HijUp
HijUp is an Indonesia-based e-commerce marketplace, founded in 2011, that sells curated Islamic fashion including hijabs, clothing, and accessories to Muslim consumers in Indonesia and Southeast Asia via its own online storefront.
- Company typePrivate
- Founded2011
- HeadquartersJakarta, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What HijUp does
HijUp is an Indonesia-based, direct-to-consumer e-commerce marketplace specializing in Islamic fashion, founded in 2011 in Jakarta by Diajeng Lestari. The company sells clothing, hijabs, headscarves, scarves, tunics, long dresses, and accessories through its own online storefront at hijup.com, curating products from Indonesian Islamic fashion designers for Muslim consumers in Indonesia and the wider Southeast Asia region.
The platform operates on a transaction-based revenue model, generating revenue through direct sales of Islamic fashion SKUs and reporting 2 million annual visitors. Its core technology is a vertical e-commerce platform tailored to Muslim fashion categories; no proprietary AI, ML, or data capabilities are disclosed. Growth has been driven by category curation, online traffic, and brand partnerships rather than enterprise sales.
HijUp has raised multiple funding rounds since 2015, with investors including 500 Startups/Global, Fenox Venture Capital, EMTEK (Indonesia's largest media group), Skystar Capital, Pegasus Tech Ventures, Indogen Capital, and Google Launchpad Accelerator. The most recent disclosed round is a 7-figure seed in early 2026 from existing investors, earmarked for technology, hiring, and product base expansion. In 2018, HijUp acquired Haute Elan to broaden its designer portfolio. Headcount stands at 101-250 employees.
HijUp firmographics
Firmographics- Name
- HijUp
- Legal name
- HijUp
- Website
- https://hijup.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HijUp is an Indonesia-based e-commerce marketplace, founded in 2011, that sells curated Islamic fashion including hijabs, clothing, and accessories to Muslim consumers in Indonesia and Southeast Asia via its own online storefront.
- Ownership category
- akta.pro rank
HijUp industry classification
Industry- Product category
- Modest Fashion E-commerce Marketplace
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Modest & Religious Apparel Retail (CRAAABAK)
- akta.pro secondary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
Keywords
Where HijUp is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
HijUp business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Supply Chain
Revenue model
- E-commerce Sales: HijUp generates revenue through direct sales of Islamic fashion products including clothing, hijabs, headscarves, and accessories via its e-commerce platform. The company has experienced four times increase in sales with over 20% month-on-month growth since its first funding round.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
HijUp product offering
Product offeringCore offering
HijUp operates an online marketplace that curates and sells Islamic fashion products including hijabs, headscarves, scarves, tunics, long dresses, clothing, and accessories for Muslim consumers in Indonesia and Southeast Asia. The platform aggregates Islamic fashion designers and sellers, providing a dedicated e-commerce destination for modest fashion shoppers.
Product overview
HijUp is an Islamic fashion e-commerce platform launched in 2011. The platform serves as a marketplace for Muslim fashion categories including clothing, hijabs, headscarves, scarves, tunics, long dresses, and accessories. The HijUp E-commerce Platform serves as the core product enabling online retail for Islamic fashion.
Differentiator
Problem solved
Functional benefit
Products and services
- HijUp E-commerce Platform Online marketplace storefront at hijup.com offering Islamic fashion products including clothing, hijabs, headscarves, scarves, tunics, long dresses, and accessories for Muslim consumers in Indonesia and Southeast Asia.
Companies that use HijUp
Customer profileSegments1 record
Ideal customer profiles1 record
HijUp technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HijUp partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
HijUp competitors and assessment
Company assessmentEmerging players
- Aab: Aab is a UK-based contemporary modest fashion brand with strong online direct-to-consumer presence. It is an emerging peer focused on a premium modest-fashion aesthetic comparable to the curatorial positioning of HijUp's marketplace.
- Louella: Louella is a UK modest fashion brand selling hijabs, dresses, and abayas online. It is an emerging player comparable to the boutique/curated modest-fashion sellers hosted on HijUp's marketplace.
Broad incumbents
- Orami: Orami is an Indonesian e-commerce group that owns modest fashion platform Hijabenka alongside broader mother-and-baby categories. It is a broad incumbent competing with HijUp in the modest-fashion vertical while operating a wider portfolio.
- Shopee: Shopee is Southeast Asia's largest general marketplace and carries a substantial modest fashion assortment. It is a broad incumbent that competes with HijUp for the same Indonesian online Muslim fashion demand at a much larger scale.
Direct peers
- Modanisa: Modanisa is a leading modest-fashion e-commerce platform headquartered in Turkey and serving Muslim consumers globally. It is the most directly comparable vertical marketplace to HijUp, with overlapping product categories (hijabs, dresses, accessories) and similar marketplace seller-buyer dynamics.
- Mimpikita: Mimpikita is a Malaysian modest fashion brand and online retailer offering hijabs and contemporary Muslim apparel. It is a direct peer operating in the same Southeast Asian modest-fashion category with similar target consumers.
- Zilara: Zilara is a Malaysian modest fashion e-commerce platform specializing in Muslim women's apparel and accessories. It is a direct regional peer to HijUp with overlapping product categories and similar target demographic.
- Hijabenka: Hijabenka is an Indonesia-based modest fashion e-commerce platform offering hijabs and Muslim women's apparel. It is a direct regional competitor to HijUp, serving the same Indonesian Muslim consumer base with a comparable product mix.
Regional players
- Sale Stock: Sale Stock is an Indonesian fashion e-commerce and lifestyle retailer offering apparel for the mass market, including modest categories. It is a regional peer competing for the same Indonesian online fashion wallet.
- Berrybenka: Berrybenka is one of Indonesia's largest fashion e-commerce platforms with a broad assortment that includes modest fashion. It is a regional peer operating in the same Indonesian online fashion market, although it is not modest-fashion-specialized.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
HijUp social profiles
Digital presenceHijUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
HijUp leadership team
Management profileNumber of profiles
Profiles1 record
HijUp funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HijUp M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HijUp
What does HijUp do?
HijUp operates an online marketplace that curates and sells Islamic fashion products including hijabs, headscarves, scarves, tunics, long dresses, clothing, and accessories for Muslim consumers in Indonesia and Southeast Asia. The platform aggregates Islamic fashion designers and sellers, providing a dedicated e-commerce destination for modest fashion shoppers.
Is HijUp a public or private company?
HijUp is a private company. It is classified as venture growth investor backed and is currently operating.
When was HijUp founded?
HijUp was founded in 2011. It employs 101 to 250 people.
Where is HijUp based?
HijUp is headquartered in Jakarta, Indonesia, in the Asia region.
How does HijUp make money?
One revenue line is on record: E-commerce Sales.
Who are HijUp's main competitors?
Emerging players on record are Aab and Louella. Broad incumbents are Orami and Shopee. Direct peers are Modanisa, Mimpikita, Zilara and Hijabenka. Regional players are Sale Stock and Berrybenka.
Does HijUp have an API?
No public API is recorded for HijUp.
What industry is HijUp in?
HijUp's product category is Modest Fashion E-commerce Marketplace. Its primary akta.pro industry code is CRAAABAK, Modest & Religious Apparel Retail, with a secondary code of CRAFABAA, Fashion & Accessories Marketplaces. Its NAICS code is 458110 and its SIC code is 5600.