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.
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.