NOT JUST A LABEL
NOT JUST A LABEL is a London-based digital platform founded in 2008 that connects over 50,000 emerging fashion designers from 150+ countries with 80,000+ industry insiders and consumers via virtual showrooms, directing traffic to designers' own stores under a $150/year membership model.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What NOT JUST A LABEL does
NOT JUST A LABEL (NJAL) is a London-headquartered digital platform founded in 2008 by Stefan Siegel that connects over 50,000 emerging fashion designers from 150+ countries with a global audience of more than 80,000 industry insiders including stylists, buyers, press, and consumers. The platform operates as a digital atelier where each designer creates a virtual showroom, showcases an archive of collections, and links to their own e-commerce store — NJAL no longer intermediates transactions following a 2026 pivot away from its prior marketplace model, instead directing visibility and traffic to designers' own stores so they retain 100% of margins, customer relationships, and data. The underlying technology is an open-source web platform supplemented by 360-degree live-stream capabilities for events and direct shop integration features; no public API or SDK is offered.
NJAL monetizes through a $150/year paid membership tier (with a free basic tier retained for early-stage designers), paid NJAL Creative services acting as an outsourced creative director for cities and consumer brands (clients include NYCEDC, Dubai Design District, City of Berlin, LA Original, Zara, Mercedes-Benz, Electrolux, Zalando, Alcantara, Maison Assouline), upcoming IP Marketplace and Talent Agency offerings, and large-scale physical events such as the 12,000 sq ft Dubai Design District pavilion, a 6,000 sq ft Waldorf Astoria Made in NY pop-up, and Berlin Fashion Week exhibitions. The business is privately held by founder Stefan Siegel, has 11-50 employees, dual headquarters in London and Los Angeles, and has raised only one disclosed funding round of $1M from C Ventures in 2017.
NOT JUST A LABEL firmographics
Firmographics- Name
- NOT JUST A LABEL
- Legal name
- NOT JUST A LABEL Ltd.
- Website
- https://notjustalabel.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NOT JUST A LABEL is a London-based digital platform founded in 2008 that connects over 50,000 emerging fashion designers from 150+ countries with 80,000+ industry insiders and consumers via virtual showrooms, directing traffic to designers' own stores under a $150/year membership model.
- Ownership category
- akta.pro rank
NOT JUST A LABEL industry classification
Industry- Product category
- Online Fashion Marketplace
- SIC
- Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
Keywords
Where NOT JUST A LABEL is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
NOT JUST A LABEL business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Designer Membership Fee: NJAL implemented a small yearly membership fee ($150 per year) for designers who wish to remain part of the creative community and receive enhanced visibility. This membership fee sustains the platform and reinvests into developing the platform and creating more opportunities for designers.
- Showcase & Sell (Former Marketplace): Previously a commission-free marketplace where designers could sell directly to consumers. The marketplace model was discontinued in 2026. Now directs traffic to designers' own online stores without taking commissions or transaction fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Basic/Free Tier - Designer Discovery |
| Subscription | Annual | Premium Membership - Enhanced Visibility |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
NOT JUST A LABEL product offering
Product offeringCore offering
NOT JUST A LABEL (NJAL) operates a digital marketplace and discovery platform connecting over 50,000 emerging fashion designers from 150+ countries with global consumers and industry buyers. Designers create virtual showrooms to showcase collections, while the platform directs consumer traffic to designers' own online stores without taking commissions. NJAL also provides access to 80,000+ industry insiders (stylists, buyers, press) and facilitates over $50 million in deals annually.
Product overview
NOT JUST A LABEL (NJAL) is the world's leading digital platform for emerging fashion designers, representing over 50,000 designers from more than 150 countries. The core offering is the NJAL Designer Platform — a web-based marketplace and business directory where designers create individual virtual showrooms, showcase collections, and direct consumers to their own online stores (eliminating commissions since NJAL no longer intermediates transactions). The platform integrates several products: The Shop (a curated marketplace directing traffic to designers' own e-commerce), Designer Profiles/Virtual Showrooms, Editorial/Features Content (curated by fashion journalists across categories like Designers, Events, Industry, Innovation, and Opportunities), the Buyer Relations Network (connecting designers with 80,000+ industry insiders and facilitating $50M+ in deals), the Stylist Network (facilitating celebrity and editorial styling collaborations), Physical Events & Pop-Up Activations (global retail activations including major pop-ups in Dubai, New York, and Berlin), NJAL Membership/NJAL+ (a paid tier at $150/year offering enhanced visibility), and NJAL Creative (outsourced creative director services for cities and brands including an upcoming IP Marketplace and Talent Agency). The platform operates on open-source software and was founded in 2008 by Stefan Siegel, with offices in London and Los Angeles.
Differentiator
Problem solved
Functional benefit
Products and services
- NJAL Designer Platform The core digital platform and business directory enabling 50,000+ emerging fashion designers from 150+ countries to create virtual showrooms, showcase collections, connect with a global audience, and drive traffic to their own online stores.
- The Shop A curated e-commerce marketplace showcasing hand-picked contemporary luxury fashion from emerging designers. NJAL no longer intermediates transactions; instead it directs consumers to designers' own e-commerce sites without commissions.
- Designer Profiles / Virtual Showrooms Individual designer profile pages serving as personal virtual showrooms where designers showcase collections, share brand stories, and link to their own external e-commerce stores.
- Buyer Relations Network Networking service connecting NJAL designers with 80,000+ industry insiders including stylists, buyers, and press. Has facilitated $50M+ in deals with 600+ monthly buyer requests.
- Stylist Network Networking service facilitating connections between NJAL designers and high-profile stylists and celebrities, with pieces featured on Lady Gaga, Lewis Hamilton, and in music videos and editorial spreads.
- NJAL Creative (Outsourced Creative Director Services)
Quantifiable outcome
- Over $50 million in deals facilitated through NJAL's network
- +4 more outcomes
Companies that use NOT JUST A LABEL
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles4 records
NOT JUST A LABEL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NOT JUST A LABEL partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered major, core, flagship and minor.
- The Voice (NBC)majorVoice x NJAL competition where selected designers' work will be prominently featured on The Voice contestants, reaching 8.5 million weekly TV + streaming viewers and 2.6 million Instagram followers. Designers gain exposure through dedicated Digital Pop-Up Store.
- Net-A-PortercoreFor sixteen years, NJAL has been the go-to platform for top industry names such as Net-A-Porter to scout the next big thing in emerging fashion talent.
- SelfridgescoreNJAL has been the go-to platform for top industry names including Selfridges to discover emerging designers for their luxury retail offerings.
- Dover Street MarketcoreNJAL serves as talent discovery platform for Dover Street Market's buyer teams seeking unique emerging fashion talent.
- ZalandomajorFor five seasons, Not Just A Label teamed up with Europe's leading online platform Zalando to bring fresh talent to the spotlight. Together they showcased diverse emerging designers creating fashion that is forward-thinking, locally crafted, and rooted in sustainability.
- NYC Economic Development Corporation (NYCEDC) - Made in NYflagshipNJAL launched its first retail space in New York City with a 6,000 square foot pop-up at the iconic Waldorf Astoria as part of NYCEDC's 'Made in NY' initiative. Featured 100 of NYC's most notable emerging designers over three weeks, supporting growth of local fashion, manufacturing, and creative industries.
- Dubai Design District (d3)flagshipNJAL made its physical retail debut in the Middle East at Dubai Design District. A 12,000 square-feet immersive experience pavilion hosted 400 emerging designers from over 50 countries worldwide. Over 21,000 visitors in opening weekend with sales exceeding expectations.
- LA Original (Mayor's Fund for Los Angeles)majorThrough partnership with LA Original, NJAL has opened cities like Los Angeles to NJAL designers, connecting them with over 20k manufacturers. Regular symposiums, conferences, and retail activations challenge existing structure through education and strategy.
- ZaraminorZara has used NJAL for outsourced creative direction for new products as part of their client roster.
- Mercedes-BenzminorMercedes-Benz has engaged NJAL for outsourced creative direction, leveraging NJAL's design talent network.
- ElectroluxminorElectrolux has used NJAL for outsourced creative direction, accessing NJAL's platform of 50,000+ designers for innovation projects.
- AlcantaraminorAlcantara has partnered with NJAL for creative direction services, utilizing NJAL's designer ecosystem.
- Maison AssoulineminorNJAL has designed unique stores and retail experiences for luxury brands including Maison Assouline.
- Cities of Los Angeles, New York City, Detroit, and VeniceflagshipMajor cities have invited NJAL to make their cities desirable again through urban regeneration initiatives, fashion events, and creative activations. NJAL serves as outsourced creative director for cities and regions.
- Dubai's Design DistrictflagshipDubai's Design District asked NJAL to curate a fresh and interesting new destination, establishing NJAL as a major creative force in the Middle East.
- City of BerlinmajorThe City of Berlin challenged NJAL to revolutionize the tedium of established Fashion Week events, resulting in multi-sensory exhibitions during Berlin Fashion Week.
- The Voice Wardrobe Team (Erin Hirsh)majorErin Hirsh, Head Costume Designer and Fashion Director with decades of experience designing for world tours, award shows, and artists like Rihanna and Lady Gaga, leads the team selecting NJAL designers for The Voice.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
NOT JUST A LABEL competitors and assessment
Company assessmentDirect peers
- Farfetch: Global online luxury fashion marketplace connecting independent boutiques and emerging designers with consumers worldwide. Most comparable to NJAL as a platform aggregating luxury and emerging fashion, though Farfetch operates at significantly larger scale and intermediates transactions.
- The Folklore: B2B-focused luxury fashion marketplace curating emerging and independent designers for retail buyers and consumers. Highly comparable to NJAL given similar focus on emerging designer discovery, curated luxury positioning, and global designer base.
- Etsy: Global marketplace for independent creators including a substantial fashion and apparel category. Comparable to NJAL as a discovery and sales platform for independent designers, though Etsy takes commissions and operates at vastly larger scale with a broader craft/home goods mix.
- Depop: Peer-to-peer fashion marketplace (owned by Etsy) focused on independent and emerging designers, particularly resonant with Gen Z. Comparable to NJAL given its independent designer focus and social-discovery-led model, though Depop skews more toward resale and streetwear.
- Vestiaire Collective: Global marketplace for pre-owned and new luxury fashion with strong emerging designer curation. Comparable to NJAL as a luxury fashion marketplace with curated independent designer presence and an authentication-led trust model.
Broad incumbents
- Moda Operandi: Online luxury fashion retailer offering pre-order access to emerging and established designer collections. Comparable to NJAL through its designer-discovery function and luxury positioning, though much larger and with direct transactional retail.
- SSENSE: Canada-based global luxury and emerging designer fashion e-tailer. Comparable to NJAL given its support of avant-garde and emerging designer brands, though SSENSE operates a full transactional retail model at much larger scale.
- Zalando: Europe's largest online fashion platform and former NJAL partner (5 seasons). Comparable as a discovery and distribution channel for emerging designers, though Zalando is far broader in scope across mainstream fashion categories.
- Spring (Tmall Global): Earlier online fashion marketplace acquired by Kering/Tmall that aggregated emerging designers for global consumers. Comparable historical reference point for NJAL's now-discontinued marketplace model and emerging-designer aggregation strategy.
Emerging players
- Pattern Brands: Aggregator brand-building company that acquires and scales emerging direct-to-consumer brands. Comparable to NJAL through the talent agency and emerging-designer incubation angle, though Pattern operates a brand-ownership model rather than a marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NOT JUST A LABEL social profiles
Digital presenceNOT JUST A LABEL financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOT JUST A LABEL leadership team
Management profileNumber of profiles
Profiles1 record
NOT JUST A LABEL funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOT JUST A LABEL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOT JUST A LABEL
What does NOT JUST A LABEL do?
NOT JUST A LABEL (NJAL) operates a digital marketplace and discovery platform connecting over 50,000 emerging fashion designers from 150+ countries with global consumers and industry buyers. Designers create virtual showrooms to showcase collections, while the platform directs consumer traffic to designers' own online stores without taking commissions. NJAL also provides access to 80,000+ industry insiders (stylists, buyers, press) and facilitates over $50 million in deals annually.
Is NOT JUST A LABEL a public or private company?
NOT JUST A LABEL is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NOT JUST A LABEL founded?
NOT JUST A LABEL was founded in 2008. It employs 11 to 50 people.
Where is NOT JUST A LABEL based?
NOT JUST A LABEL is headquartered in London, United Kingdom, in the Europe region.
How does NOT JUST A LABEL make money?
Two revenue lines are on record. Designer Membership Fee is the primary driver. The others are showcase & Sell (Former Marketplace).
Who are NOT JUST A LABEL's main competitors?
Direct peers on record are Farfetch, The Folklore, Etsy, Depop and Vestiaire Collective. Broad incumbents are Moda Operandi, SSENSE, Zalando and Spring (Tmall Global). Pattern Brands is listed as an emerging player.
Does NOT JUST A LABEL have an API?
No public API is recorded for NOT JUST A LABEL.
What industry is NOT JUST A LABEL in?
NOT JUST A LABEL's product category is Online Fashion Marketplace. Its primary akta.pro industry code is CRAFABAA, Fashion & Accessories Marketplaces. Its SIC code is 5600.