Modest fashion brand Hijup gears up for UK expansion

By

Barbara Santamaria

Published
Jul 5, 2018

Hijup, an Islamic fashion e-commerce brand, has launched a UK strategy that will see it open its first bricks-and-mortar concept store and a number of pop-ups in London.

The Indonesian modest fashion retailer has recently launched its online store Hijup.co.uk and joined the London Eid Festival on 23 June with a fashion show at Westfield shopping centre in Shepherd’s Bush.

This was the UK debut for the retailer, set up by Hijup and Aidijuma Colors Group of Companies, and a chance to present collections by its most popular brands Dian Pelangi, Vivi Zubedi, Jenahara and Ria Miranda.

The modest fashion segment has been thriving in the UK in recent years, and is forecast to grow by 50% by 2020. Growth is being fuelled by the emergence of online brands, and a surge in modest fashion options in Western stores including Marks & Spencer and Mango.

There also seems to be more platforms for these brands to showcase their collections, such as the modest fashion show held at Westfield to celebrate the end of Ramadan.

These factors are creating lucrative opportunities for brands in the segment, like Hijup.

"Hijup UK will be the first modest retail group to create retail revolution through the online merging offline platform which includes the breakthrough concept of having a mobile store to complement the consumer shopping experience,” said Norjuma Habib Mohamed, founder and CEO of Aidijum Colors Group, which holds the majority stake in Hijup UK.

“We have a clear vision and that is to bring fashionable modest wear to women wherever they are, through multiple retail platforms and at competitive prices.

“There is a growing market for modest wear and we are making it even more accessible and mainstream in more and more markets to cater for the needs of women while developing the brand.”