Hēdoïne

Idea

Introduction

Just a few years ago we launched Hedoine to solve the many, many problems with tights. The ladders, the sagging, the itching, the seams and the pressure marks… as well as the endless waste! We don’t think any item in your wardrobe represents throwaway fashion culture more than tights. Often, they don’t survive a single wear and millions end up in landfill every year. From day one, we’ve made tights more durable by using high quality yarns and special knitting techniques. In the past year we’ve also intensified our focus on the eventual end of life of tights with the launch of our recycling programme as well as our sell-out-success biodegradable tights collection (which degrade within 3-5 years in landfill as opposed to decades otherwise!). Since 2019 we have launched two world firsts, positioned ourselves as innovation leaders and have sold over 100,000 pairs of tights - and we will continue to innovate until we change the entire industry worldwide.

Monetisation strategy

We have already proven our concept and are in pre-Series A stage. We have sold over 100,000 pairs of tights since launch in 2019 and generated over £2.2 million in revenue*, despite the global pandemic and Brexit obstacles. Over 90% of our sales are direct sales through our Shopify store www.hedoine.com, which we promote via organic and paid channels.

We pursue an omnichannel strategy and cooperate with selective distribution partners such as Selfridges and KaDeWe (wholesale), and Flink (quick delivery service), however, our core remains D2C.

Furthermore, we have a tights subscription service that we plan to expand. This ensures our customers always have the tights they need on hand, with flexible frequency intervals and the possibility to change products along the way.

Our goal is to make Hedoine a global £100m+ brand and we believe we are well-positioned to achieve that goal.

*Based on unaudited Management Accounts