Hedoine

What Hedoine does

Hedoine (Hēdoïne LTD) is a London-based premium hosiery brand founded in 2017 by Alexandra Tymann and Anna Alexanian, with first product shipping in late 2018. The company designs and sells tights and adjacent legwear — including the Bold (ladder-resistant, 20–100 denier), the Nude (5 skin-tone shades), the Biodegradable (Amni Soul Eco yarn), the Drama and Untamed fishnets, the Charmer leggings, and the Bump maternity range — built on proprietary 3D knitting technology using Italian yarns with seamless, gusset-free construction and a shaping waistband. A Victoria Beckham collaboration extends the line into designer-tier capsule product. The technical foundation is the ladder-resistant knitting process and the Amni Soul Eco biodegradable yarn, with manufacturing in Italy and the UK; the company holds OEKO-TEX Standard 100 certification and a 100% Vegan claim.

The business operates a direct-to-consumer e-commerce model exclusively — no wholesale or third-party retail — selling at premium unit prices of approximately $48–$56 for core tights and up to $130 for the Victoria Beckham edition. Revenue mechanics combine one-off purchases, bundle pricing (10–20% off), and a Subscribe & Save subscription program offering 15% off recurring shipments, supplemented by a Hedoine Unveil mystery box. Free shipping is offered in the UK and Germany with global shipping available elsewhere, indicating a sequenced European distribution rollout. The customer base spans fashion-conscious women, expecting mothers, brides, professional women, and eco-conscious consumers. The company is small (1–10 employees), privately held, has raised a single $660,952 round in August 2020 led by the Greater London Investment Fund, and has been recognized with the Red Dot Design Award Best of the Best and Walpole Brand of Tomorrow.

Name

Hedoine

Legal name

Hēdoïne LTD

Website

https://hedoine.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Hedoine is a London-based premium hosiery brand selling ladder-resistant tights and adjacent legwear for women, built on proprietary 3D knitting technology and Italian yarns, distributed exclusively through direct-to-consumer e-commerce across the UK, Germany, and globally.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through hedoine.com selling tights, leggings, knee-highs, and socks at price points ranging from $15-$130. Offers one-time purchases and subscription options.
2. Subscription Service: Subscribe & Save program offering 15% discount on recurring deliveries with free shipping for subscriptions of 2+ pairs. Customers can choose delivery frequency of 1, 2, or 3 months and can change tights with each delivery.
3. Bundle Sales: Volume discounts on multiple pair purchases: 10% off 2-3 pairs, 15% off 4 pairs, 20% off 5+ pairs. Automatic discount applied at checkout.
4. Collaborative Products: Premium collaborations such as Victoria Beckham Monogram Tights priced at $130, representing a licensing/collaboration revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Hedoine designs, produces, and sells premium fashion hosiery and legwear — primarily ladder-resistant, seamless tights — via its own e-commerce store. The portfolio spans sheer and opaque tights in multiple deniers, five tone-matching nude shades, biodegradable tights, fishnet tights and knee-highs, seamless leggings, maternity tights, plus a Victoria Beckham collaboration and accessories (Guppyfriend washing bag, satin pouch). Customers can purchase single pairs, bundle volumes with automatic discounts, or subscribe to recurring 1-, 2-, or 3-month deliveries at 15% off with free shipping on qualifying orders.

Product overview

Hedoine is a fashion hosiery company offering a portfolio of innovative legwear products centered around their core technology: ladder-resistant, seamless tights made using 3D knitting technology. The product lineup includes The Bold (ladder-resistant tights in various deniers from 20-100), The Nude (tone-matching nude tights in 5 shades covering 25 skin tones), and The Biodegradable (world's first biodegradable and ladder-resistant tights using Amni Soul Eco yarn). Beyond tights, the company has expanded into fishnet tights (The Drama, The Untamed), leggings (The Charmer collection), maternity tights (The Bump), and accessories (satin pouches, Guppyfriend washing bags). The company also offers a Victoria Beckham collaboration and a subscription/mystery product option. All products share common features: seamless construction, shaping waistbands, ladder-resistant technology, and sustainable production in Italy and the UK using recycled water and OEKO-TEX certified materials.

Differentiator

Problem solved

Functional benefit

Products and services

• The Bold Ladder-Resistant Tights (20–100 Denier) Hedoine's signature ladder-resistant and seamless shaping tights made with 3D knitting technology and super-fine Italian yarns, available in 20, 30, 50, 60, and 100 denier weights with high- and low-shaping waistband options for women seeking durable everyday, office, and occasion legwear.
• The Nude Tone-Matching Tights (5 Shades) 20 denier sheer ladder-resistant nude tights offered in five tone-matching shades (Invincible Pearl, Vivid Champagne, Martini Olive, Smoky Whisky, Spicy Praline) designed to match 25 different skin tones for a natural, inclusive finish.
• The Biodegradable Tights (30 and 50 Denier) Semi-sheer biodegradable tights made with 85% Amni Soul Eco biodegradable nylon and 15% elastane, combining ladder-resistance with end-of-life biodegradability within 5 years under anaerobic conditions.
• The Drama Durable Fishnet Tights Durable black fishnet tights engineered so each yarn creates a knotting action for strength, providing a firming effect from hip to toe for women seeking long-lasting fishnet hosiery.
• The Untamed Bio Fishnet Knee Highs Biodegradable fishnet knee-high socks made with 90% biodegradable nylon, featuring a sag-free band engineered to stay up without leaving pressure marks.
• The Charmer Seamless Leggings Black seamless leggings with lace detail, made in Italy using sustainable warp knitting technology for shaping and breathability, extending Hedoine's seamless knit technology beyond hosiery.
• The Bump Seamless Maternity Tights (40 and 60 Denier) Seamless maternity tights available in 40 and 60 denier, featuring a soft, breathable mesh waistband that can expand over the bump or fold underneath for pregnancy support.
• Patterned Fashion Tights (The Intricate Coconut & Fig, The Intrigue Brown, The Chevron Geometric) Patterned fashion tights including The Intricate (Coconut, Fig), The Intrigue (Brown), and The Chevron Geometric designs, priced $31–$49, for style-led everyday and party wear.
• Victoria Beckham Monogram Tights Premium lace monogram tights produced by Hedoine in collaboration with Victoria Beckham, priced at $130, combining Hedoine's seamless knit technology with the Victoria Beckham design signature.
• Satin Pouch Hosiery Storage Bag Black satin storage pouch for hosiery and delicates, suitable for gifting and tights storage, priced at $9.
• Guppyfriend Washing Bag Eco-friendly washing bag that filters microplastics from laundry water when washing tights and delicates, sold on hedoine.com for $36.
• Hedoine Gift Cards Digital gift cards starting at $13.65 that allow recipients to redeem against any Hedoine product on hedoine.com.
• The Hedoine Unveil Mystery Box Surprise mystery-product offering at $24, in which customers receive an undisclosed pair of Hedoine tights as part of a brand-discovery and gifting mechanic.
• Subscribe & Save Subscription Service Recurring-delivery subscription program that delivers Hedoine tights on a 1-, 2-, or 3-month cadence with 15% off every order, free shipping on subscriptions of 2+ pairs, and the ability to swap styles between deliveries.

Quantifiable outcome

• Tights can last up to 10 times longer than average with proper care
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Victoria BeckhamcoreStrategic or Co-development PartnerPremium collaboration creating Victoria Beckham Monogram Tights - lace monogram design priced at $130. This represents a high-profile fashion collaboration leveraging the Victoria Beckham brand with Hedoine's manufacturing expertise.
• GuppyfriendminorStrategic or Co-development PartnerEco-friendly washing bag partnership to help customers wash tights responsibly and reduce microplastic pollution. Hedoine sells the Guppyfriend bag on their website.
• Smart Works CharityminorOthersPartnership with Smart Works Charity supporting unemployed women with professional clothing, coaching, and confidence building. International Women's Day 2023 collaboration.
• Womankind GalaminorOthersSupport for Womankind Gala Auction - empowering women, one pair of tights at a time.
• Amni Soul EcocoreTechnology or IntegrationTechnology partnership using Amni Soul Eco biodegradable yarn - the world's only polyamide yarn with enhanced biodegradability. Certified biodegradable material enabling Hedoine's sustainable product line.
• OEKO-TEXcoreTechnology or IntegrationProduct certification partnership ensuring tights are free from harmful chemicals, pesticides, heavy metals, and carcinogenic coloring. Standard 100 certification.
• Italian Yarn SupplierscoreTechnology or IntegrationPartnership with Italian yarn suppliers for sourcing the highest quality soft Italian yarns used in ladder-resistant tights collection.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Customer concentration

• Instagraminstagram.com/hedoineofficial
• Xx.com/hedoineofficial
• Facebookfacebook.com/hedoineofficial

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Hedoine