About Us

FYFO (Fuel Your Fashion Online) started life as a small, family run business set up by myself, Wanrong Ma, and my supportive husband, Dr Martin Lott. We started off by selling affordable footwear on eBay and Amazon through our Miss Shoes brand. In a few short years, Miss Shoes became one of the leading footwear players in this space, and what had started as my typical female love of shoes quickly turned into a viable business, and the rest, as they say, is history.

From there we have branched out into clothing and accessories for men, women and children as well as our fantastic range of shoes. Today, we have a team of 20 all based in the fine city of Norwich.

Our Values

At FYFO we simply believe in providing our customers with the latest fashion trends and must-haves as quickly, easily and affordably as possible. It really is that simple.

Contact us

Details of how to get in touch with FYFO HQ are below:

Registered Office and Warehouse

FYFO, Unit 164, Hellesdon Park Ind Est, Norwich, NR6 5DR


0203 086 8305  Mon - Fri - 9:00am - 5.00pm


If you have a general enquiry  - info@fyfo.co.uk

If you have a query about an order you’ve placed - sales@fyfo.co.uk