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For The Creators

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For The Creators is a circular fashion platform on a mission to reinvent maternity fashion forever.

138%
 - 
Funded 27 Dec 2021
£130,004 target
£180,563 from 122 investors
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Business overview

Location Winchester, United Kingdom
Social media
Website forthecreators.co/
Sectors Clothing & Accessories Digital B2C
Company number 12914205
Incorporation date 29 Sep 2021
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Investment summary

Type Equity
Valuation (pre-money) £1.7M
Equity offered 9.58%
Share price £7.65
Tax relief

EIS

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Business highlights

  • Featured in Elle, OK! Magazine, Metro, Womens Health & Stylist
  • Backed by Founding Member of high profile private equity firm
  • 670% YoY sales growth since launch in Nov 2020 without any paid marketing
  • 40% month-on-month returning customer rate
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Key features

  • Secondary Market
  • Seedrs nominee min. £15.30 +
  • Pay by Bank payments not accepted
  • Idea
  • Key Information
  • Team
  • Updates
  • Investors 122
  • Discussion
  • Documents

Idea

Introduction

Taking on the billion-dollar global clothing rental market, For The Creators is on a mission to reinvent the way women shop for maternity and postnatal fashion.

We believe that pregnant women and the environment are being let down by fashion. Lack of choice, and no single place to shop make dressing during pregnancy & postpartum a frustrating, wasteful, and expensive experience.

Following the birth of her first child in 2020, Founder Lyndsay witnessed firsthand how much money women are forced into spending on maternity clothing. Having to buy clothing that doesn’t fit their style and will only fit their changing body for a short period.

The Solution? A circular fashion platform that focuses on curating the best of maternity and postnatal fashion in a single destination. We enable women to build their maternity wardrobes in a way that suits them. Women can rent their maternity wardrobe, or purchase barely used clothing from the best maternity brands and across the high-end high street.

Substantial accomplishments to date

From a small 10 piece rental collection in Nov 2020, we’re now listed as one of the top fashion rental platforms in the UK. Lyndsay has taken a problem that millions of women experience every year and created a powerful business that’s making waves in the fashion industry. For The Creators is giving confidence to a community of women at a time when they should feel their most powerful and most beautiful.

- Listed as one of the Top 10 UK Fashion Rental Platforms by Elle Magazine.

- Established exclusive rental partnerships with the country’s most highly recognised maternity brands.

- Driven over 25,000 unique users to our platform without any paid marketing support and maintained a 40% returning customer rate.

- Developed (launching in early 2022) a proprietary peer to peer fashion marketplace specifically for maternity and postnatal clothing.

- Achieved a 1.6x higher conversion rate than the industry average (2.6% vs 1.6%).

- Achieved over £30,000 in Gross Sales in the past 11 months with no paid promotion or team.

- Launched an exclusive pre-loved partnership with maternity activewear brand Natal Active in partnership with Women's Aid.

- Promoted and loved by influential mums (with no spend) including Amy Lane (Executive Editor of Women's Health), The Enchanted Nanny (Parenting Coach) & BBC’s Nichola Ludlam-Raine.

- Planted over 2,000 trees across the world and offset 39 tonnes of carbon by planting 5 trees for every order.

Monetisation strategy

We are incredibly proud of the growing and loyal customer base we have built in such a short space of time. Seeing 40% of our customers return to our platform MoM is a testament to how women are using our platform habitually.

We plan on generating revenue in 3 ways:

- Women can rent from their favourite brands for a fraction of the cost to buy new. The addition of our subscription service in Q1 2022 will enable women to build monthly collections of their choice as they progress through pregnancy and postpartum.

- Via our Outlet, women can purchase barely worn clothing from their favourite brands. In Q4 2021 we intend to launch the first peer-to-peer marketplace specifically for maternity and postnatal that will enable women to buy, and sell, to other women.

- In line with the launch of our subscription service, we will be collaborating with select brands to build sponsored partnerships to bring our customers products and services that will support their maternity and postnatal journey.

Use of proceeds

We’re on a mission to become the global leader in maternity fashion, championing women across the world. The past 12 months have proven that For The Creators is a service that women have been crying out for. We have the brand, we have the product, now, we need to build market share, and expand our team to capitalise on our growing momentum.

Your investment will go towards 4 key areas to further drive the awareness of our brand as the leading destination for maternity and postnatal fashion in the UK

- Building out our team including a CTO, COO, Marketing Manager, and Customer Success Manager.

- Continuing to develop our proprietary technology including an App, AI Styling experience, and revolutionary sizing tool.

- Activating our marketing plan to generate cost-efficient customer acquisition through strategic B2B-B2C partnerships.

- Continue to build exclusive rental partnerships with the leading maternity and high-end high street brands

Key Information

Debt

The company has a £20,000 loan from a Family Member which doesn't accrue interest and will be repaid out of revenue when the business is deemed to be in a position to do so.

The funds from this round will not be used to repay this loan.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £1,699,998

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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