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PITCH
The world’s first online Islamic fashion retailer, HijUp brings innovation to a fashion world that has long overlooked the huge potential of the Muslim market.
WHY?

Underdeveloped Muslim fashion industry

The fashion world has long neglected the needs of the 1.6 billion global Muslim population.

Few online options

Many Muslim women are frustrated by the lack of online shopping options for Islamic apparel.

World’s largest Muslim population

Indonesia has the world’s largest Muslim population.

MARKET

US$230 billion

Global Muslim spending on clothes

Founder Diajeng Lestari has said that HijUp’s target shopper is like herself: a modern, cosmopolitan Muslim woman.

PRODUCT
Online fashion mall and e-magazine for Muslim women, featuring brands from hundreds of designers. Via website and app (iOS and Android); ships globally.
Online fashion mall and e-magazine for Muslim women, featuring brands from hundreds of designers. Via website and app (iOS and Android); ships globally.
BUSINESS MODEL
As an online mall, HijUp connects Muslim fashion designers with prospective buyers globally. Designers can reach their target audience at a more affordable rate than by renting a physical store. For buyers, HijUp is the one-stop shop for everything related to Muslim fashion. HijUp earns its revenue through sales commission.

Read more

As an online mall, HijUp connects Muslim fashion designers with prospective buyers globally. Designers can reach their target audience at a more affordable rate than by renting a physical store. For buyers, HijUp is the one-stop shop for everything related to Muslim fashion. HijUp earns its revenue through sales commission.

TIMELINE

  • Launch
  • Growth
  • Recent Developments
  • Future Plans
  • 2011 - Launched HijUp, which stands for “Hijab Up” (just like to dress up), with 5 employees and 14 designers.

    Read in detail:

    The launch

    August, launched HijUp.com with 5 employees and 14 designers.

    • Diajeng Lestari launched HijUp, which stands for “Hijab Up” (just like to dress up), with a mission to make Muslim women feel more confident when wearing the hijab. She had grown tired of driving through Jakarta’s traffic to go to malls in search for suitable office wear that aligns with the rules of her religion. 
    • Diajeng rented a small space in Mampang Prapatan, Jakarta, and hired five technicians at the start of her business. HijUp also partnered with 14 designers, most of them friends of Diajeng’s.
  • 2012 - International expansion.

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    Expansion

    February, began shipping internationally.

    July, international sales reached 30% of HijUp’s total sales.

    December, launched model search campaign “HijUp Model Look” (HML).

    • As part of its commitment to support the local Muslim fashion industry, HijUp partnered with Dapur Film, Zaura Models Agency and Vicky Astro Photography in search of Muslim models. The model search campaign was open to all Muslim women, with or without the hijab, although preference was given to those who wear the hijab.
  • 2015 - Two seed funding rounds; hit 2 million visitors, 20% monthly growth.

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    Expansion

    2015, reached 2 million visitors

    • The largest source of traffic outside Indonesia for HijUp came from Malaysia, Brunei, Singapore, Australia, the US, England and several European countries. 
    • Since its first investment in February, the company had seen a four-time increase in sales and over 20% month-on-month growth.

    November, staff expanded to 90 employees.

    Fundings

    February, raised seed funding led by Fenox Venture Capital and Skystar Capital, with participation from global investors including 500 Startups.

    • The funds would be used to accelerate local growth, before expanding its services into international communities.

    June, raised another round of seed funding from Fenox Venture Capital, 500 Startups and EMTEK.

  • 2016 - Rebranding; participated in London Fashion Week, represented Indonesia at Google Developers Launchpad Accelerator.

    Read in detail:

    Expansion

    February, unveiled HijUp exclusive collection at London Fashion Week; rolled out new HijUp logo.

    • Showcased four Indonesian Muslim fashion designers at London Fashion Week. 

    June, represented Indonesia at Google Developers Launchpad Accelerator.

    • HijUp, Talenta, Jarvis Store, Ruangguru, IDNtimes and CodaShop were selected to represent Indonesia in the second Google Developers Launchpad Accelerator program in the US. HijUp was the only Muslim fashion retailer to join the program.
  • Recent Developments

    HijUp is an international Islamic online fashion mall with brands from around 200 fashion designers. The company employs 120 employees, of which 80% are female.


  • Future Plans
    Continue to expand internationally and introduce Indonesian Muslim fashion designers to other parts of the world.
Updated: 06/2016
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