How did House of CB go from an eBay side hustle to a global fashion brand worn by Beyoncé and the Kardashians? Here's the full story of the label and its founder.
House of CB: The Story Behind the British Luxury Womenswear Brand
Few fashion brands have a founder story quite as striking as House of CB's. What began as a teenager selling wholesale dresses out of her bedroom has grown into a global womenswear label worn by some of the biggest names in music and entertainment, generating hundreds of millions in annual revenue. Here's the complete story of how House of CB became one of Britain's most recognizable fashion exports.
What Is House of CB?
House of CB is a British luxury womenswear brand headquartered in London, known for its figure-hugging, corsetry-inspired silhouettes and statement event wear. The brand's signature aesthetic centers on an hourglass silhouette, designed to give wearers a flattering, confidence-boosting fit across everything from bandage dresses to bridal wear, swimwear, and lingerie.
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| Image Source: https://app.houseofcb.com/ |
From an eBay Bedroom Business to a Global Fashion Label
House of CB was founded by Conna Walker, who started the business at just 17 years old with a loan of a few thousand pounds from her father. Walker had no formal fashion training and no corporate background; instead, she began by sourcing wholesale party dresses from manufacturers in China and reselling them on eBay under the name Celeb Boutique, running the entire operation, orders, packaging, and shipping, by herself from her bedroom in East London. In 2014, the label rebranded from Celeb Boutique to House of CB, marking its shift from reselling to designing its own in-house collections.
Example: How Organic Celebrity Styling Became the Brand's Biggest Growth Engine
A clear example of how House of CB scaled so quickly is the brand's early, deliberate strategy around social media and celebrity visibility. Rather than relying on traditional advertising, Walker leaned heavily on organic influencer marketing before it became a mainstream strategy, using platforms like Instagram to build direct relationships with her growing customer base. Over time, that approach translated into genuine celebrity adoption, with the brand's designs worn by Beyoncé, Jennifer Lopez, and members of the Kardashian family, without the brand paying for those specific placements. This organic, celebrity-driven visibility became one of the biggest engines behind House of CB's growth, helping the label build a loyal, multi-million-strong social media following largely through word of mouth and styling moments rather than conventional marketing spend.
From Side Hustle to a Multi-Million Pound Company
The brand's growth has been dramatic by any measure. By around eight years after launch, House of CB had expanded to more than 40 retail locations and pulled in tens of millions in annual profit. According to Walker, the company's turnover eventually reached roughly a quarter of a billion pounds in a single year, a remarkable trajectory for a business that began as a single teenager's side hustle. Walker has credited part of that growth to her decision to bring production in-house by owning her own factory, giving the brand tighter control over design, quality, and turnaround time as it scaled internationally.
Retail Expansion and Global Presence
House of CB has continued to grow its physical retail footprint alongside its online business, with stores across the UK and US, and a flagship location on London's Oxford Street. The brand has also expanded into new markets, including plans for further international locations, while continuing to stock its collections through major retail partners like Nordstrom and Selfridges. The company has celebrated milestones along the way, including revisiting its original bandage dress designs from the archive to mark 15 years in business.
Conna Walker: The Woman Behind the Brand
Walker has spoken candidly about her retail roots, noting that her parents ran a secondhand market stall in East London, giving her an early, informal grounding in retail even before she started her own business. She's described her entire fashion education as self-taught, learning sourcing, branding, and marketing through trial and error rather than formal training. Her achievements have been recognized industry-wide, including a spot on a Forbes 30 Under 30 list, and she continues to run House of CB alongside a second venture, the jewelry brand Mistress Rocks, splitting her time between London and Los Angeles.
Watch: Conna Walker on Building House of CB
FAQs
Who founded House of CB?
House of CB was founded by Conna Walker, who started the business at 17 years old, initially reselling wholesale dresses on eBay under the name Celeb Boutique before rebranding to House of CB in 2014.
What is House of CB known for?
The brand is known for its figure-hugging, corsetry-inspired silhouettes designed to create an hourglass effect, particularly its bandage dresses and event wear.
Which celebrities have worn House of CB?
House of CB has been worn by Beyoncé, Jennifer Lopez, Kylie Jenner, Chrissy Teigen, and members of the Kardashian family, largely through organic styling rather than paid placements.
How did House of CB start?
The brand began in 2009 as an eBay business called Celeb Boutique, started by a then-17-year-old Conna Walker, who sourced wholesale party dresses from manufacturers in China and sold them from her bedroom in East London.
Does House of CB have physical stores?
Yes, House of CB operates more than 40 retail locations across the UK and US, including a flagship store on London's Oxford Street.
People Also Ask
What does CB stand for in House of CB?
CB stands for Celeb Boutique, the brand's original name before it rebranded to House of CB in 2014.
Is Conna Walker still the owner of House of CB?
Yes, Conna Walker remains the founder and CEO of House of CB, continuing to run the company alongside her jewelry brand, Mistress Rocks.
Where is House of CB headquartered?
House of CB is headquartered in London, England.
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