Hope, an online fashion brand that targets women ages 50 and older, is now seeking £450,000 through its equity crowdfunding campaign on Seedrs. The launch of this funding round comes less than three years after Hope raised £561,600 through its Crowdcube initiative.
As previously reported, Hope was founded in 2015 by Nayna McIntosh and revealed that it embraces women of all shapes, sizes, and ages. The brand is particularly geared towards women over the age of 50 who are seeking clothing that will make them look great, feel fabulous, and comfortable.
“Hope understands this woman and celebrates ageless style by creating designs that help to flatter with a handwriting that is relaxed and unstructured, with a modern twist. We provide a capsule wardrobe with effortless outfit solutions. Our aim is to make her feel beautifully confident. Hope has a head start because so many brands still have this woman in their blindspot.”
Hope also describes itself as a brand looking to fill this void, targeting women who want to be on-trend, not past it. The company noted that it uses positive languages such as Super Slim, Slim, Curvy and Super Curvy, not numbers (8-20) or worse still letters (S/M/L/XL).
“Since testing the market with our launch in 2015 we have worked on refining our customer and product offer for women over the age of 50 to the point where we have now proven the concept and that there is a gap for the Hope brand. Tracking customers’ data against the relevant MOSAIC groups we have identified a target UK market 3.3M but right now we are talking to only 1% of them.”
In regards to what the funds from the Seedrs round will be used for, Hope added it plans to build on the base that has been built since launch through investing in digital marketing and opening up additional wholesale channels beyond the three committed locations. Since its launch, the funding round has raised nearly £270,000 from more than 30 investors. The company is offering 8.32% in equity at a £4,958,515 pre-money valuation. The campaign is set to close at the end of April.
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