The company is based in High Wycombe, Buckinghamshire, with a distribution centre in Dunstable.

When bought by Merchant Retail Group plc in 1991, it was originally called EauZone.

Eauzone had six stores but three were closed down immediately, with only Guildford, Portsmouth and Basingstoke being retained.

It became a classic brick and mortar operation with both high street shops and a website.

The project was initially trialled with 11 stores including Aylesbury, Milton Keynes, Bury, Glasgow, and Westfield London.