AMII

What AMII does

Amiishop is a direct-to-consumer e-commerce fashion retailer operating under Fuxin Trading Co., Limited, a private limited company registered in Hong Kong (Kwun Tong, Kowloon). The company sells exclusively through its own online storefront at amiishop.com, targeting women consumers in France and the European Union with boho-inspired apparel and accessories — a catalog of more than 1,325 SKUs spanning accessories, dresses, jewelries, jumpsuits, pants, swimwear, and seasonal/occasion collections such as Vacation Outfits and a Happy Women's Day line. The platform is built on a commodity WordPress + WooCommerce stack, accepts a broad range of payment methods (Visa, Mastercard, PayPal, Apple Pay, Google Pay, Alipay, UnionPay, and others), and offers free standard shipping on orders over €100 with €9.99 standard and €14.99 express options below that threshold.

The business model is straightforward unit-priced retail: one-time purchases denominated in Euros, with individual products ranging from approximately €8 (e.g., ceramic necklace sets) to €100+ (e.g., rhinestone platform wedges), and a 14-day return policy in line with EU consumer law. The company markets through organic social media (Facebook, X, Instagram, Twitch), SEO-optimized category and product pages, and an affiliate program that recruits external publishers and influencers on a commission basis. There is no disclosed funding, no management team information, no headcount, and no public revenue figures; ownership appears founder-controlled and the business operates without institutional investment.

Amiishop positions itself around eco-friendly, artisan-crafted fashion, claiming collaborations with unnamed global artisans and use of sustainable materials such as natural fibers, organic cotton, and recycled fabrics. It is GDPR-compliant under French privacy law and ships only within the EU — geographic concentration that simultaneously defines the addressable market and the regulatory perimeter. There are no patents, trademarks, awards, acquisitions, or restructuring events disclosed in the available data.

Name

AMII

Legal name

Fuxin Trading Co., Limited

Website

https://amiishop.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Amiishop is a Hong Kong-registered direct-to-consumer e-commerce retailer selling 1,325+ boho-inspired women's fashion SKUs exclusively through its WooCommerce storefront to consumers in France and the EU.

Ownership category

akta.pro rank

Product category

Online Women's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athleisure & Performance Apparel Retail (CRAAABAE)

Keywords

• Women's fashion e-commerce
• Boho clothing retail
• Vacation resort wear
• Fashion accessories online
• Swimwear and beachwear

Headquarters

HQ city

Foshan

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Direct Product Sales: Amiishop generates revenue through direct retail sales of fashion products including accessories, dresses, jewelries, jumpsuits, pants, and swimwear. All transactions are one-time purchases denominated in Euros (€). The company offers free standard shipping on orders over €100 and charges €9.99 for standard shipping on orders under €100, plus €14.99 for express shipping.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Amiishop is a direct-to-consumer online fashion retailer that sells boho-inspired women's apparel and accessories through its own e-commerce storefront at amiishop.com. The catalog spans accessories, dresses, jewelry, jumpsuits, pants, swimwear, and vacation/resort collections, with 1,325+ SKUs priced in Euros and shipping to France and EU countries. The company emphasizes eco-friendly materials and collaborations with global artisans.

Product overview

Amiishop is a women's fashion e-commerce platform specializing in boho-inspired clothing and accessories. The platform offers a unified shopping experience across nine main product categories: Accessories (bags, hats, jewelry, footwear, belts), Dresses (midi, maxi, casual, and boho styles), Jewelries (earrings, bracelets, necklaces, anklets), Jumpsuits (casual, ballroom, wide-leg designs), Pants (wide-leg, harem, leather, knit styles), Swimwear (bikinis, one-pieces, cover-ups), Happy Women's Day Collection (sweaters, cardigans, special occasion wear), Vacation Outfits (resort-themed fashion), and a general Vacation Collection (tank tops, printed jackets, blouses). The store also features individual fashion items with detailed product pages including size guides, color options, and pricing ranging from 8€ to 98€. Amiishop promotes eco-friendly practices using sustainable materials and collaborates with artisans globally. The platform offers free shipping on orders over $100 and serves customers in France and European Union countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Accessories Women's fashion accessories including bags, hats, jewelry, footwear, waist chains, necklaces, bracelets, and earrings with boho and nature-inspired designs such as rattan bags, straw hats, and shell elements. Offered to individual consumers shopping for vacation, beach, and casual styling.
• Dresses Boho-inspired dresses ranging from midi to maxi lengths featuring tie-dye prints, geometric patterns, floral prints, and kimono-inspired styles. Available to women shoppers seeking casual, vacation, and beach-ready dress styles.
• Jewelries Fashion jewelry including earrings, bracelets, necklaces, anklets, and rings featuring baroque pearls, shell elements, coral designs, starfish motifs, and zircon embellishments. Targeted at women seeking boho and beach-inspired jewelry pieces.
• Jumpsuits Casual and elegant jumpsuits including ballroom sequined styles, wide-leg designs, backless halter options, and resort-style wide-leg pants jumpsuits for women.
• Pants Wide-leg pants, harem pants, leather pants, knit wide-leg pants, and casual trousers in various prints and solid colors for women.
• Swimwear Beach fashion including bikini sets, one-piece swimsuits, cover-ups, and beach dresses in various prints and styles for women.
• Vacation Outfits Vacation-themed fashion including knitted cardigans, sequined tops, printed jackets, and two-piece suit sets for resort wear targeting women.
• Vacation Collection Resort and vacation clothing including tank tops, printed jackets, hollow vest tops, loose shirts, and embroidered lace tops for women.
• Happy Women's Day Collection Special occasion collection featuring sweaters, cardigans, mini dresses, and pants designed for Women's Day celebrations.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Global Artisans (unnamed)coreStrategic or Co-development PartnerAmiishop collaborates with artisans from around the world who share the company's passion for green initiatives. These artisans possess exceptional craftsmanship and prioritize eco-conscious practices, combining traditional techniques with innovative design concepts. The collaboration focuses on material sustainability and environmental friendliness while preserving traditional crafts.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• ASOS: UK-based global online fashion retailer targeting young women with a broad assortment of dresses, accessories, and trend-led apparel. Highly comparable to Amiishop's DTC e-commerce model and women's fashion focus, though serving a much larger global market.
• Free People: Boho, vintage-inspired women's apparel and accessories retailer (owned by URBN). Directly competes in the boho/vacation/resort aesthetic that defines Amiishop's assortment, including dresses, jumpsuits, swimwear, and jewelry.
• Anthropologie: URBN-owned women's fashion and lifestyle retailer emphasizing boho, artisan, and globally-inspired apparel and accessories. Direct aesthetic overlap with Amiishop's resort/boho positioning, though trading at a much higher price point.
• Showpo: Australia-based DTC women's fashion retailer emphasizing trendy, occasion-driven apparel at accessible prices. Comparable on DTC e-commerce model, social media-driven acquisition, and women's fashion focus.
• Boohoo: UK-listed fast-fashion group covering Boohoo, PrettyLittleThing, and Karen Millen targeting young women with trend-led apparel. Comparable in DTC model, low-to-mid price tier, and women's fashion focus.
• NA-KD: Sweden-based DTC women's fashion retailer operating across Europe. Highly comparable on geography (EU-centric), DTC model, broad women's apparel assortment, and mid-market price positioning.
• Lulus: US-based DTC fashion retailer focused on dresses, special occasion wear, and contemporary women's apparel. Comparable on DTC e-commerce model, women's fashion positioning, and occasions-driven merchandising.
• Shein: China-based ultra-fast-fashion DTC retailer offering women's apparel and accessories at very low price points globally. Closest direct competitor on price tier, SKU breadth, and DTC e-commerce model, though at vastly greater scale.
• Princess Polly: Australia-born DTC women's fashion brand strong on social media and influencer-driven marketing. Comparable on DTC channel, women's fashion focus, and reliance on Instagram and affiliate marketing.

Broad incumbents

• Zalando: Europe's largest online fashion platform with a massive marketplace of brands and third-party sellers. Broader incumbent operating in the same EU women's fashion market and offering a competing discovery and conversion destination for Amiishop's target shopper.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AMII