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In 2004, when Justin Elliot 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 – our spiritual home in Covent Garden was our first which opened in 2004 and this was followed in 2008 by our Chelsea store and then St Christopher’s Place in 2011. In 2012 in our first foray overseas we opened our store in Osaka, Japan. In addition to our own stores our belts can now also be found in several department stores as well as premium independents.

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 our 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.

From the outset we wanted to reassure our customer of the authenticity and integrity of our products and to this day 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’.

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