Indonesian modest fashion e-commerce leader Hijup to launch in UK ‘in next ten days’ post-Haute Elan acquisition

Photo: HijUP collection in 2015. Courtesy HijUP.com

LONDON - Jakarta-based modest fashion e-commerce website Hijup will launch in the United Kingdom within the next ten days, its new UK partner Haute Elan told Salaam Gateway following the announcement yesterday that the Indonesian brand’s owner, Aidijuma Colors Group, had acquired a majority stake in the London-based e-retailer.

Haute Elan founder and CEO, Romanna Bint-Abubaker, told Salaam Gateway the Haute Elan brand will be dropped.

“[The launch of Hijup will take place] probably in the next week or so; we are finalising all the details and the technical teams now. So, within the next seven to ten days you will see the Haute Elan brand dropped as the main brand and moved to Hijup and you will start to see all the Hijup products on the platform [available in the UK within that timeline],” said Bint-Abubaker on the sidelines of London Modest Fashion Week, which Haute Elan organises.

“Haute Elan will become a sub-brand, a luxury part of [the website]; and maybe [it will continue to represent] events,” she added.

Declining to disclose financial details of the deal with Malaysia-based Aidijuma, Bint-Abubaker revealed the acquisition will see her assume a new role.

“Our technical and operations team will [now] run out of Jakarta in the Hijup offices [as the lead holding partner],” she said. “I’ll remain on, but as the director for the UK and international markets outside of Asia.”

Bint-Abubaker will be working closely with Aidijuma founder and CEO Norjuma Habib Mohamed, Hijup’s CEO Diajeng Lestari and COO Akli Djumadi.

“Aidijuma is facilitating the deal – the financial partner – while Hijup is the head brand,” said Bint-Abubaker.

Aidijuma’s stake in Haute Elan takes its total venture capital investment to date to $20 million, it said in a statement yesterday. Apart from Hijup and Haute Elan, Aidijuma has also invested in Brunei’s event organising company and retailer BIFASH, Singapore e-retailer MODESTyle, and Malaysian cosmetic and skincare brands Simplysiti and Zawara.

GLOBAL AMBITIONS

The business is now eyeing new markets.

“A lot of it is about being able to bring on partners who can help me achieve the dream of having a global platform – without all the burden and responsibility on me. It’s a shared kind of stress that is growing our business at this stage," said Bint-Abubaker.

Haute Elan launched in September 2013. In April 2016 it announced a seed funding of $1 million from a Singapore investor.

“Hijup obviously has so much experience in the e-commerce market and product development, so exactly what we need; that support that will let us accelerate to achieve our goals faster,” added Bint-Abubaker.

Hijup became Indonesia’s first B2C modest fashion e-commerce business when it launched in 2011. In February 2015, it won its first round of funding, for an undisclosed amount, from international investors 500 Startups, Fenox and Skystar Capital. In July of the same year it announced a second round of seven-figure seed funding from the returning Fenox and 500 Startups as well as Emtek, indonesia’s largest media group.

For its new business in partnership with Haute Elan, Bint-Abubaker said the UK remains the number one priority, with a second 2018 edition of London Modest Fashion Week confirmed for September. The Middle East will follow.

“The UK is a priority market to get saturated here, and then after that definitely the Middle East will be on our radar.”

The new business is also eyeing new markets in Europe and the United States.

“For us, it means having the resources in order to grow globally and to help us to expand to new markets in Europe and the United States, allowing us to market better in the United Kingdom and Europe.

“It’s hard when you’re alone; it’s such a lonely journey, so having the partners really helps.”

(Reporting by Rachel McArthur; Editing by Emmy Abdul Alim emmy.alim@thomsonreuters.com)

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