Apricot37 reviews
This score is based on 37 genuine reviews submitted via BritainReviews since 2019.
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I buy a lot for work and the school run; clothes arrive quickly, fit reliably and wash well. The fit especially is spot on, and returns — when needed — aren't a faff.
Good feel, small fit
Felt soft and nice on, actually glad about the material for lounging. But sizes run tiny. I returned one and they quietly took £3.99 off my refund—wasn’t warned about that at all, really.
A bit of a saga
Oddly, all sorted in the end, relieved — I needed it for a move and was panicking. Emails bounced, online form failed, couldn't phone them, they finally replied
Unexpected hassle mid-move
Needed a replacement quickly during a move, so I ordered one — it arrived faulty. Their lack of replies and only partial refund forced me to dispute with my bank. Not pleasant, made the move unnecessarily stressful, really.
Almost lost hope
I nearly gave up at first — messages went quiet and the sizes were muddled — but when someone finally sorted it and sent the right dresses, I actually breathed a sigh of relief. Had worse mix‑ups with other shops, so that felt proper satisfying.
Ended up sorted, but awkward process
it ended okay — refund finally arrived after chasing. I’d ordered a dress for work and returned it, and for a while I heard nothing; website message and email got no replies, which was stressful. Glad it resolved, but their contact and speed need work.
That moment of relief
Chest tightened until I lifted the box, then realised — this actually helps. Needed a firmer cushion after a bad move and sore back; their support team sorted a swap, quality was solid. Quietly pleased, will buy again.
Unexpected style win
I popped into the Merryhill shop today to grab some smarter bits for a new job and ended up staying longer than planned. The assistant who helped me — bubbly, silver bob and patient — talked me through shapes I’d never tried and nudged me to look at things I wouldn’t normally pick. The clothes feel great on, soft fabrics, easy fit and comfortable for a full day. Not perfect — one jacket sat a tad odd on the shoulder — but overall brilliant help, I appreciated it.
Spotted the silence early
website messages vanish, no replies and no automatic refunds. Bit annoying, but glad I spotted the silence early and could pick someone better.
A calm bit of retail brilliance
tidy shop, friendly staff. Monika stood out. She quietly helped me and another customer in the fitting rooms, spotted an issue with the fit and suggested a dress that actually worked. I bought it. That attention to detail and calm, skilled service made the trip worth it. Been in retail myself, so I know genuine service when I see it — quietly impressive and human.
Halfway up the high street
Halfway up the high street I stopped and grabbed a pair of wide-leg trousers in Apricot on Broadway, Bradford; I wasn't sure, but they looked smart and I needed something for meetings and running errands (and to feel like a grown-up). My doubts weren't silly — within minutes creases appeared round the crotch, waist and knees and they just looked tired. Tried to swap them in-store, was told I couldn't because I'd worn them. Email to Apricot offered no real help or alternatives. I'm skint since COVID so replacing them isn't possible; bit annoying.
Nice knit, awkward delivery
I almost didn’t buy this because I worried about sizes and delivery — my friend (she’s in her eighties and not online) had loved the QVC one but it was sold out, so I found this site and it was cheaper. I ordered, nervous about whether it’d fit and whether the colour would be the same. It arrived ages later than I expected, which was annoying, and the tracking online wouldn’t load so I emailed customer service and got no reply. That said, when it did turn up it was lovely — soft, good weight, she wore it straight away and was chuffed. So good product, poor handling of the delivery and queries.
Not coming back
I won't be shopping here again. I first spotted Apricot on Instagram and even tipped a mate to check their dresses — silly me. I ordered a dress, it didn’t fit, I sent it back and then waited. Weeks went by with no refund. They told me they never received the parcel and asked for proof, which I then got from the post office (weirdly quick, they gave me a clear delivery note). I emailed all that to Apricot and... crickets. I chased them a few times, no proper reply. The only surprising bit was how easy the carrier made proving delivery; shame the shop didn’t bother to look. So yeah, disappointing, and a bit annoying.
Half unwrapped, half satisfied
By the time I unwrapped it, I was already annoyed. I started using the item the day it arrived last week and at first glance the finish and weight felt decent — not premium, but solid enough. It fits where I wanted it, the texture is what I expected and it works as intended, so functionality is fine. The problem was the ordering and delivery. My order originally qualified for free delivery, but one item was suddenly marked unavailable only after confirmation, which pushed me below the threshold and a delivery charge appeared. I had the same problem placing a replacement, with no phone number to sort it quickly. Email support took over a week and blamed me, despite the clear timeline. I had to return to the store and that was time-consuming; staff were indifferent. Useful product, poor service.
Lovely clothes, frustrating checkout
the product itself is fine, but everything around buying it felt clunky and, honestly, risky. I placed an order on a quiet evening, entered my delivery address and carried on with whatever else I was doing. Seconds later I noticed the confirmation email and my heart sank: the delivery address was an old one I haven't lived at for years. I must have mis-clicked or the site autofilled oddly, but still — that's on the checkout flow to make clearer.
Cute clothes
I really enjoy going to that shop! They've got the most adorable clothes for everyone, it's like a sweet shop for clothes! Unfortunately, there isn't one in my city, so whenever I'm in Bath I always make sure to pop in. But if I can't make it, I just order online and it arrives super quickly and on time!
Bunch of clothes
I ordered a load of clothes online and they arrived really quickly. I had to send some back because they didn't fit, but they processed my refund really fast which was great.
Dresses
The dresses I ordered were really nice and fit me perfectly! They looked exactly like the pictures online. Also, I received updates on my order and could track my delivery, which was amazing.
Easy website, great clothing, quick delivery
I recently bought something from this brand for the first time and I have to say, I was really impressed. The website was easy to use, they had a good range of clothes to choose from, and my order turned up super fast. The dress I got was just right for me and great quality. I will definitely be coming back for more shopping in the future.
Colourful top
The sales advisor was really helpful in getting me the exact colour I wanted because it was only online. She was very informative and polite the whole time. The product arrived in just two days and I am so happy with it.
About Apricot
Those who are looking for some new clothes have ample shops that choose from. But which one is the best option? One of the many possibilities is provided by Apricot. But what can you expect from their clothes? How comfortable will their clothing be? Will their shirts look as good on you as they do on the models on the pictures? How long will the clothes last? Will it take Apricot long to deliver the items to your home? And what will their customer service have to say if you have any kind of problem or complaint? Will they stay friendly if you have a question? Do some investigation by reading the reviews that were left here by real customers of Apricot. The experiences, comments, opinions and remarks described by these customers are the best way to find out what kind of shop Apricot really is. Afterwards, you will be able to make up your own mind about shopping at Apricot.
About Apricot
Apricot is a shop that offers clothes. They are well known for their signature prints. Its main shop is located in central London, but they also have over 500 standalone stores and concession locations. In their shops, they offer all sorts of clothes like tunics, trousers, playsuits, coats, blouses, tops, shirts, jackets, cardigans, leggings, skirts, jumpsuits, shorts, jeans and more. They have a separate category of dresses like bodycon dresses, tea dresses, skater dresses, swing dresses, shirt dresses, shift dresses, maxi dresses, going out dresses, midi dresses and tunic dresses. But they also offer fashion accessories like purses, jewellery, hats, bags and scarves. Their trends include graceful florals, urban forest, woodland prairie and retro varsity. Don’t forget to take a look at their section of seasonal reductions. There, you can find some nice discounts and special offers that can save you quite a bit of money.
Services of Apricot
You can order Apricot’s products by selecting them on their website and putting them in your online shopping bag. Apricot will make sure that the product arrives safely at your house. Their standard delivery will take about 3-5 working days and is free for every order over £50. If you’re in a hurry, you can make use of their UK next day delivery. And Apricot also offers European delivery. On their website you can find a list of companies they ship to. Apricot also has a customer service that you can contact in case of any problems, questions or complaints.
Complaints, Compliments and Tips for Apricot
Does your wardrobe already include shirts, dresses or other fashion supplied by Apricot? Then we would like to hear all about your personal experience. Did they deliver your order within the delivery period that is stated on their website? How comfortable are their dresses and tops? Are their trousers and bags also durable? And what is your opinion on their customer service? Leave a customer review and don’t hesitate to share your experience and opinion with potential customers of Apricot.
How will Apricot's dresses, shirts and shirts look on you? Read customer reviews about their fashion with Apricot's signature prints.
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Contact Information
Unit 2, 50 Eagle Wharf Road
N1 7ED London
United Kingdom
Categories Apricot
Online shopping | Fashion Reviews & Experiences
Page Statistics
Last update: December 2025
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Review with most votes
Nothing to mistrust on this fa
I find Apricot highly relevant to modern day fashion, designer clothes and everything trending or leading today's world. It is indeed an achievement. I came to know that they ... Read onBy: Jane Austin