory.

Our Customers...

Customer Testimonials

To send your feedback please e-mail us at enquiries@aftershockplc.com

Otherwise...why not join our Facebook group? Preview the latest collections and receive exclusive discount voucher codes that can be used in "promotional codes" during checkout. Click here to join the group!

We've also just launched the Aftershock MySpace Page with the Aftershock iMusic Player featuring the Top 10 songs played in our international retail stores. The MySpace page also showcases the latest Clothing & Accessories Collections and also allows you to apply online for a job, get in touch and Shop Online! Click here to visit our MySpace Page!

In the meantime, we look forward to receiving more song requests from established singers/bands and new & emerging artists.

Visit YouTube to watch the latest Aftershock videos on our very own Aftershock Fashion Channel! Click here to watch the show.

Find us on Twitter for little "Tweets" and the latest news! Click here for Aftershock style tips and latest gossip on and off the catwalk.

Here is a comprehensive list of some of our favourite customer testimonials from all over the world:

"Bought the Olen Sundress after being tempted by the customer service team when I called up. Arrived beautifully packaged. Also like the new 1st class recorded delivery option. You'll be seeing me again soon."

Ciara, Belfast (Northern Ireland)

"WOW! I am just writing to praise your wonderful service. The items I ordered yesterday afternoon are gorgeous and the speed of the delivery took my breath away! Thank you very much. I will certainly be ordering again. Keep up the good work!"

Sally, Manchester (England)

"Fantastiskt! Received delivery of my maxi dress very quickly and fit was perfect."

Josefin, Stockholm (Sweden)

"Takk, love my new purchase and will be ordering more shortly!"

Ingrid, Oslo (Norway)

"The whole set up from ordering through to the assistance afterwards was extremely simple and easy. Look forward to buying pieces from the New Collection."

Rosa, Santiago (Chile)

"I'm very impressed by your customer service when purchasing online"

Julie, Glasgow (Scotland)

"Fabulous website. Easy to navigate the pages, view the details in your products. Delivery was super fast, just in time for a wedding function I had to attend. Keep it up!"

Elaine, Dublin (Ireland)

"I love your products and have now ordered online on a numerous occasions. My wardrobe keeps improving all the time."

Annabel, Edinburgh (Scotland)

"I ordered a dress but it didn't fit me correctly. I e-mailed Aftershock my order details, filled out the returns form straight away and sent it back with the dress after I was asked to do so. Within a week the new one arrived and it fit perfectly. Well done Aftershock!"

Karen, London (England)

"I bought my dress with some gorgeous accessories from Aftershock. Each piece is totally unique and absolutely flattering. Now all my friends want one! PS: bargain hunters receive 10% off by obtaining a voucher code from LynkU.com"

Sophie, Cardiff (Wales)

I live in New York City and I've always been an Aftershock fan whenever I visit London. I'm so glad you're online and ship internationally. East side cocktail parties just got a whole lot more glamorous."

Jasmine, New York (USA)

"Cavalli watch out!"

Allegra, Milan (Italy)

"I've passed your store on many occasions and had no idea of the fascinating story behind the brand. Truly amazing."

Farah, Dubai (U.A.E)

"For such a large international brand it's nice to receive such personalised customer service."

Veronika, St Petersburg (Russia)

"Whether its lunch in Beverly Hills or a dinner at The Ivy or a I know I can always rely on Aftershock for the perfect outfit."

Ashlee, LA (USA)

"Shame the good looking guy in the photo in the 'About Us' section can't wear the clothes. He'd look even more good looking!"

Isabella, Barcelona (Spain)

"Aftershock...HELP!!! I've spent my entire week's salary in exchange for 2 pairs of stilettos and an über cool halter neck top which I simply adore. Do you guys offer finance options?"

Victoria, Berlin (Germany)

"Hi, I bought a dress from the site for my girlfriend two weeks ago. We're now engaged. I definitely think the gift helped. Thank you! Note to all men - Use the FAQ section if ever in doubt! Here's the link for all the other guys: Gift guide for men"

Luis Fernando, Rio de Janeiro (Brazil)

"Love the latest collection. Downloaded the catalogue from 'My Aftershock' and printed every page!"

Mei-Xing, Singapore (Singapore)

"I recently saw your dresses on Indian Idol and I must say they definitely produce the WOW factor. The detailing and craftsmanship on western style cuts and designs is something I've never seen before. The clothes make a real fashion statement."

Rashmi, Mumbai (India)

AS Online Limited is a company registered in England and Wales with Company Registration No: 06915955

www.aftershockplc.com