The story of Mosaic Fashions can be tracked back to 1991 when Michael and Maurice Bennett founded Oasis Stores. Four years later (in 1995) Oasis Stores Plc. was floated on the London Stock Exchange.
In April 1998, Oasis expanded its range of operations with the acquisition of the fashion brand Coast, thereby becoming a multi-brand company.
In November 1999, Derek Lovelock was appointed CEO to facilitate the succession of the founder owners.
In January 2001 the whole company was put up for sale and in September 2001 the management team of Oasis Stores Plc, led by the CEO, acquired the company through Sierra Acquisitions Ltd. and took it private. The offer was supported by PPM Ventures, the private equity division of Prudential plc. Subsequently, Sierra Acquisitions Ltd became a wholly-owned subsidiary of Sierra Holdings Ltd.
In November 2003, a secondary management buyout supported by Baugur Group hf. and an investor group led by Kaupthing Bank hf. acquired Oasis and Coast from PPM Ventures. For that purpose, Mosaic Fashions (then Noel Ltd.) was established.
In June 2004 Noel Ltd. acquired Karen Millen and Whistles (at which point the name of the company was changed from Noel Ltd. to Mosaic Fashions).
In 2005 Mosaic Fashions hf. was listed on the OMX Exchange, Iceland. The Shoe Studio Group acquired Warehouse and Principles and adopted Rubicon Retail Ltd as the name of the holding company.
In 2006 Mosaic Fashions hf. acquired Rubicon Retail, including Warehouse, Principles and Shoe Studio.
In October 2007, Mosaic Fashions was de-listed from the Nordic Stock Exchange.
In December 2007, Mosaic Fashion acquired the niche eveningwear brand Anoushka G.
In January 2008, Mosaic Fashions disposed of its interest in Whistles.