Story

Jonny Drama Group is built on over 40 years of experience in UK fashion distribution. The company was founded by Robert de Keyser, who began his career as a chartered accountant with Price Waterhouse before moving into fashion in 1980. His first major achievement was securing the UK franchise for Louis Féraud, setting the foundation for a business focused on quality, strategy and long-term brand success.

In the mid-1980s, Robert became one of the first UK distributors to introduce leading American labels to the British market, including Nipon, JH Collectibles, Kasper and Leslie Fay, while also achieving strong results with renowned European houses such as Cerruti 1881. Through the 1990s, the company continued to grow, representing labels like Iceberg, Christian Lacroix and Joop! and later driving the rise of Rock & Republic in the UK. During this time, Robert de Keyser also introduced Victoria Beckham to the world of fashion  a moment that reflects the company’s instinct for identifying potential and shaping brand momentum.

Jonny Drama Group continues to build on its long-standing expertise while adapting to a modern retail landscape. We work closely with many of the best independent boutiques across the UK and Ireland, maintaining trusted, long-lasting relationships that support strong seasonal sell-through and brand loyalty.

Our network of regional agents further strengthens our outreach, ensuring each brand receives consistent representation, wider coverage and a tailored approach to every region.

We also operate a highly successful London showroom as well as our own Harrogate show, both of which have been instrumental in attracting top buyers season after season. These platforms allow us to present collections in a way that resonates with retailers, strengthens partnerships and drives meaningful growth for the brands we represent.

With a legacy built on experience and a forward-looking approach to fashion distribution, Jonny Drama Group remains committed to connecting exceptional brands with the right retailers and delivering results with integrity, expertise and passion.

Jonny Drama Group is a family company and Robert has now been joined by his daughter Lara who already has more than 10 years experience in the fashion business. Between them, they travel extensively sourcing the globe for new and exciting brands to add to the Jonny Drama portfolio.

Today, Jonny Drama represents brands from Brazil, USA, Canada, France, Spain and Germany, continually bringing new labels and evolving trends to its customers. The company has also expanded with a modern division featuring leisurewear and sunglasses.