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Hēdoïne

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Hēdoïne is fighting throwaway tights culture with award-winning, ladder-resistant & biodegradable tights.

103%
 - 
8 days left
£750,014 target
£778,789 from 228 investors
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Business overview

Location London, United Kingdom
Social media
Website hedoine.com/
Sectors Clothing & Accessories Non-Digital Mixed B2B/B2C
Company number 11509037
Incorporation date 9 Aug 2018
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Investment summary

Type Equity
Valuation (pre-money) £6.3M
Equity offered 11.06%
Share price £22.22
Tax relief

EIS

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Business highlights

  • Innovation leader with biodegradable & ladder-resistant tights
  • Fast-growing female-led D2C >100k tights sold since 2019
  • Loyal community - c. 30% repeat sales and very good ratings
  • Experienced team backed by strong investors & advisors
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Key features

  • Secondary Market
  • Seedrs nominee min. £22.22 +
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  • Idea
  • Key Information
  • Investor Perks
  • Team
  • Updates
  • Investors 228
  • Discussion
  • Documents

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.

INVESTING SHOULD BE FOR EVERYONE:
WHY WE’RE CROWDFUNDING
Our next step in taking Hedoine higher than our shaping waistbands. We want to make investing accessible to everyone and give you, our incredible community, the opportunity to invest in our growing female-led business.
We’re crowdfunding for 3 key reasons:

1. To make investing more accessible to everyone, especially women (Studies have shown that men are at least twice as likely to make investments than women and that over half of women in the UK have never owned any investments!)

2. To empower our community to grow with us and get your slice of the cake

3. To rapidly progress our journey toward completely revolutionising the hosiery industry globally

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

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Investing carries risks, including loss of capital and illiquidity. Please read our Risk Warning before investing.

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 £6,263,596

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.

Learn more about pitch type on Seedrs

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.

Learn more about Custodian here

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 shareholding type is available and the minimum investment required to select it.

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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.