Elliot Rhodes was founded in 2004 as a specialist belt retailer. It now has three stores in London, a concession in Harrods, and a joint venture store in Osaka, Japan. Elliot Rhodes differentiates itself by offering a wide variety of high-quality leather belts and interchangeable buckles, as well as custom sizing. It aims to change perceptions of belts and encourage individual self-expression through accessories. The brand continues to expand its retail presence internationally and within the UK.

3. HARRODS
CHELSEA
COVENT GARDEN
ST CHRISTOPHER’S PLACE
OSAKA, JAPAN

5. HARRODS
CHELSEA
COVENT GARDEN
ST CHRISTOPHER’S PLACE
OSAKA, JAPAN

6. In 2004, when Justin Rhodes – founder of
Elliot Rhodes – opened his first store they all
said he was crazy...A specialist belt shop?
That would never work.
But the ‘Best new retailer of the year’ from 2005 continues
to thrive and Elliot Rhodes has become one of the most
successful independent retailers and brands in the UK.
We now have three central London stores, a full concession
in Harrods’ revamped Designer Accessories department
and in our first foray overseas a joint venture store in
Osaka, Japan.
As a true specialist and retail innovator, Elliot Rhodes has
been breaking new ground from day one and changing
existing preconceptions of what a belt is, what it means
and what it can be. With its quirky store design, unique
interchangeable system, on-site custom sizing, one to
one customer consultancy and unsurpassable range,
Elliot Rhodes has reinvented a previously ignored, logo
dominated product.
On the back of this proven retail success 2012 saw the
launch of our wholesale division. Being able to share our
expert knowledge of the market sector from both a product
and consumer perspective puts the brand in a unique
position. We are able to confidently guide wholesale clients
in their range selections and provide invaluable data to
prove that with the correct exposure belts can provide a
substantial additional revenue stream. We show as a brand
at several international trade shows - Scoop in London,
Pitti Uomo in Florence, Premiere Classe in Paris - opening
up the availability of our brand globally to both
department stores and smaller independent
retailers. This has lead to successful brand
launches in Selfridges, Jelmoli (Zurich) and other
leading department stores.
One thing that has always remained consistent is
Elliot Rhodes’ dedication to service and quality.
We continue to design all of our products in
London and work with the finest craftsmen
in Spain and Italy using locally sourced raw
materials to produce our belts whilst working
both in house and with small innovative buckle
makers around the world to provide our dizzying
array of buckles.
Brand founder Justin Rhodes comments ‘My belief
in specialisation and the lost art of retail is what
drove me to create Elliot Rhodes. I believed
that we could change existing preconceptions
of a product traditionally considered dull and
unsexy and thankfully we seem to be winning
the battle. Through passionate education we are
encouraging people to branch out – amazingly
only 50% of sales now come from Black
and Brown belts! In an extremely competitive
environment we have been fortunate to be doing
something really different, with a focus on quality,
individuality and customer experience that
continues to resonate with our customers, I guess
really we are just ‘Old School’ retailers with a
modern twist’.
A L I T T L E B I T A B O U T U S . . .

9. Bespoke and innovative, here at Elliot Rhodes
we create beautiful luxury leather belts and
buckles in a wide variety of colours, textures
and styles to suit all tastes.
Over the last nine years, Elliot Rhodes has become the
go-to belt and buckle making brand, renowned for a wide
variety of handmade designs. All of our belts are designed
in the UK and made exclusively for us to our own exacting
specifications. Unique to our offer is our interchangeable
system which gives our customers the freedom to choose a
belt strap of their desired width, colour and finish and match
with one or more buckles to reflect their personal style.
Elliot Rhodes’ look is one of beautiful full grain leather of
the highest quality with eye-catching buckles and designs
ranging from classic, elegant and refined to glamorous,
quirky and dazzling. In addition, every belt is custom
fitted in store to provide the perfect fit. The diversity of the
collection and the guidance of our belt consultants ensure
that there is a combination to suit every style and taste, with
over 500 leather belt straps in a variety of widths and over
800 buckles to select from and combine.
All of our belts are made exclusively in Italy and Spain by
skilled craftsmen using traditional belt-making techniques.
Our buckles are designed in house and sourced globally
from a selection of skilled makers from Italy, France, the
UK and USA and are created using a variety of materials
including gold, sterling silver, stainless steel and a variety of
semi-precious collectibles. Buckle making remains a highly
artisanal trade, with original designs still sculpted
by hand in wax and the more ornate buckles
having enamels, crystals and special finishes
applied by hand. This gives each buckle its own
innate character, lustre and individuality.
We also design an extensive collection of
exotic skin belts in genuine crocodile, alligator,
caiman, stingray, ostrich, sharkskin and python,
all of which are available in both classic and
contemporary colours and textures. Completely
bespoke belts can also be created from scratch,
working with our in-house silversmith and
design team to create entirely unique one-offs or
customised items.
Our range of leather accessories is concise,
containing what we feel are key accessory items
for everyday living - belt storage boxes, passport
covers, purses, wallets and card holders. As with
our belts all of these come in a delicious palette
of colours to suit every whim and style. All of
our Elliot Rhodes belts, buckles and accessories
come beautifully packaged in eye catching
presentation boxes and gift bags to complete the
luxurious look.
W H AT W E D O . . .

10. Elliot Rhodes was launched in London in 2004 with the opening of our Covent Garden
store and expanded with the opening of a second store in the King’s Road in July 2008, a
3rd Store in St. Christopher’s Place in 2011 and then in 2012 with the dual opening of our
Harrods concession and Japanese partner store. Our online store was opened late 2005.
Our specialist business may from the outside seem surprising but from the
inside we have the tangible proof to show that we are not only market
innovators but also have a business that is successful, profitable and
highly unique.
The Elliot Rhodes concept was born from a mix of our passion for belts, professional
experience, extensive research and an instinct for the significant changes occurring in
society and their effect on consumer spending preferences.
Our core belief starting out and remaining now is that the once distinctive brand is now so
oversold as to be ubiquitous and its purchase is in fact more a step towards conformity than
a step towards individuality. Consumers need to find more personal forms of self-expression
and to satisfy a variety of emotional needs through their shopping and brand choices. It is a
backlash of sorts against the mass-market influences that pervade our lives and an indication
of the desire to feel greater attachment to products purchased and shops frequented.
We are strong believers in the art of specialist retail because only in such dedicated
environments can one truly find great breadth of product offer, genuine depth of product
knowledge and an overall customer experience that far surpasses anything that can be
offered by a multi-product retailer.
Elliot Rhodes is a business that gives consumers a chance to be different and to personalize,
it is a business that not only satisfies basic needs but most importantly expands horizons,
changes perceptions and inspires its customers.
Elliot Rhodes has changed the belt buying market and now seeks to dominate its market
sector through further retail and wholesale expansion.
O U R V I S I O N . . . W H Y W E D O W H AT W E D O

11. Elliot Rhodes set out with the objective of elevating the status of the
belt from afterthought to essential and desirable accessory.
Our conviction was and is that the belt has been neglected in its role as accessory. As such not only is it rarely
visible but even when sought out by the consumer its limited range and uninspired manner of presentation is
such that its purchase is reduced to one based more on necessity than desire.
Such is the scarcity of choice that the majority of consumers, both men and women alike, have become
accustomed to owning maybe 2 belts and will buy on a replacement basis only. Their eyes have not been
opened to the possibility of using the belt as a stylish and fashionable accessory that can be varied according
to mood, dress style and occasion.
Elliot Rhodes exists to change consumer perceptions by not only offering a range of both belts and buckles that
is extensive, but also by displaying them in a stylish, exciting and desirable manner. We further differentiate
by separating the buying process into two parts - the choice of belt and the choice of buckle. No longer is the
consumer restricted to what is on offer, he can now choose the belt style of his choice and with his choice of
buckle can create his own personalized belt.
Add the dedicated and knowledgeable style consultants, the element of custom sizing and the ability to
continually interchange belts and buckles and you can better understand why this fully interactive customer
experience is one that engages for the long term and creates loyal and passionate followers.
O U R C O N C E P T. . .

12. Before Elliot Rhodes a consumer setting out
in search of a new belt would head to a shoe
shop, a single or multi brand clothes shop, a
leather goods shop or a department store.
Each of these outlets was and still is able to provide the
customer with a belt but they do little more. The customer
in most cases leaves feeling at best ambivalent about his
purchase if he makes one at all. The simple reason for this
is that the limited range on offer is unlikely to inspire the
consumer. Our market research shows that even the stores
that are most reputed for their belts rarely carry more than
10-20 different belt styles and often far less.
Although each of these retail outlets sell belts they are not
specialists and sell their products as much by default as
by design. Yes, the customer will find a black, a brown or
if they are lucky a tan belt but will it be exactly what they
wanted and really satisfy them in terms of product and
experience? Will they find a choice of leathers from matt
to shiny, from distressed to embossed to sueded? Will they
find the size they need or get the right advice? And what
if they are looking for a different colour or a
different width to suit a particular outfit? And we
have not even started thinking about the buckle
style yet - silver, gold, gun metal, brass, antique -
classic, elegant, contemporary, chunky, western,
engraved?
We would be the first to admit that many people
do not think twice about their belts, do not
remember where they last bought one or why.
But then why accept the status quo? Just because
this is the way it has been does not mean this
is the way it has to remain. People also used
to drink just black or white coffee - now it is all
about espresso, latte, cappuccino, macchiato...
It is all about choice and
opening consumer’s eyes
to hitherto unavailable
possibilities. Elliot Rhodes
has created that choice and
forced people to look at the
belt as far more than just an
item to hold up their trousers.
O U R D I F F E R E N T I AT I O N . . .

14. In September 2012 we opened our first full concession in Harrods.
It is a fully staffed concession operating out of 300 sqft of retail space
in the Designer Accessories department.
To launch this concession we had to look at the space parameters and structural constraints and adapt our
traditional display to come up with a new, exciting, space sensitive form of showing our extensive array of belts
and buckles.
We have consequently created derivative versions of this concept that can operate as both staffed and unstaffed
models. We have successfully launched in premium independent Psyche in the North of England, Switzerland’s
premium department store Jelmoli and will follow with an opening in Norway’s leading department store Steen
& Strom in January 2014.
Similar thinking has led us to rethink our display and offer in order to work more efficiently with retailers who
cannot afford dedicated space. In May 2013 we became a core brand in Selfridges’ newly launched men’s
belt wall where we are part of their multi brand belt offer, whereas for smaller boutique partners we have
created a stylish belt display box that offers a flavour of Elliot Rhodes for the smallest of spaces.
C O N C E S S I O N S & R E TA I L PA RT N E R S

18. Our aim is to work with a single dedicated partner in each territory giving them the latitude to
manage the growth, visibility and distribution of the brand through all available channels.
O V E R S E A S E X PA N S I O N
Case Study - Japan
By 2010 we felt that the Elliot Rhodes brand was ready for its first entry into an overseas market.
Having assessed the market and looked at the relative success of other brands we felt that Japan
was a country where the authenticity, quality and innovation of our brand would be fully appreciated.
Importantly we could see that the market for premium and luxury accessories was extremely well
established and in actual fact more evolved than our domestic UK market.
Our initial foray into the market was with a distributor who already had an established retail and
online presence and where Elliot Rhodes was at first offered uniquely through his multi brand online
channel. This then evolved by early 2011 into a stand-alone Japanese language Elliot Rhodes
website.
By late 2011 having fully tested the receptiveness of the Japanese consumer to the Elliot Rhodes
brand and product range the decision was taken to open a first retail outlet. This duly opened in
September 2012 in Osaka and is wholly owned and managed by our Japanese distributor under
a franchise agreement.

19. The initial limited agreement with our
Japanese distributor has now become an
exclusive agreement which allows him to
focus on 5 key growth channels:
R E TA I L
Plans for 15-20 stand-alone retail
stores under a master franchise
agreement.
W H O L E S A L E
Selling Elliot Rhodes products into
major department stores and retailers
C O N C E S S I O N
Establishing staffed/non-staffed
Elliot Rhodes concessions in major
department stores and airports
O N L I N E
Expansion of the Elliot Rhodes
online business
B E S P O K E / C O N T R A C T
Offering our design and manufacturing
skill to develop co-branded customised
product ranges for the corporate
market - Hotels, Corporate gifts etc…

20. We are pleased to offer a range of bespoke services adapted to the needs of individuals, groups and
companies alike. The bespoke process is a collaborative experience that blends your vision with our design
expertise, attention to detail and commitment to quality.
BESPOKE COMMISSIONS
A service for clients needing several of a uniquely designed belt, buckle or accessory style
BESPOKE COMMISSIONS FOR THE INDIVIDUAL
A service for when one unique belt or buckle is all you need.
CUSTOM SIZES AND SPECIAL REQUESTS
A service for clients requiring a non-standard size or looking for an adaptation of an existing style
Examples of our work
Private yachts and jets, country estates, luxury hotels, restaurants and bars, product launches and private
parties...basically any location or event where attention to detail is paramount and where style is imperative.
O U R B E S P O K E S E R V I C E S

22. How do you describe to people what you
do and your design style?
I tell them that I am a custom belt and buckle designer...
then when they look at me quizzically I explain the
whole Elliot Rhodes concept. My design style is one
based around presenting a palette of different colours,
textures and concepts that can be played with, mixed
and matched to create a style that is individual to each
consumer. I do not want to tell people what to wear, I
want them to help them discover their own individuality
and to express this through their belt.
I see no limitation as to where we can take belt and
buckle design – each day brings the opportunity to
experiment and redefine traditional ideas.
What sort of comments do you get
about your designs?
We’re often described as a candy shop for grown-
ups. When people discover our brand they are usually
fascinated by the fact that we make belts - and only
belts. They do love the quality and the choice and the
fact that the designs they’re wearing are pretty unique.
I think above all customers see that although we may be
pushing the envelope we are not doing so in a forceful
manner, but rather in a suggestive way...gradually
taking them on a journey. Everybody has a limit and it
is vital never to make someone uncomfortable with what
they are wearing.
D E S I G N E R Q & A

23. What is your background?
I have been involved in fashion and design since graduating from university even though I actually studied
Economics - but as it happens the most useful skills from my studies have always been my languages...nothing
is more important than being able to communicate with suppliers in their own language, it really helps create a
stronger relationship. But fashion is pretty broad and I started at the bottom learning how garments are created,
made, sourced and sold...invaluable skills that I have used every day since creating Elliot Rhodes. I always
knew I would move towards the luxury sector as in the end I just love making things that I feel proud of.
Why did you start doing what you do?
I was a frustrated shopper... the more I was looking for belts the less I could find them. Black, brown, sometimes
tan... that’s it! Belts have always been treated as an afterthought and used as a brand vehicle...nobody has
ever paid them due care and attention. I believed there could be more to it, that this was a product that could
be reinvented and glamorised, and that consumers with the right guidance could start to learn how important a
belt could be in creating their own individual style. I am also very anti brand – not that I do not like brands – but
I like brands that produce great products rather than just sell a logo. I think society has been moving away from
this for some time now which is where specialists come to the fore.
Which designers do you rate highly and why?
I would look no further than Giorgio Armani – this is a man who continually creates timeless collections that
cross generational barriers, allowing people to be fashionable but comfortably and unostentatiously so. Philippe
Starck also simply because he has been able to bring beautiful design to formerly dull utilitarian products.
Tell us about your design process from concept, production and to the shelves...
I find inspiration in all sorts of odd places – sometimes it is visual, sometimes tactile, and sometimes verbal.
Simply looking at the world around us whether that be nature, architecture, people, art and taking a grain of
an idea and then trying to understand how this might be interpreted through leather or metalwork. Nothing is
more important to me than colour and knowing when a new colour is relevant is just a gut feeling. I have to take
these ideas then source raw materials that can help interpret them...or sometimes it works backwards and you
find a wonderful material that you just have to find a way to use! Once these two bits of the puzzle are figured
out it is down to the practical and technical – getting items produced to the correct design and quality standard.
Standing in a factory fiddling with samples, watching someone stitch or polish...I work constantly with my

24. makers to try new techniques. But in the end products have to arrive on time and hopefully on budget too. The
best part of our business is that we work on small quantities. Individuality works with exclusivity and we want
our customers to know that the belt they bought is special and not one of thousands. We work only with small
factories where the craftsmen still create belts and buckles using traditional techniques and make and finish them
by hand.
How do you think your brand has developed?
Pretty well thankfully. For the past nine years, we’ve converted people to belts and we’ve elevated the status
of the belt from being an afterthought to being a key to dressing with taste, elegance, style and individuality.
I think we’ve proved that there is a demand for a specialist brand such as ours but most importantly we have
shown that through passion, education and specialisation you can inspire people to look at a product in a
whole different light. The fact that many of our customers ‘collect’ our belts and buckles bears testament to
their potential importance. Above all I am proud to be doing something different and to have taken some very
important steps in getting Elliot Rhodes to be considered the pre-eminent brand in its sector.
What are your main achievements and what do you aim to achieve now?
Past present and future
Well, creating Elliot Rhodes, establishing the brand and changing perceptions are things I am very proud of.
Everybody told me in the beginning I was crazy and no one ever believed a belt brand would survive – even
a year! We’ve proved them wrong and now it is all about seeing how far we can take things...both in terms of
retail expansion (I reckon there is room for about 50 stores around the world) and also in terms of design. If one
day we can be recognized as being a market innovator and the leader in our field then I will be happy.
Why do you think British design stands out?
We are lucky to have a long heritage of design to draw from and to live in a permissive society that allows
people to experiment with their ideas. British design tends to harness the past and reinvent it for the present
very effectively, it is not scared to shock and even though at its extremes it is far from commercial once carefully
interpreted good British design allows consumers to express their sense of individuality and quirkiness.

25. Nathan, Jason and Justin have known each other since 1984 when they met at
Marlborough College, a boarding school in the South West of England.
As fortune would have it they were the only children whose parents did not work in the more traditional fields
of law, finance, medicine or real estate. In fact it was rare coincidence that both families had a long history
of working in fashion and design. So a common bond was struck early on and in the intervening years the
three of them were first and foremost best friends with the oft discussed hope that one day they might put their
skills together in some form of business venture.
When in 2003 Justin came up with his slightly off the wall concept for Elliot Rhodes - there were but two
people who believed in its potential - and so this was the moment when the chance arose for a joint business
venture between the three friends. The early days saw Justin take the business from concept to reality with the
opening of the first two stores, but as the brand evolved it was clear that now all of their talents would be
needed full time to take things to the next stage. With thankfully complementary skill sets the three friends now
combine happily, forming a strong management team that leads by example, with passion, energy, integrity
and nearly always a smile!
Somehow or other the three of them still remain best friends!
ABOUT THE FOUNDERS

27. Creative Director - Mr Justin Rhodes
E justin@elliotrhodes.com
Wholesale director - Mr Nathan Diwan
E nathan@elliotrhodes.com
Finance Director - Mr Jason Diwan
E jason@elliotrhodes.com
GENERAL ENQUIRIES
E headoffice@elliotrhodes.com
T +44 20 7348 7869
PRESS ENQUIRIES
E elliot@elliotrhodes.com
T + 44 20 7348 7869
Elliot Rhodes Ltd
Unit 12, Broomhouse Studios
50 Sulivan Road
London SW6 3DX
United Kingdom
STORES (as October 2013)
79 Long Acre, Covent Garden, London,WC2E 9NG
55 Duke of York Square, Chelsea, London, SW3 4LY
14 Gees Court, St Christopher’s Place, London W1U 1JW
Harrods, Designer Accessories, London SW1X 7XL
Herbis Plaza, 2-5-25 Umeda, Kita-Ku, Osaka, Japan
www.elliotrhodes.com
www.facebook.com/elliotrhodes.belts
HOW TO CONTACT US

28. HARRODS
CHELSEA
COVENT GARDEN
ST CHRISTOPHER’S PLACE
OSAKA, JAPAN