Your cart

Your cart is empty


Alyssa and Lily moved to London in 2020, relocating from the US for their respective careers in the fashion industry. 

We instantly bonded over our love of travel and the many local brands and boutiques we've discovered along the way.  We were surprised to find that the London retail market was oversaturated with high street brands, and it was increasingly difficult to find unique styles and up-and-coming labels within prominent neighborhoods.  Almost instantly, we recognized an opportunity to bring emerging designers, independent international brands, and individuality back into the fashion scene in London. 

ROVE opened its doors in June 2023, and we couldn’t be more excited to share our vision with you.  ROVE, meaning ”a wandering journey to new and unknown destinations," embodies our love of exploration, community building, and a desire to inspire and empower women.  From the very beginning we knew we wanted to create a space where people could come together, discover new brands, and offer customers a chance to express themselves in a way that feels authentic. 

We are committed to supporting independent designers from around the world and bringing their unique and fresh perspectives to the forefront.  Our collection is thoughtfully curated to showcase a variety of styles, from bold & edgy to feminine & classic, ensuring that there is always something for everyone. 

We invite you to join us on this journey and explore the carefully selected pieces that represent who we are, our vision, and our values.