The Runaway Coast Story

Originally founded in 2009 in the picturesque English seaside town of Aldeburgh, Runaway Coast began with Claudia’s passion for creating beautiful, breezy fabrics and charming homewares infused with British seaside charm. A move from London in 2008 with her young family to the quiet Suffolk Coast having led marketing and buying for consumer retail brands, inspired her to start creating her own designs. The very essence that we sit eating fish and chips on the beach in the cold wind surrounded by the rugged beauty of the British Isles, and return year after year to make family memories sums up the spirit of coastal living Claudia wanted to encapsulate into the brand - a relaxed sophistication where the salty air, rolling waves, and windswept landscapes come together to inspire a sense of freedom and escape, where time briefly stops and relationships matter even more. 

A Story of Resilience, Reinvention, and the Essence of British Coastal Living

After a career in retail leadership and a transformative journey through the pandemic, Claudia relaunched lifestyle brand Runaway Coast in 2024, inspired by the beauty and simplicity of British seaside living. Combining her experience in business, her passion for coastal life, and a deep commitment to sustainability, Claudia’s vision is stronger than ever.

From Closing Doors to Rediscovering Purpose

Like many retailers, Runaway Coast has faced significant financial challenges during its journey and was forced to close its doors in 2014. Rather than viewing it as a setback, Claudia used this time as an opportunity for learning, reflection and reinvention. Drawing on her resilience and her deep understanding of retail, she began reimagining what Runaway Coast could become.

“This pause gave me time to reflect on what Runaway Coast truly stood for, and how I could build something more meaningful once we reopened one day,” Claudia said. “It wasn’t just about creating a brand; it was about fulfilling the complete vision of what coastal living and Runaway Coast really means—a balance of beauty, sustainability, and appreciation for the moments that matter.”

A Journey of Leadership, Resilience, and Reinvention

Claudia’s expertise comes from leading buying and marketing teams at retail chains such as The Great Little Trading Company, Brora Cashmere, Notcutts and Frosts, where she honed her skills in curating collections from home, gardens to fashion, that customers love. But her resilience was truly tested during the pandemic when she became Chief Executive of two struggling zoos, both of which faced enormous financial pressure as COVID-19 forced closures. Claudia’s determination, and strategic vision, helped ensure that these beloved institutions didn’t fail during covid, securing their future through some of the toughest times the industry has ever faced.

“This experience solidified my belief in the power of community and resilience,” she explains. “I knew that with the right focus and determination, one day I could relaunch Runaway Coast stronger than ever before.”

A New Vision: Sustainability and Coastal Living

Claudia’s determination to build her business tool box further, resulted in her also earning herself an MBA with distinction, and as a result, she has approached the relaunch of Runaway Coast with renewed financial vigour, expertise and a commitment to sustainability. With a strong sense of responsibility for the environment, influenced by her four years working with a zoological charity, Claudia has rebuilt the brand with a focus on eco-friendly practices.

With support and encouragement from her husband, David, and their children, Runaway Coast has relaunched and been re-envisioned as more than just a retail brand—it’s a celebration of the rugged beauty of the British Isles, a commitment to protecting nature, and a way to inspire others to reconnect with family, tradition, and the world around them.

 

’We have replanted the seeds, but there is a considerable journey ahead to fully realise the full vision for the brand. We are very lucky to be supported by a fantastic team.

At our first show back in Aldeburgh last August, it was wonderful to reconnect with many of our original customers. Several shared how, ten years later, they still have the designs they purchased in daily use, while young adults popped by and fondly remembered their childhood duvets and giant cushions.’

Runaway Coast is dedicated to designing fabrics and crafting products that encapsulate the essence of coastal living, with designs inspired by the salty air, rolling waves, and windswept landscapes of the British coast. It offers a lifestyle of relaxed sophistication, where time seems to slow down, and life’s simple pleasures—like family, nature, and connection—become the focus, and in turn our designs become entwined in these memories.

  

 

Thank you for supporting us - Wherever your journey takes you, we hope Runaway Coast inspires you to embrace the coastal lifestyle and enjoy life’s simple pleasures.

And whatever your design project - inside or out - let us breathe fresh sea air right into the heart of it. 

To contact us  - Please email hello@runawaycoast.com