Having spent a decade working in corporate environments, former solicitor Sonica Beckmann created House of Kind as a workwear brand that challenges old boys’ club culture. Over the past two years it has seen strong growth, driven by its affordable luxury tailoring and subtle design details that signal allyship between women. Here, the founder shares the story behind the launch, what the brand does differently and why it’s a natural fit for boutiques…
What is your career background?
I’m originally an England and Wales qualified solicitor and spent over a decade working in senior legal roles within multinational organisations before becoming head of legal. I come from a low-income background and was the first in my family to attend university, so building that career was something I worked incredibly hard for.
Becoming a mother made me reflect on the environments I had worked in – particularly traditional, male dominated spaces – and the traits often rewarded within them. It also made me think about the kind of world I wanted my daughter to grow up in, and my determination that she should not have to navigate the same challenges.
I thought a lot about how isolating those environments can feel. I did not want other women to feel lonely in the boardroom or like they had to navigate those spaces on their own.
That was the turning point. I wanted to create something that supports women – not just in how they show up professionally, but in how they feel, fostering a sense of connection and quiet solidarity. That is where the idea of incorporating subtle, recognisable details came from, so women can identify one another as allies without needing to speak.
Describe the collection and why it works for boutiques.
The collection is centred around affordable luxury tailoring designed to move seamlessly from boardroom to bar, with refined, feminine silhouettes that feel polished without being corporate or boxy.
At the heart of it is our Nine2Wine approach, with versatile separates and hero pieces like The TrailBLAZER®, which can be styled in multiple ways across the day. There is a strong emphasis on quality fabrics, thoughtful construction and inclusive sizing, so the pieces feel elevated but accessible.
What sets the collection apart is the storytelling within each garment. We incorporate subtle, recognisable design details – from bespoke linings to symbolic motifs – that signal allyship between women, giving each piece an emotional connection as well as a functional one.
For boutiques, it offers a clear point of difference. It sits comfortably in the affordable luxury space and comes with a strong narrative that resonates with modern, values led customers.
The pieces are versatile and designed to build as a capsule, encouraging repeat purchases, while the purpose driven element and charitable partnerships give retailers a meaningful story to share in store.
How has the brand evolved since it first started?
The brand has evolved naturally as I have grown in confidence as a founder and designer. Initially, I was still looking at workwear through a more traditional, often male lens of what is considered appropriate. Since then, there has been a real shift.
I’m now designing from the perspective of what we actually want to wear. That has meant rethinking what ‘Nine2Wine’ dressing looks like, with a focus on comfort, ease of movement and how busy our lives really are, without compromising on polish.
The pieces feel more contemporary, with feminine cuts and effortless silhouettes, while still maintaining the quality fabrics and thoughtful design details that are central to the brand.
Signing with Scott Henshall has also been an exciting step, bringing a new level of creative direction and helping to refine the collections as we continue to grow.
What are your best-sellers and why do they resonate?
Our best-selling pieces are the MA Legacy Blazer and The Goddess Blouse. The blazer offers a strong, tailored silhouette that gives instant polish, with a level of comfort that makes it genuinely wearable all day. It feels powerful without being restrictive.
The Goddess Blouse has been key in shaping our summer range. It is softer and more fluid, with a flattering cut that feels effortless and works just as well with tailoring as it does on its own.
Both pieces perform well because they reflect how women actually want to dress now. They are versatile, easy to mix and match, and balance comfort with polish.
They have also helped define the direction of the collections, with the blazer anchoring autumn/winter and the blouse informing a lighter feel for summer.
What sets House of Kind apart?
Firstly, we design with a very specific purpose in mind, which is to create a sense of connection and quiet solidarity between women. The subtle, recognisable design details within each piece allow women to identify one another as allies, which is not something you typically see in womenswear.
Everything is also designed through the lens of real life. I am not designing for an idealised version of a woman or a traditional corporate standard, but for how we actually live and work. That means pieces that move with you, feel comfortable and transition easily from day to evening, without losing polish.
We sit in a considered space, offering affordable luxury, with a strong focus on quality fabrics, tailoring and finish at an accessible price point.
Beyond the product, the brand is very values led. Our partnerships and approach to growth are rooted in supporting women’s independence, representation and equality. It is built into the business model.
What’s the biggest lesson you’ve learned as a founder?
To trust my own perspective. In the early stages, it is easy to look outward and feel like you need to follow what has already been done. I definitely fell into that at times and spent money on external consultancy that, in hindsight, was not aligned with the vision of the brand.
What I have learned is that the strength of the brand comes from its authenticity. The more I have leaned into my own experiences – my background in law, becoming a mother, understanding how women move through their day – the stronger and more resonant the brand has become.
I have also learned the importance of putting myself out there. As a lawyer, I was very much behind the scenes, so building a brand has required a real mindset shift and getting comfortable being visible and sharing the story more openly.
What kind of stockists are you looking for, and how do you support them?
We are looking to partner with boutiques that align with our values and understand their customer – those that champion contemporary womenswear, appreciate quality and storytelling, and are interested in brands that offer more than just product.
House of Kind works well in spaces with a strong focus on community and a curated edit, particularly within the affordable luxury space.
We take a very hands on, collaborative approach. We provide clear brand storytelling, styling guidance, merchandising ideas and content, so teams feel confident presenting and selling the collection.
We also promote our stockists through our own channels and community, and work closely with partners on in store events to drive engagement and footfall.
What’s been your proudest moment so far?
There have been a few, but the proudest has been seeing the brand recognised not just for the product, but for its purpose. Being awarded Retail Partner of the Year by Dress for Success Greater London was incredibly meaningful, and being shortlisted for awards such as the Drapers Conscious Fashion Awards and TheIndustry.fashion People, Planet and Purpose Awards has been a real validation of what we are building.
On a personal level, seeing women wear the pieces and connect with the message has been very special. Whether that is a customer sharing how confident they feel, or recognising another woman wearing the brand, those moments really bring to life what I set out to create.
How are you building brand awareness?
We are building awareness in a way that feels genuine and aligned with the brand. We have partnerships coming up with influencers and celebrity supporters who connect with what we stand for, alongside pop ups and in person moments to meet customers directly and build community.
A key milestone for us is showcasing our collaboration with Scott Henshall at Source Fashion, introducing the brand to a wider audience.
A lot of our growth is also coming through word of mouth. The quality of the product and the purpose behind it are driving repeat customers and organic awareness, alongside our ongoing charity partnerships.
What’s next for House of Kind?
The ambition is to grow House of Kind into a global brand, recognised not just for the product but for what it represents. It started as a challenge to the old boys’ club but has evolved into something much bigger. I want it to be a marker of kindness and community, creating a network of supportive women through fashion with the right balance of activism.
If you spot our signature purple heart on the back of a sleeve, the message is simple: you are safe with me. I want House of Kind to be a marker of a good human, rather than an emblem of how much money someone has in the bank.
Alongside this, we are continuing to expand the product offering and are working on introducing more sustainable fabric options as the brand grows.